In an increasingly digitized economy, the concept of digital ownership for small businesses has transitioned from a beneficial asset to an absolute necessity. Operating within today’s complex online ecosystem, small enterprises frequently find themselves in a perpetual chase after elusive algorithms, experiencing dramatic fluctuations in content visibility—one day soaring, the next facing silence. This challenge formed the core discussion on a recent podcast, where host Peg Fitzpatrick, a seasoned social media professional and author, conversed with Kinsey Soderberg, a prominent voice in the artificial intelligence (AI) sector, advocating for greater digital autonomy.
The conversation underscored a critical shift in strategic thinking for small business owners: moving away from over-reliance on third-party platforms towards establishing robust, owned digital foundations. This perspective is particularly pertinent in an industry where women like Soderberg are making significant strides, bringing fresh, strategic clarity to often male-dominated tech and marketing landscapes. Fitzpatrick, who encountered Soderberg during her podcast tour for “The Art of Small Business Social Media,” quickly recognized a shared vision for empowering businesses through digital sovereignty.
The Evolving Landscape of Digital Marketing
The journey of digital marketing has been characterized by constant evolution and disruption. Peg Fitzpatrick, with over 14 years in the social media arena, offers a unique historical perspective, having witnessed the birth and transformation of numerous platforms. Her career began before the ubiquitous presence of social media, focusing on traditional marketing, website management, and email campaigns. This background instilled in her an early understanding of the importance of owned media.
A pivotal moment in Fitzpatrick’s career, and an illustration of foundational marketing principles, was her successful execution of a product launch for a German company in the U.S. market. Tasked with adapting marketing strategies that resonated with an American audience, Fitzpatrick leveraged nascent platforms like Facebook to drive sign-ups for an event. The outcome was a resounding success, attracting 500 attendees to a 300-person capacity room in Las Vegas, demonstrating the power of direct engagement and strategic content creation even in the early days of social media. This experience highlighted the potential of new digital channels but also laid the groundwork for her philosophy on digital ownership.
The Imperative of Digital Sovereignty
The core message from both Fitzpatrick and Soderberg revolves around "digital sovereignty"—a strategic approach that prioritizes control over one’s digital presence, rather than ceding it to ever-changing algorithms and third-party platforms. They contend that the prevailing pressure for businesses to maintain an "always-on" presence across numerous platforms is often fueled by these very platforms, which may not always align with a business’s long-term interests.
This sentiment is echoed by industry trends. Studies consistently show that while social media is crucial for brand awareness and community building, it often serves as a top-of-funnel tool, not the primary conversion engine. For instance, while social media can drive traffic, conversion rates on social platforms are typically lower compared to direct traffic to an owned website or conversions from email marketing.
Risks of Building on Rented Platforms
The inherent risks of constructing a business primarily on "rented land" – platforms like Instagram, TikTok, or even Facebook – are manifold and have been demonstrated repeatedly throughout the history of the internet:
- Algorithm Shifts: Platforms frequently alter their algorithms, often without warning, leading to drastic drops in organic reach and visibility for businesses. A post that garnered significant engagement one day might be effectively invisible the next, forcing businesses into costly paid promotion to maintain their audience connection.
- Platform Disappearance: The internet graveyard is littered with defunct social media platforms. Fitzpatrick recounts her experience with Google Plus, where she diligently built a following of 1.5 million users, only for the platform to be shut down. This illustrates the fragility of a business built entirely on external platforms. Other examples include MySpace, Vine, and numerous niche social networks that once held significant user bases.
- Policy Changes and Account Suspension: Platforms retain the right to change their terms of service, leading to unexpected content restrictions or even account suspensions, which can cripple a business overnight if it lacks alternative digital assets.
- Data Privacy Concerns: Platforms like TikTok have faced intense scrutiny over data privacy and national security, raising questions about their long-term viability in certain markets. Businesses heavily invested in such platforms face an existential threat should political or regulatory actions lead to their restriction or closure.
- Mental Health and Productivity: The constant demand for content creation and engagement on social media can be overwhelming for small business owners. Fitzpatrick notes how metrics like Facebook’s "relevancy score" for response times can create undue stress, diverting energy from core business operations.
Practical Steps Towards Digital Ownership
Rather than advocating for an abandonment of social media, Fitzpatrick and Soderberg champion a strategic reorientation. The focus shifts from "doing more" to "doing what matters," specifically by prioritizing owned digital assets:
- The Owned Website as a Central Hub: A business website remains the cornerstone of digital ownership. It serves as a controllable, brand-aligned space where businesses can host their content, showcase products/services, and capture leads without external algorithmic interference. Data consistently shows that a professional website significantly enhances a small business’s credibility; approximately 70-80% of consumers research a company online before making a purchase. Furthermore, a website is critical for search engine optimization (SEO), allowing potential customers to find the business through organic search queries on platforms like Google.
- Building an Email List: Email marketing is consistently cited as one of the highest ROI marketing channels. Unlike social media followers, an email list represents a direct communication channel that businesses own. It’s not subject to algorithm changes, and messages are delivered directly to an opted-in audience. Industry reports often peg the ROI of email marketing at around $36 for every $1 spent, far surpassing most social media advertising. Both Fitzpatrick and Soderberg emphasize that even if an email service provider is used, the business still retains the list data, allowing for portability.
- Producing Owned Content (e.g., Podcasts, Blogs): Content like podcasts and blog articles, while often promoted on social media, fundamentally resides on platforms or servers controlled by the business. Kinsey Soderberg’s podcast, "Feel Good Social," is an example of owned media. As Fitzpatrick notes, podcast recordings are owned by the creator, allowing for flexibility in hosting and distribution. This long-form content also has a longer shelf life; Kinsey shares instances of listeners discovering her podcast episodes from as far back as 2019, demonstrating the evergreen value of owned, searchable content.
- Strategic Social Media Engagement: Social media should be viewed as a tool to drive traffic to owned assets, not as the primary business platform. Fitzpatrick highlights Pinterest as a particularly effective platform for this purpose. Unlike Instagram or TikTok, Pinterest pins are designed to be clickable links, directly driving traffic to websites, blogs, or email sign-up pages. Pinterest also cultivates a more positive, inspiration-focused environment, and its content demands are significantly lower – often one original piece of content per week is sufficient for engagement, a stark contrast to the continuous output expected on other platforms.
Future-Proofing Your Brand Through Ownership
The philosophy of digital ownership is about building sustainable, resilient businesses in an online world characterized by constant flux. Whether a business is just starting or undergoing a strategic pivot, establishing owned digital assets is what differentiates fleeting trends from enduring growth. This foundational thinking reduces vulnerability to external platform decisions and allows businesses to allocate their creative energy and resources more effectively.
The experts’ advice is clear: do not conflate visibility on a platform with true ownership. While social media platforms offer valuable avenues for community building, brand awareness, and direct interaction (as Kinsey uses Instagram stories to connect with her audience as if conversing with a colleague), the ultimate goal should be to funnel that engagement back to owned properties. This approach ensures that a business’s most valuable assets – its content, audience data, and brand narrative – are protected and controlled, laying a solid groundwork for long-term success.
Peg Fitzpatrick’s forthcoming book, The Art of Small Business Social Media: A Blueprint for Marketing Success, available for pre-order and set to release in November, further delves into these essential strategies, providing practical guidance for small business owners navigating this complex digital landscape. By embracing digital ownership, businesses can mitigate risks, enhance their strategic positioning, and cultivate a truly sovereign online presence.
