Why Your Social Media Strategy Feels Like a Bad Date (And How to Fix It)
August 21, 2024
Once upon a time, in a galaxy far, far away, I was running an ad account for a real estate business that was crushing it. We were spending over $1,000/day on Google AdWords, and the Return on Ad Spend (ROAS) was a solid 5.
Translation: for every $1 we invested, we made $5 back.
It was pure marketing gold. I was soaring like Icarus, basking in the glory of my unbeatable strategy.
And just like Icarus… I was about to fall—hard.
One day, I logged in to check on the campaign and noticed something terrifying: my Google account was blocked, and all the ads were paused. I assumed it was a glitch, nothing to sweat over. I went out for lunch, confident it’d be sorted by the time I got back.
But when I returned—still blocked. Three hours turned into days, and after multiple tickets and attempts to talk to a real human being, I finally got an answer: my account was flagged for “possibly misleading” ads.
These were standard real estate ads—nothing controversial, nothing sketchy. Yet, there I was, stuck, with zero leads coming in. Why?
Because I had made the dumbest mistake possible. I got too dependent on ONE source of leads.
At first, I blamed Google, Big Tech, the algorithms—everything. Then it hit me: this was all my fault.
In business, one is the worst number.
One major client.
One key employee.
One main source of revenue.
And in my case, one source of leads.
When your “one” is taken away, you’re screwed. Dead in the water. And here’s the painful truth: in business, everything that can go wrong eventually will go wrong.
So, I vowed to never put myself in that position again.
Now, I always keep an eye out for the “ones” in my business, because every ‘one’ is a vulnerability. They’re ticking time bombs just waiting to go off. And you know what’s worse? Ignoring them because you convince yourself, “Oh, this one’s different.”
Narrator voice: “It wasn’t different.”
When it comes to marketing, relying on just one platform or method is suicide. Even if something’s working perfectly, you need to branch out.
Facebook ads killing it? Great. Time to look at YouTube.
Google Ads back on track? Awesome—now try cold email.
Test offline marketing. Direct mail. Autoresponders. Referrals. Affiliate programs. Whatever you can get your hands on.
This is the only way to make your business “Hard to Kill” and “Hard to Cancel.” Diversify your marketing channels, and you’ll bulletproof your business against the inevitable storms.
Talk soon,
Arno
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