6 years ago I started a company called Kickflip Inc. At the time, I was the #1 largest Facebook app developer.
Every week Facebook changed its API and we had to change our apps and games constantly. We were forced to play by their rules and they governed how we interacted with our own customers/players.
Kickflip eventually morphed into Gambit — a payments company that worked with Zynga, Tagged, Gaia Online, Disney and more.
Then one day Facebook banned us.
Imagine losing an extra $135,000 every day!
We had to play by THEIR rules. It was their home turf advantage.
This was a valuable lesson and I was determined not to repeat my mistake.
When you rely on other channels to obtain customers, you’re at the mercy of those channels:
- What if Google moves you to page 2?
- What if Facebook reduces the amount of exposure to your fans?
- What if Twitter decides to block your url? (this happened to us yesterday)
- What if Tacos were extinct? (false!)
- Etc, etc..
How can you avoid making the same mistake?
Control your own destiny for your business.
Email marketing I’ve found to be the ONLY consistent, reliable and scalable channel for growing a business.
Is it a coincidence that Amazon, Uber, NY Times and every major online site asks for your email?
The best way to control your own destiny is to have direct communication with your customers and not depend on other platforms for your success.