The One Thing You Need to Stop Doing With Your Marketing Right Now
Using social media to build your business is great as part of a strategy, but what if I told you that there is one thing you need to stop doing with your marketing right now?
There’s a communications epidemic seeping through our business community. I’m seeing it every single day with clients and friends alike.
Left unchecked, it has the ability to ‘sink’ your business before you have any chance of righting the ship.
It’s the willingness to hand over control of your business marketing to third-party platforms.
What do I mean by that? Quite simply, it’s the number of businesses I see relying on social media as their entire marketing presence.
Let me be clear from the outset; I see social media as a ubiquitous tool that should be leveraged by all business owners. But to put your business in the hands of a third party that can (at worst) shut you down, or (at best) change the algorithm that affects your reach and ability to connect, is nothing short of playing Russian Roulette.
Take the case of ‘Jo’ (true story).
Jo was a stay at home mum to six children who started and successfully built a highly popular Facebook page. With over 2.6 million likes Jo had built a good little business selling merchandise directly from the page. This was until the day Facebook ‘unpublished’ her page for being in breach of terms. No warning, and no easy way to get things back online.
Long story short, with the help of an Australian news agency Jo, did get her page reinstated, but without the store, meaning her entire means for doing business was destroyed in the blink of an eye.
Although Jo’s story happened (almost) 12 months ago, sadly she is not the only business that has had the rug pulled out from underneath them by a social media platform.
Every day I’m chatting with business owners who are relying on these platforms as their entire way to promote, market and reach their intended audience.
The one thing you need to stop doing with your marketing right now.
We’ve all been witness to the many (many) changes these platforms have made over the years. Tweaking and changing algorithms behind the scenes until we’re left with on average less than 1% organic reach.
This effectively means each of the social platforms have become a ‘pay to play’ arena. Do you want to reach a particular audience? No problem set your demographics, pay some money and away you go.
We shouldn’t be surprised by this after all these platforms are ‘for profit’ companies with responsibilities to their shareholders, and to be frank, they still offer an inexpensive way to reach and engage targeted audiences. But please, do not leave yourself exposed to oblivion at the whim of an overzealous employee.
Relying on social media is the one thing you need to stop doing with your marketing right now.
So, how can you combat annihilation?
Quite simply, you need to create a strategy where you control the majority of your content and utilise calls to action that direct people back to your website, or to engage via email or phone.
Remember, when it comes to the world of digital marketing your website is ‘home base’ and it’s really the only piece of real estate your business owns.
Treat your website with care and respect.
Update and review your content regularly, and make sure you’re creating articles and videos that speak to your clients, solve their problems, and show you as an authority in the space – someone they can trust and rely on when they have a need.
Invest some time to understand things like SEO (search engine optimisation) and Keywords (the words your clients use when searching for your product or service) and make sure that your site is ranking well.
There are plenty of (free and paid) tools available that will run reports and show you the gaps in your website. These tools aren’t difficult to use and really need to become part of your arsenal against digital invisibilia.
Once you have great ‘inbound’ content on your website (by inbound I mean the kind of content that draws people to your business) then, by all means, engage those third-party platforms (like social media) as a way to share your knowledge with a bigger audience.
Never lose sight of where your content is being placed and who holds the power to alter or delete without warning.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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