Audience building is the key to a defensible business

The internet is full of guides, videos, and podcasts about creating digital products. Anyone with some ambition can "make a product once and sell it twice." But for most people, it's not the "make it once" part that's tricky. It's the "sell it twice."

It's about being seen

To sell anything, people need to know it exists. That sounds obvious, but it's where most aspiring creators get stuck.

So how do you get people to notice your work? You build an audience. You gather like-minded people who are genuinely interested in what you create. This isn't about one-off sales. It's about creating a system that keeps your work relevant and visible over time.

And owning that audience is what makes your business defensible. When you have direct access to the people who care about your stuff, no platform can take that away from you.

Start with social

In 2024, the fastest way to grow an audience is still social media. Platforms like X and Instagram use network effects to help your content spread, reaching way more people than you could on your own.

But it's not just about showing up. It's about finding the right people who actually care about what you do. Share what you're working on (the process, not just the finished product). Curate and be generous with what you know. Build real connections, not just metrics.

Do that consistently and your audience will grow. But the goal isn't just growth for growth's sake. It's growing the right way.

Beware the rented land

Social platforms are great tools for building an audience, but they come with real risks. Algorithms and for-profit companies control these spaces, and when you invest in growing your audience there, you're building on rented land.

The rug can be pulled out at any time. A tweak in the algorithm, a change in policy, and suddenly your reach disappears.

A defensible business requires more than followers on social media. It requires direct, reliable access to the people who care about what you do. So work on transitioning those followers to a platform you own: an email list.

Email is the foundation

I get it, email doesn't feel as trendy as social. But in 2024, an owned list and newsletter is still the best way to build a direct relationship with your audience and sell your products without a middleman.

That's why I'm doubling down on my newsletter, Digital Native. I'm investing more into organic and paid growth, and I'm committed to helping other creators understand how to set up, grow, and maintain their audiences through email.

Do you have a newsletter? If you do, are you actively participating with your audience, or is it just collecting dust? If not, what are you waiting for?

Consistency is the whole game

Building an audience isn't complicated, but it does require consistent effort. Show up, add value, connect. Then make sure you're not just building on rented land. Bring your audience closer through platforms you control.

To have a defensible business, you need to own your audience. The time to start is now.