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This episode delves into the challenges of fluctuating engagement on social media platforms like Instagram, exploring how these changes have particularly impacted larger accounts. The discussion emphasizes the importance of not heavily depending on a single platform for business success due to potential outages or algorithm changes, highlighting the Instagram blackout of 2021 as a case study. The host also shares personal experiences and lessons learned from marketing beyond Instagram, advocating for a deeper understanding of marketing fundamentals and the significance of email marketing as a stable channel for connecting with the audience. The episode concludes with actionable insights for entrepreneurs to diversify their marketing efforts, stressing the value of foundational marketing knowledge to adapt and succeed in the ever-evolving digital landscape.

00:00 Introduction: The Importance of Engagement

00:39 The Unpredictability of Social Media Engagement

01:07 The Stress of Losing Engagement and Account Disabling

01:28 The Thought Experiment: What If Instagram Shuts Down?

03:00 The Instagram Outage of 2021: A Personal Experience

04:43 The Importance of Diversifying Your Marketing Strategy

05:59 The Power of Email Marketing

07:38 The Power of Email Lists and Direct Communication

08:04 Understanding the Fundamentals of Marketing

10:34 The Constant Evolution of Social Media Platforms

11:16 The Importance of Building a Brand Beyond Social Media

12:53 The Power of Authenticity and Unique Branding

13:18 The Risks of Relying Solely on Referrals

13:50 The Importance of Foundational Marketing Knowledge

21:39 The Importance of Marketing Fundamentals in Business Evolution

23:18 The Importance of Understanding Your Ideal Client

24:14 The Power of Email Marketing Revisited

26:47 The Power of Content Marketing

28:20 The Importance of Marketing in the Face of Change