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  • Writer's pictureChris Inman

The Perils of Building Your Brand on Rented Land: The Importance of Bringing Your Audience Home


In the ever-evolving landscape of digital marketing, the allure of social media platforms is undeniable. With their massive user bases and seemingly limitless opportunities for engagement, they have become the go-to spaces for brands to establish their online presence. However, as businesses increasingly rely on these external platforms, they often find themselves at the mercy of shifting algorithms, changing policies, and a lack of control over their content and audience. This blog post will delve deep into the dangers of building your brand on rented land and the difficulties of making final sales decisions on a social media page. We'll also emphasize the crucial importance of bringing your followers to your homepage and getting them into your marketing funnel.


The Rise of Rented Land: The Social Media Mirage


The rise of social media platforms has revolutionized the way brands interact with their audience. The accessibility and global reach of platforms like Facebook, Instagram, Twitter, and LinkedIn make them irresistible for businesses seeking to connect with potential customers. However, relying solely on these platforms to build your brand can be a risky endeavor. Here are some key dangers:


1. Lack of Control: On rented land, you are essentially at the mercy of the platform's rules and algorithms. Changes in algorithms can drastically affect your reach and engagement, leaving you with limited control over how your content is distributed.


2. Changing Policies: Social media platforms frequently update their policies and guidelines. What may have been an acceptable practice yesterday could be against the rules today, potentially resulting in content removal or even account suspension.


3. Audience Ownership: While you may have followers on social media, these followers are technically owned by the platform. You don't have direct access to their contact information, making it difficult to communicate with them outside the platform.


4. Content Ownership: Your content may not always be yours. Social media platforms have the right to use your content for their purposes, potentially diluting your brand identity.


The Challenges of Making Final Sales Decisions on Social Media


Social media platforms are fantastic tools for building brand awareness, engaging with your audience, and nurturing leads. However, when it comes to making final sales decisions, these platforms have their limitations:


1. Distractions and Scrolling: Social media users are often in a scrolling mindset. They are bombarded with various content, making it challenging to hold their attention long enough to make a purchasing decision.


2. Limited Context: Social media posts typically don't allow for in-depth product descriptions or comprehensive information. Making a final purchasing decision often requires more details and context than a single post can provide.


3. Trust Issues: Trust is crucial in the decision-making process. Users might not have the same level of trust in a social media post or page as they would on an official website.


4. Conversion Tracking: Social media platforms have limited conversion tracking capabilities compared to dedicated websites, making it more challenging to assess the effectiveness of your marketing efforts.


Bringing Your Audience Home: The Power of Your Homepage


Your website, your homepage, is your digital headquarters. It's the one place where you have full control over your brand, content, and audience. Here's why bringing your followers to your homepage is of paramount importance:


1. Brand Consistency: Your website allows you to maintain consistent branding, design, and messaging, which helps build trust and recognition.


2. Content Control: You decide what content to showcase, how it's presented, and where your audience's focus should be.


3. Audience Ownership: When visitors come to your homepage, you have the opportunity to capture their contact information, allowing you to communicate with them directly via email marketing and other channels.


4. Conversion Optimization: Websites provide the flexibility to create sales funnels, landing pages, and product descriptions optimized for conversions.


Getting Your Audience into Your Marketing Funnel


To turn casual visitors into loyal customers, it's crucial to guide them through your marketing funnel. Here's how to do it effectively:


1. Lead Magnets: Offer valuable content, free resources, or discounts on your homepage to encourage visitors to join your email list.


2. Segmentation: Divide your audience into segments based on their interests and behavior, allowing for highly targeted marketing campaigns.


3. Email Marketing: Use email campaigns to nurture leads and guide them through the sales funnel, from awareness to conversion.


4. Remarketing: Re-engage with website visitors who didn't make a purchase by displaying relevant ads across various platforms.


5. Analytics and Testing: Continuously analyze your marketing funnel to identify areas for improvement, and test different strategies to optimize conversion rates.



Building your brand on rented land, particularly on social media platforms, has its perks, but it also comes with significant risks. The lack of control and potential volatility make it essential to bring your audience to your homepage and guide them through your marketing funnel. Your homepage provides the stability, control, and opportunity for personalization that social media platforms can't offer. By doing so, you not only mitigate the risks but also open up a world of possibilities for brand growth, engagement, and, most importantly, conversions.


At IDEA Cleveland, we understand the importance of balancing your brand presence across multiple platforms while ensuring a solid home base on your own website. Contact us to learn more about how we can help you navigate the complex world of digital marketing and build a strong online presence that delivers results.


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