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Expand your business marketing efforts beyond social media
You can’t solely rely on social media to market and grow your business. You aren’t in control of the platforms and they can go away or change, at any time, for any reason, without any warning, and with zero recourse.
So, let's talk about some additional strategies you can implement into your business in an effort to diversify your marketing efforts beyond social media, your website, and/or email marketing. And as a bonus? You have greater control over how these initiatives work for your business.
Your comments matter: Everything you do publicly is a representation of your brand, so be intentional!
How you show up online is a direct extension of your brand. This goes beyond what you’re posting on your business social media accounts, or on your company website and blog, and also encompasses any comments you decide to share online.
When you show up authentically and positively, engaging with other brands and content in appropriate ways, it can do wonders for your company's growth.
On the other hand, if you find yourself regularly commenting on posts without taking pause first to consider how those comments might be perceived by your audience, you might end up regretting those moments of keyboard courage.
Know your competition, but don’t try to become them
One of the foundational activities I love to do with my clients is to look at similar businesses or organizations to see what they're doing and whether it's effective.
The goal isn't to emulate them or even to get inspiration. It's about finding gaps in the marketplace that could be filled with my client’s business offerings or through communication and marketing differentiation.
Being different is GOOD. After all, if every company presents itself in the same way, what's the point? Imitation may be the sincerest form of flattery, but it's not going to show how you're different. And your strength lies in what you do differently.
4 things to consider when creating an effective social media plan
Included in every marketing strategy (I hope) is your content strategy.
Beyond the fact that you know you need to be creating content, it can be confusing knowing which platforms you should be showing up on. That’s what makes that marketing strategy so helpful.
Emails and blog posts are both great options, and may still be your best bet depending on your audience. However, we’re at a point in the online space where you would be remiss if you aren’t at least considering showing up on social media.
What platforms and tactics you use will be different depending on the audience you’re trying to reach. As will your tone, type and frequency of posts.
So, with all these variants—how do you build your plan?
Quality over quantity: Building an audience of fans instead of passive followers
We put a lot of pressure on ourselves as business owners to build a large online and digital following, sometimes resorting to tactics that aren't effective. When you find yourself getting excited because you have 1000 new followers, yet sales are down, it’s easy to become disillusioned with what’s working and what’s not working—but that’s valuable insight you need.
How to nurture interest instead of pushing a hard sell
When it comes to nurturing leads, you want to balance getting your point across and not pushing your prospect into a corner (or to your competitor). To do this successfully, you need to nurture your customer relationships through marketing tailored to what your customers want and need to know.
The shoes and handbags theory of building an audience
If a business focuses solely on quantity in building an audience - Twitter followers, Facebook likes, blog subscribers, and others - you end up always wanting more. The ten new followers you just got may not be quite right for your product/services, but seeing that jump in numbers feels so good!
Growing a large audience shouldn't be the primary goal, though growth is certainly important. Growing an audience that fits your target market and is engaging with you is a worthy goal.
Your website is home - don't rent space somewhere else
Your website is your home online. You own it. You control it. You decide what goes in the closets. You get to put out the fun and funky accessories. You get to dress it to suit your brand. You get to decide whether to stay or leave.
Automation gone horribly wrong (and how to fix it)
Disclaimer: The following post is a hot plate of opinion overflowing with a steaming heap of advice, and garnished with snark. It was inspired by someone who mentioned TrueTwit. (Enough said, right?) Continue at your own risk. Also, there are many words. Grab a drink and enjoy.
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