In the wake of the most recent Meta outage, businesses were reminded of a critical lesson: relying solely on one platform for your online presence poses some significant risks.
The outage on March 5, 2024, which affected Meta-owned platforms such as Facebook, Instagram, and WhatsApp, left many businesses without a way to connect with their audiences.
This highlighted the pitfalls of a limited marketing strategy. It isn’t the first time it has happened but the most recent incident serves as a clear illustration of the necessity to diversify your online presence, safeguarding business stability amid the constant shifts in the day-to-day life of consumers.
Assessing Your Current Strategy:
After the Meta outage, it’s crucial for businesses to reassess their current online marketing strategies. Here are key items to consider:
- Platform Dependency
Take a look at how reliant your business is on Meta-owned platforms, or really any one specific platform. If the majority of your marketing efforts are concentrated on a single platform it’s time to diversify! - Audience Reach
Evaluate the reach of your current strategy. Are you neglecting potential customers on other platforms? Understanding your audience’s preferences and habits will guide you in expanding your online presence effectively. Make sure you know your target market and where they spend their time online. For example, did you know that Gen Z spends most of their time on YouTube? Explore the chart provided below to gain additional insights into the platforms U.S. adults invest the majority of their time.
- Communication Channels
Rethink your communication channels. Are you solely dependent on social media for customer engagement? Consider incorporating newsletters and other direct communication methods to maintain a connection with your audience.
If you have taken a look at your platform dependency and you’ve come to the conclusion that you need to diversify your online presence but you’re not sure where to start, keep reading!
- Explore Alternative Social Media Platforms
It’s 2024 and the average adult in the U.S. spends more than 2 hours a day on social media. This gives you plenty of opportunities and incentive to look beyond Meta-owned platforms and explore other social media networks that align with your target audience. Platforms like LinkedIn, TikTok, and Pinterest offer diverse audiences and unique engagement opportunities.
- Invest in Your Website
Optimize your website for search engines, ensure mobile responsiveness, and create valuable content to attract and retain visitors. This will help make your website a go-to source for your customers when they are looking for updates or insights on your current offerings. - Look Into Email Marketing
Email marketing is not dead! It’s a great time to build and nurture your email subscriber list. Email marketing provides a direct line of communication with your audience, independent of third-party platforms. Do you have a plan for keeping your customers in the funnel? Email marketing is a great way to remind your customers of current/future offerings and keep them engaged in what is happening at your company. Learn more about email marketing and how to choose which platform you want to utilize here.
In the End…
The Meta outage served as a reminder that businesses must adapt and diversify their online presence. Relying solely on one platform for marketing and communication is risky and you may lose access to your customers. Don’t miss out on a chance to engage with your customers, make sure you’re on the platforms that they utilize and use other digital marketing tools to reach them when they’re not busy scrolling through feeds.
As Tony likes to say, “adapt or die!”
