đź‘˝THE DIGITAL MIDWIFE
Natalie Parsons DIGITAL MIDWIFE
What TikTok is Showing Us About Sustainable Marketing
The TikTok ban. Yet, another reminder of how volatile social media platforms are and why I speak so frequently about the dangers of relying on them as the foundation of a marketing strategy. You simply can’t. It’s unsustainable. If you’re not focusing on driving traffic to your website or building an email community where deeper connections with potential clients are cultivated, you’re leaving your business vulnerable to forces beyond your control.
I get it. Social media feels secure. Facebook has been around for over 20 years, and Instagram has been a staple for a long time too. But the digital landscape is shifting rapidly. People are fleeing apps, fake accounts are on the rise, and algorithms change constantly. If you don’t already have a strategy to nurture a space that’s entirely yours—your website, your email list—it’s time to create one. These are the assets that don’t vanish overnight. They are YOURS!
Let me be clear: I’m not saying you shouldn’t be on social media. Of course, it’s a valuable tool. But don’t put all your eggs in one basket. More importantly, don’t forget to focus on the second step of your client’s digital journey. Social media should be a gateway—a way to bring people to your website or invite them into your email community. That’s where meaningful, long-term connections happen.
Honestly, my approach to social media reflects this philosophy. I post when I feel like it, sometimes going weeks without posting at all. Why? Because I prefer nurturing spaces I own—my website (Blog and SEO), Email community, and Pinterest. Social media for me is a casual outlet, a place to repurpose content when I have the energy to connect with the small following I have there. My real community comes from Website Traffic and Pinterest. On average, I get two email sign-ups daily, and I know this will grow as I refine my strategy further.
What’s reassuring is this: if Instagram or Facebook were to disappear tomorrow, my business would not suffer. My foundation is stable. My community is on my email list. That’s the real safety net.
So, if you’re not seeing a return on investment (ROI) from your socials, it’s worth re-evaluating your strategy. Dedicate your time and energy to your long-term goals, like building an email list and driving traffic to spaces you control (like memberships). Social media can come and go, but the connections you nurture on your own terms? Those are here to stay.
Ready to Market Your Business Without Burning Out?
Download the Sustainable Marketing Checklist and start building a brand that outlasts the algorithm.
Marketing shouldn’t feel like an endless cycle of chasing trends. This free checklist will help you shift into aligned, easeful, and intentional marketing that supports your energy and your business growth.
Some food for thought to cultivate a Sustainable Business:
What is the Digital Journey folks take when landing on a Social Media post? Are you inviting them to your Email Community? Membership or Blog?
If Social Media disappeared tomorrow how secure is your business?
As you read these questions above, and you realize that you would like to strengthen the foundation of your Business to create a Sustainable Marketing strategy that can support you without Social Media – Let’s chat!