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What the TikTok Ban Reminded Me As a Small Business Owner

Michelle

What the TikTok Ban Reminded Me as a Small Business Owner

And what the TikTok Ban should remind you


Last week, TikTok went black for about 24 hours due to the controversial ban set to be put in place. While this ban lasted less than 24 hours, it sent an important reminder to business owners who market themselves on social media platforms. 


Relying ONLY on social media for your marketing efforts is risky.


Don't get me wrong; social media platforms can be a very powerful tool for marketing your business. TikTok, for example, has allowed many users to go viral and make significant cash from it. However, these platforms come with limitations.

 

  • Outages and Bans: As the recent ban demonstrated, technical glitches or even government bans can suddenly disrupt your access to a significant portion of your audience.

  • Algorithm Changes: Social media algorithms are constantly changing. What works today may not work tomorrow. Your organic reach can fluctuate dramatically, making it difficult to predict and plan your marketing efforts.

  • Platform Dependence: Building your entire online presence on a single platform puts all your eggs in one basket. If that platform falters or your account is compromised, you could lose valuable connections and hard-earned audience engagement FOREVER.


I like to say you are "renting" your space on social media platforms.


Diversifying Your Online Presence: A Must

It's crucial to diversify your efforts to avoid losing all the hard work you put into building up your social media platforms, such as TikTok, Instagram, and Facebook. Here are two tactics that I will always use when marketing Your Media Squad online.


  • Email Marketing: Email marketing remains a highly effective and reliable channel for reaching your audience. Building an email list lets you communicate directly with your customers, share exclusive offers, and nurture relationships. Unlike social media, you have complete control over your email list and can reach your subscribers directly. Not to mention, you have a better return on investment with email marketing over social media marketing.

  • Search Engine Optimization (SEO): SEO focuses on improving your website's visibility in search engine results pages (SERPs) and to your local audience on apps like Maps. By optimizing your website content and utilizing your Google Business Profile, you can attract organic traffic from search engines like Google and apps like Google Maps. A strong SEO strategy ensures your website remains discoverable even if social media platforms experience disruptions.

Key Takeaways:

  • Don't put all your eggs in one basket: Diversify your online marketing strategy beyond social media.

  • Invest in email marketing: Build an engaged email list to nurture customer relationships directly.

  • Prioritize SEO: Improve your website's visibility in search engines for long-term organic traffic.


By embracing this approach to online marketing, you can build a more resilient and sustainable online presence for your business.


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