How to Keep Generating Traffic, Regardless of Net Neutrality Decisions

Major laws could present problems for individuals who generate revenue from their blog, YouTube, and social media traffic. How should you protect yourself — and your brand?

With only a few weeks left until the deadline for Congress to repeal net neutrality, many publishers (and consumers) are concerned that the Internet as we know it will cease to exist.

While some of the worry may certainly seem like hyperbole, there are some very tangible outcomes that come with this potential repeal, especially for brands and individuals that generate income through content creation, blogging, viral videos or social media.

So what’s in store for if Congress decides to revoke net neutrality? And how can you protect yourself — and your brand?

What exactly is “net neutrality”?

Back in 2014, the Federal Communications Commission (FCC) began debating whether or not to allow Internet service providers (such as Verizon, Comcast and more) more control over the content that is served via their networks, effectively ending their neutral status.

In 2015, the FCC decided to classify Internet providers as “common carriers”, meaning they are neutral in the same way that telecom companies like your cell service provider for example.

What neutral means is that these companies cannot limit or impact your service based on how you choose to use it. This is especially important for content creators, as a repeal could mean service providers have a right to control how much traffic you generate.

The current state of net neutrality

In a few days, the FCC will vote on a proposal put forth by chairman Ajit Pa to radically alter the way the Internet has operated since its inception in the mid-90s. Since the beginning, users and producers like bloggers, musicians and videographers have enjoyed the same level of access regardless of service providers, making it possible for indie creators to reach the same users worldwide as some of the largest brands in the nation.

Putting it simply, Stanford Law professor Barbara van Schewick wrote recently on Medium, that Internet Service Providers (ISPs) “don’t get to pick winners and losers on the Internet.”

This distinction has always been important for creators and influencers looking to monetize their content via social media, blogging and other digital formats. With the FCC potentially holding the fate of internet marketing in their hands, what can influencers do to keep their followers looped in?

1. Spread the word

Despite the very many legitimate concerns about a net neutrality repeal, the Internet is not going to cease in its existence. While the law of averages may make it harder for independent creators and bloggers to reach new fans, it won’t be impossible especially with the power of word of mouth marketing at play.

92% of people say a positive recommendation from a friend, family member or trusted source is the biggest influence on whether or not they support a product or brand.

This means that you may need to start currying favor with your most loyal consumers, turning them into your fiercest brand advocates and focusing on generating more word of mouth support from real-life consumers or followers.

To do: Rely less on Internet reviews and comment sections. Rather, shift your brand’s conversation offline for a more tangible experience with your fans.

2. Think Outside the Box

There are so many variables to the potential outcomes of a non-neutral Internet, it’s almost impossible to accurately predict what the future could look like. Which means creators have to get… uh, creative, about ways to reach new audiences and share their work.

While social media marketing provides a seemingly “too-good-to-be-true” kind of value for today’s artists, writers, and thinkers — ultimately it’s better to have a back up plan just in case your preferred method of engagement goes out the window. (Or in this case, becomes exceedingly hard for you to access.)

To do: Consider looking into independent artist spaces in your local community, whether it’s a cafe, a studio or just a once per week open mic night where you can direct your followers to attend.

While a multi-tiered Internet is not ideal, try pooling financial resources to help your brand generate more traffic and views from offline sources such as radio, TV or via in-market events. Don’t be afraid to get experiential!

3. Find Alternative Channels

Using the free and supposedly fair nature of the Internet to promote your work has been the name of the game since at least the early aughts (MySpace pages and LiveJournal accounts come to mind), but it has never been the only marketing asset for indie artists and creators.

To do: Try out a mix of old and new marketing to give your brand a quality boost in reach, regardless of how the FCC’s vote goes. If you’re using channels such as email, event marketing or outbound calling to reach new customers and engage your most loyal ones — the effects of a net neutrality repeal shouldn’t hurt as much as if your brand was dependent on digital-only marketing channels.

Other forms of offline marketing to look into for 2018

• Guerilla marketing

This is crucial for creators and writers who do not have a formal marketing strategy, but do have plenty of time and content on their hands. Guerilla marketing can be as simple as leaving business cards in the card bowl for every business within a targeted radius. Or it can be complex as an up-and-coming designer hosting a spontaneous sidewalk fashion show to unveil their latest creations.

• Print & Radio

Did you know that print publications are not only still around, but that they’re always looking for new and upcoming pop culture influencers to feature? If your brand has a decent following, it could always be worth it to reach out your local radio or newspaper outlet for coverage. If a feature story isn’t up your alley or the timing isn’t right, also look into writing an opinion piece, or “op-ed”. Use that space to share your brand’s views on hot button topics or key interests.

• Experiential

What used to be known simply as “events marketing” — this experiential marketing channel has shifted to encompass all sorts of consumer engagement. From native advertising to lead generation, focus your energies on creating a unique experience that translates seamlessly from your brand to your consumers.

Creators in particular can leverage the power of experiential marketing by hosting events and in-market pop-ups with a focus on engaging key consumers.

For example, photography bloggers can host local brainstorming sessions, in-person photography lessons, or offer loyal followers the opportunity to participate in their photoshoot. This makes for a more specialized and intimate connection with their readers.

• Messaging

You can thank Millennials for the rise of instant messaging options from major brands, publishers, and companies that want to engage with you directly.

Due to years of relying on AOL’s (RIP) Instant Messenger a primary method of social interaction, this socially savvy generation prefers to communicate via short, concise message options such as SMS (text), chat, and IM platforms like Facebook Messenger.

Adapting your consumer interaction channels from social media to instant messaging should be relatively easy because you’re able to put a more dynamic and personal touch on all your conversations. Commit to it!

4. Realize there is a Silver Lining

Having said all of this, it may seem like the impacts of a net neutrality repeal could do much more harm than good for social media creators and content producers.

While most Americans (and myself) would prefer to keep our Internet the way it is, there is something to be said here about our collective need for digital information sharing.

Hopefully, as technology changes the way we produce, share, and consume content — creators and producers will have more access and opportunity to diversify their monetization efforts. This would ultimately increase the amount of unique clicks and fresh eyes to follow their work.

With so many unknowns to the issue at hand, there’s no really way to say if the glass is half full or empty. One important protection measure is clear, though: it’s time for creators and bloggers to find another source to drink from.

Curious about integrated your online & offline marketing, or looking for a more personal way to communicate with your audience? Subscribe and follow @willu on social media to get more savvy insights & tips for creators.