Relying on Google and Facebook (and other advertising networks)

Don’t get me wrong.



Paid advertising is a solid marketing strategy that I suspect has already made you a lot of money.



And I’m certainly not suggesting that you stop advertising—no way.



But that doesn’t mean you shouldn’t protect yourself and your business… and make even more profit at the same time.



You want to build a safety net around your business and marketing so you can weather the storms (and believe me they’re coming) and profit even more from the good days.



It’s like backing up your family photos in case you lose your phone or laptop—something everyone should be doing, right?



But you’d be surprised at how many aren’t doing the equivalent for their businesses.



And it’s not because they don’t want to. Sometimes it’s just ignorance, but most of the time people just don’t know where to start.



I mean, if it was easy everyone would be doing it, right?



But like any successful endeavour, you start with a plan…