Should Your Business Leave Meta?

So you are a small business owner considering leaving Meta. Well, you are not alone. I’ve had several clients ask me the same question this week. Even in the digital marketing world, this question is making the rounds in a big way. 

In the constantly changing world of digital marketing and communication, the sweet siren sound of Meta platforms (Facebook, Instagram, etc.) is undeniable. We have to admit that they’ve been the cornerstone of social media strategies for businesses worldwide, commanding vast audiences and facilitating unparalleled connectivity. I’m old enough to remember when Facebook convinced small businesses to bring their customers over to them in lieu of websites, as everything was accessible and required no technical expertise.  It was all so easy and not locked away as it is now. 

However, recent times have seen a shift, with many questioning the wisdom of placing all their digital eggs in one basket. This reconsideration isn’t simply about algorithm changes or privacy concerns; it’s about reclaiming control and ensuring that your digital presence aligns with your values. 

The Risk of Overreliance

Depending solely on Meta platforms for customer engagement is dangerous, like really dangerous. Algorithm adjustments can bury your content, and policy changes can sink your reach, deeply impacting your relationship with your audience. Plus, should you ever find these platforms’ practices at odds with your personal or professional ethos, it becomes incredibly challenging to pivot. 

This goes for all platforms, not just Meta. I’ve personally seen small business owners and content creators thriving and at their peak, only to have a small adjustment to the algorithm completely throw them off. This isn’t just about losing a few clients but over 70% of their revenue gone. 

So the million dollar question is, should your business leave Meta platforms? Or at the very least consider investing less time and resources there? To best answer this, my question to you is if Meta (or any third party platform) shuts downs tomorrow, what would your business look like? Would it look like you are starting over with your digital marketing? If the answer is Yes, then you have your answer. You need to spread your wings and invest in other places. 

Where to invest Your Resources and  Protect Yourself and Your Business

The Power of Your Email List

Enter the most powerful tool in your arsenal: your email list. Unlike followers

 on social media, your email list is truly yours—immune to the whims of algorithms and platform policies. Building an email list allows direct communication with your clients or customers. It ensures that your messages reach their intended recipients, fostering a more personal connection that’s not mediated by any third party.

If you are currently using a third party platform like Etsy to drive business, I ask you the same question, if it were to shut down tomorrow, what would that look like for your business? How would you be able to reach previous customers or even current customers outside of the platform? How are you reaching your customers now?

SEO and Organic Reach: Building a Fireproof Strategy

An often-overlooked asset is Search Engine Optimization (SEO). Investing in your website’s SEO is a long-term strategy that can significantly enhance organic reach. By optimizing content around relevant keywords and delivering valuable insights and solutions to your audience, you elevate the chance of ranking higher in search results, increasing visibility and organic traffic.

SEO isn’t just about getting found; it’s about being discoverable by the right people,  your target audience looking for solutions that you offer. By leveraging SEO and organic content marketing, you anchor your business in a position where potential clients can always find you, regardless of social media trends or changes in platform algorithms. 

SEO isn’t an easy strategy and it may not even have any returns until months down the line (yes, that is how long it can take), but it is worth it when done right. 

This isn’t to say that SEO will always stay the same. As a matter of fact, in the past few months there has been significant changes in the way Google is prioritizing content, including the use of AI. If you are handling your own websites SEO and digital marketing, your goal is to EEAT on your site (Experience, Expertise, Authoritativeness and Trustworthiness). 

Here is how to EEAT ( I need you to understand how much I LOVE this acronym…lol)

• Focus on quality content
• Focus on experience, content that reflects first hand user experiences
• Product reviews 
• Highlight your credentials 
• Add real life examples, images, videos, showcasing your experience. 
• Ensure your site has trust signals, like SSL certificate, customer testimonials and clear policies. 

Core Web Vitals & Page Experience

Focus on how your site performs in terms of speed, interactivity and mobile optimization. Most people will leave if your website takes too long to load or it looks bad on mobile devices. 

I recommend downloading Google Console on your website to see how your page is ranking, where you are getting the most hits from, and you can use Page Speed  Insights to check your speeds.