Social Media Is Not the Cause of Your Business’ Success
I recently watched an epiphany-inspiring interview of Seth Godin by Marie Forleo.
They covered many topics, my favorite being social media as a marketing tool. Seth is not into it.
“Feeding the algorithm, working for free for a social media company, and using it as a barometer of your days…Your highs are based on did you get a bunch of likes…why give up your future this way?” — Seth Godin
Marketing is not social media, social media is just one part of marketing.
And it’s not always necessary — or even helpful — for small businesses.
Does your business even need social media?
I see many small business owners, myself included, stressing over social media.
We’re fixated on views, likes, and engagement, but these are the wrong metrics to be focusing on.
• Are you actually generating business from social media?
• Are you building community on social media?
If the answer is no to both of the above, it’s time to re-evaluate.
Don’t put all of your efforts into social
If you did answer yes to one or even both of the questions above, *do not* put all of your marketing efforts into social media.
You don’t own your followers on social media. If Instagram crashed or TikTok ceased to exist, there’s no way to get in touch with the community you built.
(This is why email marketing is so effective.)
The algorithm is also ever-changing, with organic reach being a legend from the past. Meaning your followers may not see your posts.
And if they do, the lifespan of an Instagram post (when it receives the majority of its likes, comments, shares, and reach) is just 48 hours. TikTok is even less at 0–2 minutes!
Social media can have an impact on your business, but email, SEO, and word-of-mouth especially can lead to better results — and with less effort.
How to use social media effectively
“When a brand resonates and catches on, other people talk about you, you don’t talk about yourself.” -Seth Godin
Social media, when used as a marketing tool and used effectively, is actually word-of-mouth.
Due to the algorithm, the saturation of posts, and big businesses with big ad budgets, your ideal customers are less likely to find your small business organically on social media.
They’re more likely to find it if a friend shares one of your posts (ahem-word-of-mouth).
Which means you have to give your followers something to talk about.
This is why memes and entertaining reels tend to go viral, but you don’t have to go this route. Before making a post, ask:
Is it informative?
Is it inspiring?
Will it add value?
If yes to any of the above, post away.
One thing I’ve noticed: Small businesses can get away with promotional posts more than big business. Big business has to lean on entertaining and scroll stopping posts or invest in ads to be successful on social media.
Many of us are disenfranchised with big business, opting instead to support our community’s small businesses. Which means we’re more likely to engage with a small business’ post than a big business’ post, even if it’s a carousel of the small business’ new inventory.
So don’t be afraid to share sales-based posts. I cover this and posting strategy more in my Self-Employed School online course, along with how to use other marketing channels without them using all of your time.
If you enjoyed this post, buy me a coffee or connect with me here.
—
Just getting started in business and looking for a roadmap? Check out my Begin Your Business online course. We’ll cover everything from pricing to forming an LLC, assembling your team to getting your first clients, and everything in between.
Been around the business block and looking to grow? My Self-Employed School online course provides a deep dive on topics including website SEO and design, e-newsletters, social media, public relations, and more. It all culminates in creating an easy and effective marketing strategy for your business.
Hey there! I’m Meg:
LOVER OF CATS, ROLLER SKATING, AND VW BUGS
I also love business and share all kinds of tips and resources to help you grow yours.
Ready to get business savvy? Subscribe to my email newsletter. ;)
More Business Resources