One day, you’re riding the wave—your social media posts are thriving, getting a lot of engagement and reach—you’re feeling like the badass influencer you were meant to be, and then BAM! You post the next week and your reach goes down, your engagement is minimal and you’re stuck—confused about what you did to piss off the algorithm. If you’re riding the social media rollercoaster, it’s time to pause, get off, and consider the other ways you’re establishing your brand’s presence both on and off, not just on social media, but the internet.
Between Mark Zuckerberg’s most recent announcement and the pending ban on TikTok—it is clear that social media is a great tool to have in your arsenal, but it should not be the only place where people can find out more about your business. If you’re running an organization that is only discoverable via a Facebook page—it’s time to level up and plant your flag in more places than one.
The Power of Diversification and Why Multi-Channel Matters
The truth is, there are so many ways to access information now that having a presence across multiple channels is not only smart—it is undeniably necessary. In addition to the unknowable formulas behind the algorithms of social media, which mean that even the hundreds or thousands of people who follow your brand pages will likely not see your posts, it is also just a fact that not every potential customer lives on social media. And even those that do, often use your social media pages to get to a website—which research shows, people trust more.
While platforms like Facebook, Instagram, and LinkedIn feel like they’re never going anywhere, I encourage you to think of the fallen giants of MySpace, Vine, and some would even say Twitter. When a platform goes away or loses it’s popularity—so does the value of that space to support your business. If you only have a Facebook page and suddenly Facebook glitches, goes down, or blinks out existence—what will you do? How will you be discovered? Even backing away from something as drastic as the platforms going away—what will you do if you’re suddenly locked out of your social media pages?
This is why the insurance of diversifying your digital presence is key. Build and maintain your website, establish and grow your emailing list, and also maintain a vibrant social media presence.
Start with the Basics, A Website Is the Foundation of Your Online Presence
Websites allow you full control not only of the content, but of the user experience, and help to establish credibility and serve as a wonderful hub for information about your company. Unlike social media, you own your website and through other channels, you can support the flow of traffic to this centralized location for all things related to your brand. Websites serve as a digital storefront, online portfolio, and consistent lead magnet.
There are many ways to optimize your website to ensure that it’s working for you, and I encourage to make this the year you build, update, and properly manage your website!
Don’t Sleep on the Goldmine of Email Marketing
The wonderful thing about email is that it’s your direct line to your target audience, and you don’t have to navigate algorithms to end up in an inbox! Statistically speaking, email marketing has the highest ROI among marketing strategies—so seriously, build that mailing list—and connect with your people, you’re missing out on untapped opportunities for your business. Consider that 99% of email users check their email every single day.
Some of the most effective and simple ways to maximize email marketing are to send a newsletter, if you have misgivings about being in people’s inbox on a daily basis, dial back the cadence to weekly, bi-weekly, monthly, or even quarterly—it is important that you use this channel with some consistency and frequency however, based on the stats, it’s too good not to. And while it sounds counterintuitive, we’ve seen many instances in which the more often you connect with your mailing list—the more your open rate increases. This is a sign not only that they want to hear from your brand, but that they perceive your emails as containing information that’s valuable and relevant to them—which positions you as a trusted brand from which to buy or recommend!
Embrace Social Media as a Tool, Not a Crutch
I know we started off this article kind of roasting social media, and the truth is—it’s amazing! Social media is wonderful, it’s a huge part of the services we provide for our incredible clients, but it is part of a larger strategy we are deploying for them. An effective marketing strategy for your brand must include social media, it cannot rely on social as your only means of visibility.
The most effective way to use soci media is to build and expand an online community through content that is consistently useful, engaging, inspiring, and entertaining and supports your efforts to establish a brand that is trustworthy and solves a problem for your target audience. Integrating social media into your marketing strategy is also important to support your other channels, such as driving traffic to your website, encouraging people to join your email lists, and even building offline in-person connections.
It is important to note that your use of all of the channels should feed into your overall business goals. A diversified, multi-channel marketing strategy means nothing if it is not supporting the expansion of your brand and helping you reach your business goals.
Building a Resilient Brand Presence: Where to Start
Creating a multi-channel strategy might seem overwhelming, but it’s absolutely manageable with a clear plan. Here’s where to begin:
Audit Your Current Online PresenceStart by taking a good look at where your brand stands online. Do you have a website? Are you active on multiple social platforms? How robust is your email list? Identify gaps in your strategy and prioritize where to focus your energy.
Set Up or Revamp Your WebsiteIf you don’t have a website yet, now’s the time to build one. And if you do, make sure it’s up-to-date, user-friendly, and optimized for search engines. Your website is the anchor of your online presence, so treat it like your digital home.
Start or Grow an Email ListYour email list is one of your most valuable assets. Start small if you need to—invite website visitors, social media followers, and existing customers to subscribe. Offer something of value in return, like a free guide, discount, or exclusive content.
Choose Additional PlatformsConsider where your audience spends time online. If your customers are professionals, LinkedIn might be a great choice. YouTube or Pinterest could be perfect if you’re in a creative industry. Select platforms that align with your business goals and target audience.
Leverage Tools and ResourcesMake the process easier by using tools like website builders (e.g., Squarespace or WordPress), email marketing platforms (e.g., Mailchimp or ConvertKit), and social media schedulers (e.g., Buffer or Later). These tools save time and ensure consistency across your channels.
Future-Proofing Your Business: The Benefits of Ownership
Here’s the hard truth: you don’t own your social media followers, but you do own your website and email list. That’s why diversifying your digital presence is essential to building a resilient brand.
Trust and Credibility: A well-rounded online presence helps establish your authority and builds trust with your audience. Consumers are more likely to trust a brand with a professional website and consistent email communication.
Visibility and Reach: Relying on one platform limits your reach. By expanding your channels, you increase the chances of being discovered by new customers and staying top of mind with existing ones.
Resilience Against Change: When algorithms change or platforms lose popularity, you won’t be left scrambling. Owning your digital assets ensures that your business remains discoverable, regardless of trends or external factors.
Take, for example, a small business that relied solely on Facebook for years. When the platform introduced pay-to-play models, limiting organic reach, this business struggled to stay visible. However, businesses that had diversified their presence—building strong email lists and maintaining active websites—weathered the storm and even grew their customer base.
Let’s Make Your Brand Unstoppable
It’s time to take control of your brand’s future. Evaluate your current strategy and consider how you can strengthen your digital presence.
Team Jali, as we call ourselves, specializes in helping mission-driven brands develop multi-channel marketing strategies that stand the test of time. Let us help you build a resilient online presence that amplifies your voice and connects you with the people who matter most.
If you're the kind of savvy business owner who's ready to diversify and future-proof your brand--let’s chat! Book a free consultation today, and let’s make 2025 your most impactful year yet.
Stay in control of your brand’s destiny. Build your website, grow your mailing list, and embrace the power of a multi-channel strategy today!
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