In 2020 it is estimated that there are over 50 million social media users in the UK alone, and it can be tempting to rely solely on social media content marketing to promote and build your new business!
With all those potential customers out there, there’s no need to bother using anything else. Right?
The answer is, of course, a bit more complicated than that. Let’s start with some reasons why you definitely should use social media content marketing to build your business:
As mentioned above, the numbers of people using social media regularly are astronomical. There’s no doubt that it’s changed the landscape of small business marketing forever, and it has never been easier to reach potential customers with just a few clicks.
If you want to promote your posts with some paid ads, you can be extremely specific about who sees them. You can even create ‘lookalike’ audiences based on the types of people who currently interact with your brand, increasing the odds of reaching everyone who might benefit from your product or service.
Social network marketing and community management help show the human side of your business.
Customers love to know they can talk to a real person if they’ve got a comment or complaint, and a carefully managed social feed goes a long way in proving how relatable a brand is to their target audience. A great example of this is Yorkshire Tea:
⚠️ So now we can see how awesome social campaigns can be, but here are some reasons why you shouldn’t rely solely on social media content marketing to build your business.
What’s the flipside of 50 million social media users? Everyone wants to promote their product.
The art to great social media content marketing is to create posts that stop the scroll. There’s so much noise out there it can be very hard to make your voice heard – so all that effort creating the perfect content could go to waste.
Links that lead users away from social networks tend to be penalised by those platform’s algorithms – especially Facebook.
Why would they do this? Simply put – they want to keep users on their site, so they can continue to make money showing ads! So if you’re relying on organic (i.e. not paid) posts for your social media content marketing then it’s likely you’re not reaching quite as many people as you might think.
The old adage says “don’t build your house on rented land”, and content marketing is no different.
Because you don’t own social media, you are entirely at their mercy. They might change their algorithm which negatively affects your reach or engagement rates, or the layout of their pages which cause your nice logos and banner photos not to display correctly.
You’re much better off having your own website where you can set layouts as you wish, upload the content you want, and collect data about your customers which you can then leverage to help better serve them. Which brings us onto our final point…
In social media and marketing there are bits of information known as vanity metrics, which mean that they look nice but don’t mean anything. For example if you were an Instagram influencer who had a million followers but nobody ever liked your photos, how influential would you really be?
Vanity metrics may look powerful but they are not useful for growing your business as they won’t lead to growth of your brand.
It’s much more useful to have a smaller but frequently engaged community, encouraging continued custom to increase lifetime value. Customers who feel valued are more likely to recommend you to their friends, and we instinctively believe the opinion of trusted sources much more than those we don’t!
👍 OK, you’ve convinced me not to rely on social media content marketing alone. So what other channels should I be using?
Great! You’ve taken a step in the right direction towards growing your brand online.
Effective online marketing should be a multi-channel affair, mixing your own website (optimised for Google, of course) and mailing list with social media channels and any other efforts. Your social media content marketing should encourage users to visit your website, where they can then be lead on the path towards making the purchase they desire.
If you bear these tips in mind the next time you go to post on social media, you’ll make your social campaigns count and you’ll be sure to see the benefits!
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