Why Owning Your Audience is More Critical Than Ever
When my marketing career started, before the time of social media, we had full control over our audience data. Both customers and prospects. And most of the time that data lived in excel or a really basic CRM system (that was horrible to use). And we did lots with that data, from direct mail to email to partnership data swaps and cold calling.
Nowdays, social media is often the primary channel businesses with use for marketing and customer engagement. But one algorithm tweak or policy change later, and everything you’ve worked for is at risk. Sound familiar? If you’ve been following the news, you’ll know about TikTok’s (very quick) ban in the US, where everyone in the US (businesses and individuals) lost access to the platform. It’s a timely reminder of why owning your audience is absolutely essential for long-term success.
Let’s break down why you need to shift your focus from renting space on platforms you don’t control to building an owned audience that you can truly rely on.
The Risks of Building on Rented Land
Social media platforms are powerful tools for growing your business, but you don’t own the connections you build there. Platforms like TikTok, Instagram, and LinkedIn can change their algorithms, policies, or even shut down entirely, leaving you with no direct way to reach your audience.
Here are a few real-world scenarios to consider:
TikTok’s US Restrictions: The recent policy changes left creators scrambling to adapt, with some losing key revenue streams overnight.
Algorithm Shifts: Ever experienced a sudden drop in engagement on Instagram or Facebook? That’s the algorithm deciding your content is less visible, through no fault of your own.
Platform Shutdowns: Remember MySpace? Vine? These platforms once seemed unstoppable but are now relics of the past.
If your entire marketing strategy hinges on third-party platforms, you’re at their mercy. That’s a risky position to be in.
What Does It Mean to Own Your Audience?
Owning your audience means having direct access to the people who engage with your business. Instead of relying solely on platforms you don’t control, you build assets and systems that allow you to communicate with your audience on your terms. Examples include:
Email Lists: Email marketing remains one of the highest ROI channels. When someone subscribes to your list, you own that connection.
Customer Databases: Keeping detailed records of your customers allows you to personalize interactions and build loyalty.
Community Platforms: Hosting your own community on platforms like Slack, Discord, or a dedicated forum gives you a direct line to your audience.
Content Hubs: Blogs, podcasts, and your website are assets you control, providing a central space for your audience to engage with your brand.
Benefits of Owning Your Audience
Control Over Communication When you own your audience, you decide how and when to communicate. An algorithm won’t decide that only 5% of your followers should see your latest post.
Reduced Dependency Diversifying away from third-party platforms protects your business from sudden disruptions. If one platform changes its rules, your core audience is still accessible.
Higher ROI Owned channels like email marketing are cost-effective and highly targeted, often delivering better returns than paid social ads.
Stronger Relationships Direct engagement allows for deeper connections. You can personalise your messaging and create meaningful interactions that build trust and loyalty.
How to Start Owning Your Audience
Building an owned audience takes time and effort, but it’s worth it. Here’s how to get started:
Create a Lead Magnet: Offer valuable content, like a free guide or discount, in exchange for email addresses.
Invest in Email Marketing: Build and nurture your list with regular, value-driven emails.
Optimise Your Website: Ensure your site is a destination for information, products, and resources your audience wants.
Encourage Community: Start a newsletter, forum, or private group where your audience can connect with you and each other.
Repurpose Content: Use social platforms to drive traffic back to your owned channels.
Don’t Wait for the Next Disruption
The TikTok changes are just one example of how quickly the digital landscape can shift. By investing in owned channels now, you’re safeguarding your business against future disruptions and setting yourself up for sustainable growth.
Remember, social media platforms should be a part of your marketing strategy, not the foundation of it. Owning your audience is the key to building a business that can weather any storm.
As a marketing consultant with over 20 years of global experience in B2B SaaS, I focus on helping Media, Tech, and eCommerce companies navigate their journey from start-up to scale-up. If you’re interested in refining your marketing strategy or just want to connect and share ideas, feel free to get in touch! And I'd love for you to connect with me on LinkedIn.
