Don’t Make This One Mistake In Business

Let’s talk about a risky move I see time and time again.

It’s easy to see why businesses fall into this trap. Once you start to strike gold the instinct is to double down and keep going, right? 

I once had the pleasure of working with a small online clothing brand that built its business entirely on Instagram. 

For months Instagram was their magic lead generator. 

Their ads were on point, engagement was through the roof, and it seemed like every new post brought in more business. 

But then Instagram changed its algorithm. Without warning, their reach dropped, ad costs shot up and sales plummeted.

The “One” Mistake They Made…

The problem here isn’t Instagram specifically — it was the danger of relying on one thing.

Things change fast online. Platforms can tweak algorithms, change policies and occasionally go down at the drop of a hat. 

So if your business depends on one of anything, you’re left vulnerable the minute it changes.

That’s why successful businesses take a diversified approach. No single platform, client, member of staff or ad channel can tank their revenue. 

They spread the risk.

And the key is to build a marketing strategy that can handle the unexpected.

How To Become “Hard To Kill”

So let’s get practical. 

Here’s how you can make sure your marketing isn’t left hanging if a platform suddenly stops delivering:

1. Spread Out Your Paid Ads:

   
   

   If Meta or Google Ads are doing well for you, that’s great!

   
   

   But don’t stop there. Try LinkedIn, YouTube and even TikTok ads. Different platforms reach different audiences and add to your lead generation methods.
   

2. Don’t Ignore Organic Channels:

   
   

   Strong organic traffic — like a blog or YouTube channel — can help keep you visible even if ad performance drops.

   
   

   It’s like having a backup generator that keeps things running if your paid ads get "glitchy".
   

3. Nurture An Email List:

   
   

   An email list is one of the most reliable assets in marketing.

   
   

   You control when and how you reach your audience and you’re free from algorithms and ads.

   
   

   Use lead magnets, newsletters and exclusive offers to grow your list.
   

4. Consider Referrals and Partnerships:

   
   

   Word of mouth requires zero ad spend.

   
   

   A good referral program or partnering with complementary brands can bring in a steady flow of customers — especially when a trusted source goes down.
   

5. Add Some Offline Channels:

   
   

   Don’t forget about offline marketing.

   
   

   Think direct mail, local flyers or even speaking events. While online is the future, offline channels can give you access to audiences you wouldn’t reach otherwise.
   

Never Put All Your Eggs In One Basket…

Adaptability is everything.

Don’t wait until your “one” source fails before you start diversifying. Build a mix of channels. It’s the best way to keep leads coming in no matter what happens. 

Take a good look at your strategy and ask yourself — are you ready for the unexpected?

Because anything that can go wrong, eventually will go wrong.

Talk soon,

Pritesh Chauhan