I expect you’ve noticed the rain recently, right?

There have been sinkholes on the M25, a section of the rail line here in Eastbourne blew up (genuinely, it did), and worst of all…

…we woke up to a power cut this morning.

UK Power Network was on the issue, but I didn’t know until much, much later.

Because in January clever dick over here ditched his iPhone.

Which means…if there’s no WiFi to use with my laptop (or Archie’s iPad) – I’m snookered.

It felt strange being so cut off — no CBeebies for Archie, no much-needed coffee for yours truly.

Eventually, I received a text on my trusty Nokia from my energy provider telling me it will be sorted shortly.

And it is, hoorah.

Being so dependent on electricity, as we all are is a scary thought.

But, on the same idea of dependency, from a marketing perspective, I have an even scarier idea.

Being Dependant on One Marketing Tool

The thought of those businesses who rely solely on a single channel for their lead generation and marketing.

Particularly those businesses which pour tonnes of money, time and effort into just one channel.

Facebook, for example.

It’s easy to do, especially if you have it on your phone, alongside FB Messenger you have an all-in-one lead gen and customer service machine in the palm of your hand.

But, you’re putting all your eggs in one basket. What would happen if you dropped it?!

What if Facebook banned you tomorrow?

You’d have to start again from scratch.

You need to own the data, which is why having some kind of email list or database is so important.

Think of ways to get your audience off Facebook and get into their inbox.

Mix the two while the sun shines, and you’ve got an even more successful lead generation formula.

And then, when it does rain, it’s not the end of the world.

You’ve not lost the lot, and you can continue to talk to your audience by email.

Worth a thought.

Speak soon,

Liam.