Why should I focus on building attention that I own rather than relying on third-party platforms?

Third-party platforms like online marketplaces don’t give you the customer emails or names—you’re only renting that attention, and the terms can change at any time without your control. Remember when everyone built Facebook page likes and then Facebook changed the algorithm so your posts stopped reaching your followers? The same thing is happening on Instagram. Those likes aren’t yours—the platform decides who sees your content. This is why you must actively work to drive eyeballs from those platforms to something you own: your own website, your own email list, your own domain. These are assets with the title in your hand that nobody can take away or change the rules on. Build your castle on land you own, not rented ground.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-10-25