What will happen to your business if the third-party platforms (like eBay, Etsy or Facebook Marketplace) you rely on are taken away? Build your own website and remove the impact this could have on your business. In this week’s blog, OnBrand’s Michael Higgins explains why he believes owning the website your business relies on could be the smartest thing you ever do.
When OnlyFans banned adult content on their site, businesses using the site were so concerned with the impact it would have on their earnings, they fought back. Luckily for the users, OnlyFans rowed back the decision… which was a PR nightmare for them.
The whole debacle showed how dangerous it is to base your income entirely on a third-party site. Your income will be wiped out overnight if the site changes its guidelines.
When You Don’t Own It
The same situation can arise if you’re a business that sells on one site – think eBay, Facebook Marketplace, or Etsy. It can also happen if you’re only using one particular social media platform to grow awareness of your brand.
If the social media platform ‘does a MySpace’ and disappears, or ceases to be widely used, you’re in trouble.
If you run a digital business, it is therefore a big benefit to own the platform responsible for bringing in the money. That’s why it is always better to have your own website rather than rely on a third-party web builder – if their systems go down, so do yours.
Build Your Own Website
Okay, so I’ve made my argument, but the evidence speaks for itself. Owning your own website has 3 key benefits:
- You can be confident that the platform you use to bring in money won’t suddenly disappear.
- No need to pay commission to anyone else on the sales that you make.
- Design your site to look however you want it to look.
That last point is critical, and simply not possible with other platforms like OnlyFans, Facebook or similar sites.
The popularity and notoriety of third-party sites CAN help you to reach more people more easily, but you remain at their mercy. If you are savvy enough to grow a loyal following through social media platforms and ads, you’ll be talking to an engaged audience who love you.
From there, you simply direct them to your website and convert that audience into customers on a platform you own. I honestly can’t think of a better business situation than that!
If you enjoyed this blog have a look at this one about using your customer reviews in your marketing. Or, if you’d like to talk to us about building your own website, give us a call on 03333 220022.