Building On A Single Platform is Branding Suicide

The title of this short article might look like some clickbait-style panic-creating technique for marketers, but it is so true.

As the UK’s leading action-taking coaches and experts in developing personal brands we see an alarming amount of business owners who have a great proposition, create a great concept but then only have one route to market(ing) or one platform that they focus on for revenue creation.

If you make all your sales via online courses and your Thinkific page crashes, what then?

If you have a huge Insta following but no CTA’s that move people to your other platforms, what then?

If you are getting all your traffic via FB ads because your super-niche so they are still cheap but the cost suddenly goes up, what then?

If you are a podcaster and your revenue model is ‘as live’ ads at the beginning of the show but clients demand you go down the ‘enter XYZ code at checkout to get your discount’ as their sole barometer of campaign success, what then?

Do NOT put all your eggs in one basket when building your brand — becoming solely reliant on one main platform is business suicide, you’re effectively building your house on someone else’s land!

By all means create ‘pillar’ content that is designed for specific social spaces but you have to create additional leverage from that marketing collateral by repurposing it across various platforms.

In the last 72 hours alone Mailchimp has changed it pricing policy entirely meaning you have to manage your email marketing in a totally different way, Facebook Groups have just added in code that enables you to tweak layout & font and Apple Podcasts seems to have refreshed how they account for your international listening audience entirely.

And that’s just three days worth of change!

Take Champions Of Mind for example: we make 90% of our sales directlyso we are not reliant on one single platform… however we understand that 75%of the attention for those sales is via FB right now so we — maybe like you — need to make tweaks and shifts in how we create our content so that it resonates even better across multiple platforms.

We have already been ‘repurposing content’ but we need to double down on that moving forwards.

For example:

* FB live feeds have become standard practise, so we must change how we use video

* Engagement levels on FB pages is really low for organic content so we must start to look more heavily as sponsored and paid-for traffic

* We’ve created a core message ‘Overlay Graphic’ revolution amongst the coaching space so we need to back up basic messaging with intelligence and practical knowledge (like this post is doing right now!)

* We create more subconscious rapport via lifestyle micro-engagement via Insta Stories

* Increasing expertise based content, showing what is working right now in our marketplace via blogging platforms such as Medium

* Looking at adding further production value to our iTunes Top Rated Podcast

* Producing more high-end documentary-style video content for our YouTube channel that can cross over onto broadcast platforms such as Netflix

We might be able to already reach you on Facebook, Twitter, YouTube, Linkedin, Instagram, Podcasts, Medium etc. but when you are building your brand in the fast-paced online world you must have one eye on what is working and one eye on what is coming next.