In today’s digital landscape, small business owners and content creators often find themselves torn between social media marketing and enhancing their websites. Everywhere you turn, there’s a new piece of digital marketing advice like, “Don’t bother working on your website, since Instagram is where it’s at!” Others might suggest, “If you have a great website, don’t worry about posting on social media all the time.” I believe we can find a balance between the two.
That balance is totally up to you as the business owner. But to help you through this process, I want you to consider the difference between owning and renting your online presence. I’ve got to say there are real risks associated with relying solely on social media platforms.
Let’s take a quick moment to explore the cons of renting digital space. I’ll also provide insights into combining ownership and renting to maximize your reach and safeguard your business’s content.
The Risks of Renting Digital Space
When you don’t rent and own your digital content, you’re putting all your eggs in one basket. Focusing solely on building a social media presence without simultaneously growing your email list or website traffic can be likened to renting a part of the internet. This arrangement leaves you susceptible to sudden changes, much like a tenant whose landlord decides to replace them with someone else.
You might think avoiding the whole website thing is simpler…until suddenly your favorite social media app catches a mood and decides to delete your account. Or your account gets hacked!
Who wants to spend hours and hours rebuilding a social media account they worked so hard for? No one. But if this should happen to you (knock on wood) having a website would make it easy to copy and paste impactful content onto your new social media account.
In a less drastic scenario…
…Creating and editing content within specific apps, such as Instagram or TikTok, comes with inherent risks. Instagram might unexpectedly delete your draft, while TikTok might upload your video without its original audio, altering your intended message.
This is why drafting your content outside of social media apps is a must-do. This means no matter what you post on LinkedIn, TikTok, Instagram, etc., a copy of it always lives in Google Drive, Notion, or wherever you store your digital content.
Owning Your Audience: Key Strategies
When I say “owning” I’m talking about owning the platform through which you communicate with a segment of your audience.
To truly own your audience and mitigate the risks of renting, consider these strategies:
Sales Emails
Establishing an email marketing strategy, including well-crafted sales emails, can help you connect with your audience on a more personal level than social media. When people opt-in to receive your emails, you gain confidence that they genuinely want to hear from you.
Email Newsletters
Regular newsletters keep your audience engaged and informed, strengthening your relationship with them. These are similar to sales emails, but newsletters typically have more substance, more storytelling, and multiple calls to action.
Blogging
Creating a blog on your website allows you to showcase your expertise, enhance your authority, and capture organic search traffic through SEO-friendly content.
Informative Web Pages
Craft web pages that provide in-depth explanations of your services, products, or programs, offering valuable information to potential customers.
Balancing Ownership & Renting
As I said earlier, I’m hopeful that more content creators and small business owners can find a balance between renting and owning. You don’t have to pick just one. To be extra clear, here’s how I imagine you can rent and own your digital content:
Diversify Your Content Creation
Rather than relying solely on rented platforms, consider a holistic approach. Combine your social media presence with a website and email marketing integration.
Prioritize Ownership & Content Repurposing
Whether you hire contractors (web copywriter, designer, developer, etc.) or do it all yourself, invest energy in building and maintaining your website. Add SEO-friendly content to improve your Google ranking, ensuring that your digital presence is not solely dependent on social media algorithms.
Over time, place your blog posts at the center of your content repurposing plan, allowing short-form social media content to naturally flow from your long-form blog content.
Email Marketing
Create an email marketing account and design lead magnets to grow your email list. Advertise your lead magnets throughout your social media feeds and stories. In your emails, include both relationship-building content and persuasive sales emails to engage with your subscribers effectively.
By striking a balance between owning and renting digital space, entrepreneurs can navigate the ever-evolving digital landscape with confidence. It’s essential not to underestimate the power of a diverse online presence, which provides stability and resilience in an ever-changing online world. Remember, your digital journey should combine the best of both worlds for sustained success.
P.S. Want to rent and own your digital content, but need some real life examples first? You have full permission to spy on me — in the most professional way possible. Check out my other blog posts and web pages, as well as my social media accounts linked below:
Further Reading on KatQuintana.com: Ready to keep improving your website and social media presence? Read these digital marketing guides next.
