221: Stop Building Your Business on Rented Land

If you're growing your audience solely on platforms like Instagram, TikTok, or Etsy, you're building on borrowed time—and borrowed land.

In this episode of the Creator’s MBA, I chat with Abby Heman, Global Marketing Director at GetResponse, our sponsor this week, about the critical difference between owned and rented platforms. We dive into why relying solely on social media or marketplaces puts your business at risk—and how to take back control by building an email list and owning your digital assets. Abby shares smart strategies for turning casual followers into loyal subscribers and long-term customers. Whether you're a coach, course creator, or digital product seller, this is a conversation you don’t want to miss.

We also explore how to leverage lead magnets, set up simple automations, and use platforms like GetResponse to create customer experiences that actually convert.

What You’ll Learn:

• The difference between owned and rented digital land—and why it matters

• How to safeguard your business from platform shutdowns or algorithm changes

• Why podcasting can be a powerful owned channel (with a smart tip for converting listeners!)

• Real-world examples of turning social media followers into email subscribers

• How lead magnets still work—and what makes a great one today

• The power of simple automations like abandoned cart emails

• What’s working right now in email marketing across industries

You don’t have to be at the mercy of the algorithm. Take one small step today—whether it's creating a lead magnet or sending your next newsletter—and start owning your audience. Tune in now and learn how to build a more resilient, revenue-generating business.

Mentioned in this episode:

Owned vs. Rented: Why Smart Businesses Build What They Own: This guide breaks down how to take control of your marketing, build direct customer relationships, and grow on your own terms — not the algorithm’s.
Grab it here: https://marketing-getresponse.com/ebook/owned-vs-rented-land

Stop Building Your Business on Rented Land: Why Email Is Still Your Most Powerful Asset

If you're growing your audience solely on platforms like Instagram, TikTok, or Etsy, you're building on borrowed time—and borrowed land.

In this week’s episode of the Creator’s MBA, I had the pleasure of chatting with Abby Heman, the Global Marketing Director at GetResponse. We dug into a topic that’s not only close to my heart, but mission-critical for any digital entrepreneur: how to protect and grow your business by focusing on platforms you actually own.

Let’s break down the big takeaways and why now—more than ever—is the time to double down on your email list and customer experience.

What Is "Rented" vs. "Owned" Land in Your Business?

Think of social platforms like Instagram, YouTube, and TikTok as rented land. They’re powerful tools for discovery—but the minute the algorithm shifts, your reach plummets. Or worse, your account gets flagged or shut down. I’ve seen it happen to clients, friends, and even to me.

Owned land is different. It includes your email list, your website, and any platform where you have direct permission to communicate with your audience. No gatekeepers. No guessing.

If you can’t reach your audience without logging into someone else’s app, you don’t truly own your business.

Why You Need Both—but Can’t Rely on Rented Alone

Abby shared a sobering reality: even successful creators with hundreds of thousands of followers on rented platforms are vulnerable. One change to a platform’s rules, and your business can disappear overnight.

That’s why smart entrepreneurs use rented platforms for reach—and then funnel that attention to owned platforms for relationship-building. Your goal? Convert attention into email subscribers, customers, and long-term fans.

Simple Strategies to Turn Followers Into Subscribers

This doesn’t have to be complicated. Abby talked about a client who offered a basketball training download to his Instagram followers. It was simple, valuable, and effective. That one lead magnet turned casual scrollers into engaged subscribers and paying customers.

Whether you’re selling on Etsy, running a podcast, or coaching online, your first step is to ask: What do my people want more of? Then create a downloadable guide, checklist, or mini training that delivers it—and collects their email address in the process.

The Power of Email Automation (Without the Overwhelm)

Email automation doesn’t need to be techy or intimidating. In fact, Abby shared several examples of small businesses using tools like abandoned cart emails or simple welcome sequences to boost sales and engagement.

And here's the best part: platforms like GetResponse now make it super easy, with drag-and-drop builders and prebuilt templates. You don’t need a tech team—you just need a plan.

Consistency Beats Complexity

Sending a weekly newsletter might not feel glamorous, but it’s one of the best ways to stay top-of-mind with your audience. If you’re capturing emails but not showing up in their inbox, you’re missing a huge opportunity.

Show up. Share your wins, your offers, and your insights. Even a short, helpful email each week can deepen trust and drive revenue.

Ready to Own Your Business?

If you take one thing from this episode, let it be this: don’t leave your business in the hands of someone else’s algorithm.

Use social media to grow your reach—but use email to build your business. Start by creating one lead magnet, sending one welcome email, or revamping your weekly newsletter. It doesn’t have to be perfect. It just has to start.

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Transcript:

Welcome to the Creator's MBA podcast, your go-to resource for mastering the art and science of digital product entrepreneurship. My name is Dr. Destini Copp, and I help business owners generate consistent revenue from their digital product business without being glued to their desk, constantly live launching, or worrying about social media algorithms.

I hope you enjoy our episode today.

My special guest is Abby Hehemann. Abby is the Global Marketing Director at GetResponse, a leading email and marketing automation platform serving over 400,000 businesses worldwide. She’s passionate about helping business owners scale what works, cut through complexity, and build long-term growth engines that convert.

Abby, I’m so excited for our conversation today and have so many questions for you. But before we get into it, can you tell the audience a little more about you and how you help people—or how GetResponse helps people?

Abby: Definitely. Thank you so much for having me. This is one of my favorite topics. I’ve been in SaaS marketing for over 10 years, much of that in the email marketing space. I've felt the temptation to chase short-term wins that weren’t sustainable for the businesses I represented. I saw this repeatedly with our customers and partners, too.

Today, I’m excited to talk about how creators and marketers can take back control of their audience and grow on channels they actually own. Too many of us rely too heavily on platforms we don’t control. We’ll be diving into what it means to build your business on rented land versus owned land.

Destini: Before we dive deeper, can you define rented vs. owned land for the audience?

Abby: Absolutely. Rented land refers to platforms you don’t control—like Instagram, TikTok, Facebook, YouTube, or even Google. These platforms are great for audience discovery, but you're at the mercy of their rules. If they change policies or shut down your account, you could lose everything.

Owned land includes your email list, website, and CRM—spaces where you have a direct and permission-based relationship with your audience. You definitely need both, but building solely on rented platforms is risky. If you can’t reach your audience without platform permission, you don’t fully own your business.

Destini: I’ve seen horror stories where people lost access to everything overnight—Facebook groups, pages, ad accounts. Sometimes it’s not even their fault.

Abby: Exactly. One client had their Facebook account hacked and couldn’t recover it. They lost all access to their audience. And we’ve seen the uncertainty around TikTok recently. That's why it’s critical to bring your audience onto channels you control.

Destini: What about podcasting? Do you see that as owned land?

Abby: Yes, as long as you eventually convert listeners into subscribers you can contact directly—like through a newsletter. Podcasting is a great channel, but it’s smart to also capture email addresses so you can connect in other ways.

Destini: Totally agree. I’m a huge fan of email marketing and our Profit Club newsletter. But a lot of people struggle to move audiences from rented platforms to owned ones. What are you seeing that works?

Abby: Great question. One GetResponse customer built a huge following on Instagram—over 100,000 followers. They offered a downloadable basketball training program that required an email address. It was simple, valuable, and it worked. Lead magnets still work if you find the right format your audience wants.

Destini: That would work across platforms—Pinterest, YouTube, TikTok. Let’s say someone is struggling with reach. What do you suggest to grow their audience?

Abby: Diversify your channels and get really specific about your target audience. Broad content doesn’t resonate deeply. Focused, local, or niche audiences respond better. Build relationships—even through in-person events or one-on-one engagements. That creates trust and momentum you can scale.

Destini: I do a lot of live events with HobbyScool and my personal brand, and I love that advice. Let’s talk marketplaces—like Udemy or Etsy. How can people bring those customers into their own world?

Abby: Lead magnets again. Think webinars, downloads, gift kits—something valuable that requires an email to access. For example, an Etsy seller of crochet kits could offer a beginner’s guide download. Once someone opts in, follow up with tailored emails and product suggestions.

Destini: And don’t forget to send a regular newsletter! So Abby, what are you seeing that’s working right now in email automation?

Abby: Quick wins. Launch one strong lead magnet. Like GBG Hoops—basketball training—offering a basic guide for parents. That led to monetized digital training. Or a cosmetics brand using abandoned cart emails. You can also use pop-ups to offer videos or guides based on website behavior. It’s easy now—no coding needed.

Destini: Yes! We set up our own abandoned cart emails, and it was so simple. These tools are designed for creators—not coders.

Abby: Exactly. You don’t need to be technical. Platforms like GetResponse make it easy to automate actions based on visitor behavior, helping move them toward the next step in their journey.

Destini: Final tips before we wrap up?

Abby: If you have an idea and want to build a business, don’t rely on rented land alone. Capture emails. Send regular newsletters. Use discovery platforms to attract, but convert them to channels you own. Platforms and algorithms change—email has stood the test of time.

Destini: Speaking of email, you have a free gift for our listeners?

Abby: Yes! Our guide "Owned vs. Rented" walks through strategies to grow your business on your terms. We also offer a 30-day free trial of GetResponse with dedicated onboarding support. We want to help you set things up step by step.

Destini: I love the dedicated support. It makes a huge difference when you're already doing a million things. Thank you so much, Abby, for joining me and sharing your insights.

Abby: Thank you! This was such a fun conversation.

Destini: Thanks for listening to today’s episode. If you enjoyed the show, please leave a review on Apple Podcasts or your favorite platform. Have a great rest of your day!