Beyond social media – building a sustainable strategy

marketing strategy

6 March 2024

Last night, the unthinkable happened: Facebook went down for an hour, sending waves of panic across the globe. Entrepreneurs and businesses who’ve relied heavily on the platform for customer engagement, marketing, and sales found themselves at a sudden standstill.

This incident serves as a stark reminder that relying solely on social media for business growth is akin to building a house on shifting sands. It’s crucial to diversify your business strategies to ensure stability and sustainability.

Here’s how you can expand beyond social media to safeguard your business against the unpredictability of platform outages.

1. Embrace Search Engine Optimisation (SEO)

Your website is your online real estate. In contrast to social media platforms, you have full ownership and control over it. By investing in SEO, you can increase your website’s visibility and ranking in search engine results, driving organic traffic to your site. This strategy ensures that your business remains visible even when social media platforms falter.

2. Craft Valuable Content

Creating high-quality content is a powerful way to attract and retain an audience without relying on social media. Whether through blogging, video production, or offering free resources, providing value to your audience establishes your authority and encourages repeat visits to your website, fostering a loyal community around your brand.

3. Capitalise on Email Marketing

An email list offers a direct and personal way to communicate with your audience. Unlike social media, where your content’s reach can be throttled by algorithms, emails ensure your message reaches your audience’s inbox. Build your email list by offering valuable incentives and use it to nurture relationships, share exclusive content, and promote your offerings.

4. Engage in Offline Networking

The power of face-to-face interaction cannot be overstated. By engaging in offline networking through industry conferences, business groups, or your own events, you can forge strong connections that social media cannot replicate. These personal interactions can lead to more meaningful and impactful business relationships.

5. Explore Alternative Online Channels

Broaden your online presence beyond your website and social media by leveraging other platforms such as Pinterest or podcasts. These channels can help you reach different segments of your audience and expand your brand’s visibility across the internet.

6. Prioritise Customer Service

Outstanding customer service can transform satisfied customers into active proponents of your brand. Focus on delivering a stellar customer experience, prompt responses to inquiries, and exceeding customer expectations to generate positive word-of-mouth, a powerful marketing tool that outlives any social media trend.

7. Adapt Based on Analytics

Use analytics to monitor the effectiveness of your diversified strategies. Understanding where your traffic comes from, which content resonates with your audience, and how your email campaigns are performing allows you to adjust your approach for maximum impact.

When Facebook Went Dark

The temporary outage of Facebook underscores the vulnerability of over-reliance on any single platform for business operations. By diversifying your approach to include SEO, content creation, email marketing, offline networking, and exceptional customer service, you build a more resilient and sustainable business model. This multi-faceted strategy ensures that your business remains robust in the face of social media uncertainties, securing your path to long-term success.


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