Social Media Marketing

Why Social Media Shouldn’t be Your Only Marketing Strategy as a Business Owner

On Monday, October 4, 2021, the world was forever changed when Instagram, Messenger, and WhatsApp simultaneously went down for hours that stretched into eternity…Just Kidding! Well, mostly kidding. The social media outage only lasted 6 hours, but in the moment, it sent small business owners, influencers and entrepreneurs alike into a panic. In an instant, they realized that social media was the source they relied on to connect with their audience.

As we all now know, social media can be taken away in an instant. This prompted our team here at The Colorado Wedding Magazine to have a conversation about the other ways we stay connected with our readers, and since we aim to be a source of valuable information for you, we thought we would share our best practices.

“To be clear, I am not saying you should abandon your social media presence.”

On Monday, October 4, 2021, the world was forever changed when Instagram, Messenger, and WhatsApp simultaneously went down for hours…that seemingly stretched into eternity. The social media outage only lasted 6 hours, but in the moment, it sent small business owners, influencers and entrepreneurs alike into a panic. In an instant, they realized that social media was the source they relied on to connect with their audience and customers. 

As we all now know, social media can be taken away in an instant. This prompted our team here at The Colorado Wedding Magazine to have a conversation about other ways we stay connected with our readers, and since we aim to be a source of valuable information for you, we thought we would share our best practices.

3 Reasons Why You Shouldn’t Depend on Social Media 

You Have No Control 

On your social media platforms, you (or your business, non-profit, cause, etc.) are the star of the show. However, you don’t actually own the show. The content that you post, as well as the profile itself, all belong to the platform and, as we already mentioned, can be taken away in an instant. This lack of control isn’t just subject to the internet failure that led to the outage in the first place. If the platform owner decides that your content isn’t suitable for their medium, they can deactivate your account without even asking you, and all of your hard work will disappear into the ether. 

You Have to Constantly Update Your Content 

To build a solid social media following, you must have a consistent presence and regularly post new content to keep your audience engaged. That, first of all, sounds exhausting. Second, it’s also a poor use of your time. Why create quality content that will be engaged with for a day and then quickly pushed down to the bottom of the feed? This model of content creation and management is simply not sustainable, especially if you are a solopreneur who fills all the roles within your budding business. 

Your Audience Won’t Commit 

The purpose of any business having a social media presence is to create brand awareness and drive traffic to your website (which you should absolutely have if you’re serious about your business). Historically, the traffic that comes from your social media followers doesn’t convert into a sale, or even very much activity on your site. By that, I mean people may click the link you drop in your bio, but they won’t do much else once they arrive on your site. 

To be clear, I am not saying you should abandon your social media presence. In today’s world, you’ll be hard-pressed to find a business that doesn’t have an account on Instagram or Facebook. What I am saying is that your digital marketing strategy–the way in which you promote your business online–should be multifaceted and provide you with a variety of ways to connect with your audience. 

3 Things You Should be Doing in Addition to Posting on Social Media 

Get a Website 

Too many small business owners rely on social media as their only online presence, and that is a mistake. Your business should have an online home that you own. This is the place where all the pertinent information about who you are and what you do can live. There are many platforms that will host your website for free, like WordPress, but it’s worth paying for your own domain. This way, you can officially own all of your content. 

Post Regular Blogs 

I know what you’re thinking – blogs are so 2003 and nobody reads those anymore, but hear me out. Blogging became popular in the early 2000s, before social media was as prevalent as it is now, as a way for people to write their thoughts on the internet. In 2021, however, they’re much more than a random person’s online diary. Now, blogs serve two purposes: 

  1. To tell search engines that your website is active 
  2. To provide valuable information to your audience. 

Think about it – how many times have you searched for how to do something and landed either on someone’s YouTube channel or on an online article? Those aren’t just articles, friends, they’re blogs. And they not only got you to that website, but likely even got you clicking around to see what other useful information you could find. Blogs work. 

Create an Email List 

Collecting email addresses from your website visitors and social media followers is an oldie-but-goodie digital marketing strategy. This is an alternative way to reach out to your audience and provide them with updates, notifications about upcoming sales/events, and anything else that will add value. You can choose to connect with them weekly, monthly, quarterly, or whatever fits best into your schedule, just remember to always provide them with the option of unsubscribing.

Sign Up for Quarterly Newsletter

Leave a Reply

Your email address will not be published. Required fields are marked *