I read a CBC News article about a business owner who lost access to her social media accounts. Suddenly, it was as if her business had disappeared. It reminded me of the song ‘The Wise and Foolish Builders.’ In the story, the foolish man builds his house on sand, while the wise man builds on rock. When the rains come down, and the floods come up, the house on sand washes away.* The same thing can happen if you build your business only on social media. If those sites suspend your profiles, your business can vanish too.
The Sand of Social Media: Allure and Illusion
Social media is easy to use and very popular, so it works well for marketing. Most of the time, it’s free unless you choose to pay for ads. For new businesses with a tight budget, it’s an affordable way to advertise.
“All magic comes with a price. A price that is never revealed until after the damage has been done.”
― Morgan Rhodes, Frozen Tides
Free and easy options might sound good, but there’s more to think about. Social media companies are big businesses that only let you borrow their space. You don’t own it. Their main goal is to make money for shareholders, which means they can change their rules or remove features you rely on whenever it suits them.
They also don’t guarantee you’ll reach your target audience. If they think you broke their rules, they can lock you out of your account, just like the business owner in the CBC article. Additionally, customer service is difficult (dare I say, impossible) to reach. If you have a problem, you might wait days or even weeks for help.
The Rock of a Website and Newsletter: Dependability and Stability
Unlike social media, websites and newsletters can be harder to set up. They cost money and take time to build. But you own them, and that matters. These digital assets belong to you until you decide otherwise. They let you connect directly with your audience, without an algorithm deciding who sees your message.
Many small business owners still think building a website is expensive. Years ago, it was complicated and costly. Now, with easy and affordable platforms like WordPress.com, Squarespace, and Wix, you can make a one-page website in minutes, even if you don’t know how to code. These platforms also let you add a storefront, so you can start selling products right away.
When your website is your digital headquarters, your house is built upon the rock.
- You own your domain, design, and content.
- You control how it looks, what it says, and how it functions.
- It supports long-form content, search visibility, and credibility.
- It grows with your business and can convert visitors into clients.
A newsletter gives you a direct way to reach your clients. Email is permission-based, so your subscribers want to hear from you. Your message goes straight to their inbox instead of getting lost in a social media feed. Because you own your email list, you can move it to another service if you want. With social media, you can’t take your audience with you to a new platform.
Newsletter systems like MailerLite and Mailchimp offer free plans for small mailing lists, which is helpful when you’re just starting out. You can also use them to create landing pages or even full websites with an online store, so they can be a one-stop shop.
The Best Option: Use Everything
If you rely only on social media, you could lose access to your online presence. Still, social media has a role in your business. It should help bring people to your business, not be the foundation it stands on.
Social media is good for visibility, connection, and conversation. However, a website and newsletter give your business staying power. They anchor your brand, protect your content, and give people a reliable way to find, trust, and connect with you.
One day, the rains will come down, and the floods will come up. Your social media accounts or audience might wash away like the house built on sand. But by building a rock-solid website and newsletter, your business will stay firm.
If you’re ready to build a strong digital foundation for your business, I can help. Whether you need advice on building a website, help setting up a newsletter, or support with creating systems and processes for growth, let’s talk.
*I grew up in a musical family, with a repertoire that spans everything from the religious to the raunchy. On road trips, we played carpool karaoke long before it became a cultural phenomenon.