Don’t build your business on rented land

The sunsets are amazing.  Stunning, really.

The view from my husband’s family cabin on Lake Ontario is magnificent to any of us lucky enough to visit there.  The somewhat rustic structure that is his cabin isn’t what’s valuable here. It is the place where it is located.  If his family had built this on rented land, then the generations that have come to enjoy this place might never have had the chance.

The concept of building on rented land is one that too many businesses forget when it comes to building their business.  If you are reliant upon Google traffic, Facebook Ads or any one channel of media for your daily revenue, then you are playing a daily game of Russian roulette. (Tweet this!)

If you aren’t diversifying your traffic sources and capturing contact information quickly, then you are risking losing your business every single day.

To protect your future, do the following:

1. Use more than one media source for traffic.  Just using Google Ad Words? Expand to Facebook Ads, guest blogging, networking and/or public speaking, for example. Make sure there is more than one way for you to acquire new customers so if any of them are gone tomorrow, you aren’t.

2. Get the contact information of your prospects quickly and move the conversation outside of your lead source.  Once you know who they are and how to reach them (mailing address, email address and/or phone) you own the contact, no longer have to pay to access them and aren’t at risk each time your lead source changes.

3. Use more than one media source for communication.  Don’t rely on just social media posts, emails or a monthly newsletter.  Effective marketing is multi-channeled for saturation of your market and protects you if there is ever a drastic change to your marketing platform (such as being locked out of your email provider…it can happen easier than you think.)

How many channels are you using to obtain new leads and stay in touch with them? (Tweet this!)

Comment below and let me know.

Best,
Kim