Yesterday, I highlighted the risks of over-dependence on social media platforms. Now let’s talk about “owned” channels, like your website, your email list, and your podcast. You own these channels yourself, and the major advantage is that you have complete control over these platforms.
However, it’s important to understand the flip side of this coin: these “owned” channels come with their own downsides.
Audience and Distribution
The biggest issue with owned channels is that – typically – you are limited to your existing audience. The social networks which have built-in audiences bring eyeballs and distribution, but with your own channels you’re limited to your existing audience. There are things like SEO that can help, but that tends to be slow and/or expensive. This can lead to slower growth and reduced visibility for your content. That’s why I think it’s important to combine your own channels with socials.
The other major issue is that creating maintaining a website, podcast, and email list demands a considerable amount of time, effort, and financial resources. These can be overwhelming for individuals or small teams. The good news is that most of the cost and effort is upfront, with relatively low maintenance costs – and you get to own your audience and control your brand, which is priceless.
I think the key lies in finding a balance, integrating owned and external platforms . That allows you to use the strengths of each to create an effective digital marketing strategy and authority platform.
P.S. I just opened a few spots for the pilot of my enhanced Authority Accelerator program, starting early January. If you’re an expert in your field and you have a high-ticket, transformative, impactful offer AND you have a commitment to integrity, i.e. you are the kind of expert who always puts your clients best interests before your own, this program might be a perfect fit for you.
Authority Accelerator is all about creating an authority-building and lead generation platform that will attract a consistent flow of high quality leads. There are only 3 spots, significantly discounted for feedback and case studies. Your commitment is around an hour a week for the first 60 days. Interested? Hit reply to learn more. Act fast, doors close soon!