Stop Relying on Instagram to Grow Your Business
Instagram’s been good to you. It’s where your business came to life, where you built your following, and where you’ve made some serious sales.
Now I know you’re not gonna like this, but… if Instagram’s your entire game plan, you’re building your empire on rented land. You don’t own it. The algorithm changes, your reach tanks, or worse - your account gets hacked one day, and all your hard work could disappear in a flash.
And guess what? IG don’t give a rat’s arse!
Does the thought make you sweat? I hope so! My aim with this blog was to hit a bit of nerve. Because the reality is, you need more than just Instagram to keep your business thriving. It’s time to get serious about spreading your marketing efforts across channels you actually control.
So, let’s break down why relying solely on Instagram is a bad bet - and how to start playing a smarter, more sustainable game.
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Instagram is rented land
Instagram isn’t yours. You don’t own your followers, your content, or the platform. It’s like living in a rented flat - you can make it your own, do a bit of decorating, but you don’t call the shots. And if one day the landlord tells you to sling your hook - you’re out!
Sounds a bit dramatic I know. But the point I’m trying to make is… Instagram is a fantastic tool, but it’s not where you should be staking your entire business. When you rely too heavily on one platform, especially one that’s out of your control, you’re putting your business at risk.
It’s time to start thinking about how to build on solid ground - channels you own, like your email list and your website. They’re the safety net your business needs to keep thriving, no matter what happens on Instagram.
Dangers of Putting All Your Eggs in One Basket
Sure, IG has been working for you so far, but what happens when the algorithm shifts or engagement drops? Suddenly, all those likes and follows aren’t translating into sales, and your once-thriving business starts to stall. It’s like betting all your money on one horse 0 you might win big, but you’re just as likely to lose everything.
The solution? Diversify your marketing efforts.
Start building your presence on platforms that you control. Email marketing and SEO aren’t just buzzwords; they’re the foundation of a resilient business strategy. By spreading your efforts, you reduce the risk and set yourself up for sustainable growth. Don’t wait for the bottom to drop out - get proactive and build a marketing strategy that’s as tough as you are.
The Importance of 360 Marketing
Instagram is just one piece of the puzzle, and while it’s a powerful tool (it’s got you to where you are now), it’s not the whole game. To really level up your business, you need a 360 marketing approach - which basically means spreading your marketing efforts across multiple platforms, particularly those you actually own.
When you’re active on multiple channels, like email, SEO, and other social media platforms, you’re not just diversifying your reach - you’re building a safety net. If one channel underperforms, the others can pick up the slack. You’re no longer at the mercy of algorithms, trends, or policy changes.
Email marketing is a direct line to your audience. You own your email list, and no one can take that away from you. It’s a space where you control the message, the timing, and the audience.
SEO and your website are the long game. Your website is your digital storefront, and investing in SEO ensures that people find you when they’re searching for exactly what you offer. Unlike social media, your website isn’t going anywhere (unless you let your domain lapse like Nigel Farage massive lolz) - it’s your own little piece of the internet.
In short, 360 marketing is the smart, sustainable way to grow your business. It’s about being everywhere your audience is, and making sure that no matter what happens on one platform, your business keeps thriving.
Practical Steps to Diversify Your Marketing
Now that you know why relying solely on Instagram is a gamble, let’s get into how you can start diversifying your marketing efforts. The goal here is to spread your influence across multiple channels that you control, ensuring your business is resilient and poised for growth.
Step 1: Build and Nurture Your Email List
Your email list is one of the most valuable assets you can have. Unlike Instagram followers, your email subscribers are yours - you own that list. No algorithm changes or platform updates can take it away.
Start by offering something valuable in exchange for an email address - a free guide, a discount, or exclusive content. Promote this offer on your Instagram to bring your followers into your email ecosystem. Once they’re on your list, nurture those relationships with regular, value-packed emails that keep them engaged and coming back for more.
Once you’ve worked on step 2 below, you can also use this to bring people onto your email list.
Step 2: Invest in SEO for Your Website
Your website is your digital home base, and SEO is the key to making sure people can find it. By optimising your site for search engines, you can attract organic traffic that’s actively searching for what you offer.
Start with the basics - optimise your site’s content, use relevant keywords, and ensure your website is user-friendly. Get a free SEMrush account (not sponsored) and run an SEO audit on your site. This is will highlight exactly where your going wrong with SEO, and give you some pointers on how to fix them.
Then you’re gonna want to start creating high-quality blog content that answers questions your audience is searching for. This is what will get people to your site. A good place to start is Answer the Public. Just type in a couple of words related to your service or product, and it will spit out a bunch of questions people that people are actually searching on Google - boom there’s your first blog.
Remember SEO is a long-term game, but the rewards are worth the investment.
Step 3: Explore Other Social Media Platforms
While Insta might be your main platform, expanding to others like Pinterest, LinkedIn, or TikTok can help you reach new audiences and reduce your dependence on any one channel.
Repurpose your existing content to fit the style and audience of each platform. For example, turn your Instagram posts into Pinterest pins, or adapt your blog content for LinkedIn articles. The key is to maintain a consistent brand voice while tailoring your approach to the strengths of each platform.
These steps will help you diversify your marketing strategy, making your business more resilient and ready for whatever the future holds. Remember, it’s not about abandoning Instagram - it’s about building a stronger, more sustainable foundation for your business.
It’s Time to Think Bigger
Here’s the bottom line: relying solely on Insta is like betting it all on one roll of the dice. Sure, it might pay off for a while, but sooner or later, the odds aren’t in your favour. You’ve put in the hard work to build your business - don’t let it all ride on a platform that you don’t even own.
Building a resilient business isn’t just about staying afloat! It’s about making sure you’re unshakeable, no matter what comes your way. Diversifying your marketing isn’t a nice-to-have - it’s a must-do. It’s about securing your place in the game, not just for today, but for the long haul.
Instagram will still have its role in your strategy, but it’s time to stop playing small. Let’s build a marketing plan that’s as tough as you are, one that doesn’t just react to changes, but thrives on them.
