7 Reasons To Build and Use Your Own Business Platforms
Facebook, Instagram, Etsy. Platforms we all love, but do not own.
When you’re in control, you can be reactive vs. proactive. For example, on Etsy where you’re renting your space, your customers, your email list and their contact information, they control how you contact your customers. They can also evict you at anytime by closing your shop or deleting a listing. Facebook could pull a MySpace (those of you old enough remember personal MySpace pages) and your page could disappear overnight.
Sometimes I feel like social media is like feeding the monster. It’s a rat race that we can’t win and we’re always freaking out about posting consistently and the number of likes we have on a post. When you own your own platform, you it’s a push vs pull way of marketing.
There isn’t much to explain here. On Etsy, a potential customer may find your listing at the top of the list, but they’ve also found 1,000 other similar listings of your competitors. On Facebook, potential clients scroll past your sponsored post and then BAM - squirrel... there’s a cute puppy video just after and you’ve lost them. Or worse, it’s a competitor’s ad. Whomp whomp. And how about when Instagram changed their feed algorithm, we all turned on notifications and productivity went down the drain for all of us?
Let’s face it, Etsy isn’t an organized way to shop. It’s hard to update listings, search for products, and there are a limited number of product categories. It’s one size fits all. On Facebook and Instagram, there are fast moving streams and disappearing links. And if you have a Facebook group for your customers, it’s really hard to organize any content you’re giving them.
It’s important to analyze your numbers, which not only helps you be proactive, it also helps you see trends and shift your sails. Your marketing can improve because you’re able to reach out to potential customers who abandoned their purchase, understand conversion rates, and see your traffic sources. The tools Facebook and Etsy have, while ok, don’t give you all you need to be successful.
Owning your own platform just plain gives you credibility and a higher level of professionalism. Your url doesn’t include a subdomain like etsy.yourshop.com or facebook.yourshop.com. Customers are more likely to buy from you if you look credible and professional.