If you’re a business owner that’s built up a following on social media, it’s definitely something to be proud of. Platforms such as Instagram, TikTok, or LinkedIn are a great way to communicate with your followers and showcase your brand. But, being honest, relying only on social media is a risky strategy to have.
Here at GrowTraffic, we’ve seen what amazing things can happen when clients put the effort into their socials. But it should never be solely relied on. In this blog I’ll discuss why only relying on social media can leave your business vulnerable and what you can be doing alongside it. Let’s get into it.
Why Relying Only On Social Media Gives You Less Control
So, the big downfall when it comes to your social media profile is that you don’t actually own your profile or the audience.
Every single person on your follower list belongs to the platform which means that if any algorithm changes happen, your reach could disappear overnight. There’s also a risk of being suspended or hacked, all your hard work could be gone in an instant.
There are constantly changes being made to social media platforms which are completely out of your control. It’s why relying only on social media is so risky.
Algorithms Are Always Changing
Gone are the days of companies simply posting on Facebook and reaching the majority of their followers.
Organic reach is getting harder on social platforms now as a lot of them push for paid advertising. It means there’s no guarantee your content will even be seen by your followers.
Relying only on social media will a lot of the time give you inconsistent results. You could have high engagement one month and then it suddenly drops the next.
That’s why it’s worth investing in other marketing channels will be more sustainable in the long run.
Your Website Should Be Your Digital Home
You should look at your website as a digital headquarters for your business.
You own your website unlike your social media profiles. You’ll have control over the design, the content you share, the customer journey and how your visitors will interact.
Our advice is to use social media as a way to drive people back to your website rather than replace it.
Having a well optimised website can generate leads, answer customer questions, showcase your expertise. Plus, it’s always accessible.
SEO Helps You Get Found When People Are Searching
Something you miss out from when relying only on social media is that people using search engines won’t be able to find your products or services.
SEO is what get’s you showing up in Google when potential customers are already looking for what you offer. These users will usually have a stronger buying intent than someone that’s just casually scrolling through their feed.
Through publishing useful content, improving your website and targeting the right keywords, you can build a steady stream of organic traffic. It’s a great tool for sustainable growth.
A social post might only get attention for a few days, but a blog that’s written well can carry on bringing visitors to your website for months or even years after it’s been posted.
Email Marketing Is an Asset You Own
Another way to reduce the risk of relying only on social media is to build an email list.
Each subscriber is part of an audience that you own. It doesn’t rely on an algorithm to deliver your message because you can communicate directly with people on your mailing list.
Email marketing can deliver one of the highest ROI of any digital marketing channel if you do it right. Whether you’re sharing offers, company updates or helpful advice, it means you stay connected with your audience on your own terms.
Diversifying Your Marketing Creates Stability
Businesses that are successful almost never just rely on one marketing channel. They’ll build a strategy that balances a few ways of attracting customers. It could include:
- SEO
- Email marketing
- Social media
If one of these channels slows down, the others will carry on working.
Putting everything into one place is more risky than spreading your efforts across multiple channels.
Social Media Still Matters
I’m not saying that social media isn’t important to have. It is.
Social platforms are a great way to build trust, show off your personality, engage with customers and promote everything going on. Having a social presence can also help to create brand awareness.
The key to getting it right is by making social media work alongside your other marketing efforts, instead of that working on its own.
At GrowTraffic, we see the best results come from when social media supports a wider digital strategy.
Why Avoid Relying Only On Social Media?
Social media might seem like the easiest option as a business owner, but it exposes you to risks like:
- Algorithm changes
- Declining reach
- Having no control over the platform
Instead, try to build a marketing strategy that gives your business long-term stability. When you combine social media with SEO, a website, and other digital channels, it gives you so many more ways for customers to discover and connect with you.
If you’re ready to move past relying only on social media and build a more sustainable online presence, get in touch with the team at GrowTraffic today. Send us an email to info@growtraffic.co.uk.