If you are still relying solely on only one social media platform to market and sell your products, what are you doing?
Last week, Instagram was down for thousands of users globally and as usual, this got many of us a bit concerned and causing sparking panic among many brands and creators who now rely on these platforms to generate income.
I need to tell you today, solely relying on social media platforms to market your products/services (especially only one platform) is very bad for business.
Without a doubt, social media networks like as Facebook, Twitter, TikTok, and Instagram are extremely strong marketing tools for businesses, allowing them to easily, rapidly, and affordably contact millions of potential customers. However, concentrating just on social media is a major mistake. Especially for small businesses.
Think of it this way; when you use social media, you are living in someone else's space. You are the show's star, but you are not the director. You don't officially own what you're posting, and it can be taken away in an instant.
If you spend all of your time and energy developing an incredible social media presence with no backup, you risk losing everything. This is simply because social media networks have the ability to ban, limit, and penalise your business accounts at any time, with/ without providing cogent reasons.
For business owners, content creators or people growing their personal brands, this introduces a lot of uncertainty and risk. Those who have created an audience focused on a single platform risk losing it, as well as their livelihoods.
This post is not for you to be sad, scared or worried. The main takeaway here for everyone is that relying solely on social media marketing is not wise. You do not own the networks or the followers you've grown on them.That is why, with my clients and throughout my career, I have always recommended a connected, multi-channel strategy.
So, what can business owners/creators do to stay on top of this situation;
The first and most obvious option is to diversify your content distribution channels. Of course, transitioning followers to these platforms will necessitate smart communication and creative branding. As with all excellent marketing, the first step is research. You must determine the platforms where your target audience has the most intersection. From there, you can identify the most time-effective strategy to reach both platforms while also ensuring that your calls to action encourage users to follow you across all channels.
Next thing I will suggest is to build your email list. It's crazy how many people have large followings but no email list. Remember that if any network goes down tomorrow, you will lose all of your followers on that platform as well. Build up your email list so you may continue to engage with people who appreciate your work.
Leverage your organic traffic through search engines. Consider having blog sites (websites). With the advent of the World Wide Web, people have access to more information than ever before, and they can find what they’re looking for with just a few clicks. As a result, businesses need to adapt their marketing strategies to meet the needs of the modern consumer.
Customers can search and compare companies based on quality, pricing, and customer ratings, thanks to the vast quantity of information available at their fingertips. Having a website is not just about having an online presence. By carefully crafting your website, you can make it a powerful asset for your business. It’s like having a storefront; it’s just expected.
Build your offline community. I recommend creating a community over which you have complete authority and ownership. Building your offline community can be as simple as attending industry events, joining local clubs, or organising your own meetups. Connecting with individuals in person allows you to strengthen relationships and get useful ideas and viewpoints.
It is frequently advised not to put all your eggs in one basket, especially if you do not own the basket. Similarly, focusing all of your marketing efforts on one or two social media channels is always a dangerous strategy. After all, algorithms change, features come and go, and some platforms may not even exist in years to come.
I encourage you, as business owners, to distribute your efforts broadly and maximise the possibilities of your own platforms in order to instill trust in what remains an uncertain creator economy.
Relying entirely on social media platforms to market your brand, is neither sustainable or smart, and you should fix it as soon as possible.