In 2018, Facebook changed its News Feed algorithm to prioritise content from friends and family over content from brands and publishers. As a result, publishers on Facebook saw referral traffic drop dramatically, and were forced to rethink their strategies.

It’s a valuable reminder for any business owner that while you are building visibility on social media, you are building it on a platform you don’t own and therefore have zero control over.

In the world of social media, algorithms change, trends come and go, and today’s viral video could be forgotten next week.

Visibility creates the opportunities you want, but it is ownership that will drive the real long-term value you need.

Here are 3 must-have digital assets your business should own:

1. Own your Digital ID
A domain name is more than just a technical requirement for a website to be accessible online.
When you pair it with a professional email address like “sales@yourbiz.xyz”.
It becomes the foundation for your digital communications.
It’s your actual digital identity!
Strengthen your Digital ID by:
● Registering a primary domain name that matches your brand.
● Using this domain for email communications.
● Registering key variations and misspellings.
● Protecting your domain name from unauthorised changes.

2. Own your Digital HQ
A website is more than just an online brochure. It’s your digital headquarters.
Here you have full control over its performance, what you publish and how visitors experience the online journey your site takes them on.
Strengthen your Digital ID by:
● Continuously updating information and adding new content like blogs.
● Ensuring your website is mobile-friendly and easy to navigate.
● Investing in reliable Web Hosting to help keep your site fast, secure, and accessible.

3. Own your Audience
Followers are valuable. But relationships are King.
Building a direct connection with your customers gives your business more control and can help you build customer loyalty over time.
Grow an Audience by:
● Encouraging visitors to subscribe to your newsletter.
● Using website forms to capture enquiries and leads.
● Sending out regular emailers and newsletters to keep your mailing list in the loop about new products, updates, etc.