Stop Relying on Social Media to Grow Your Business

silver bulletSocial Media is all the rage. There are endless offerings of webinars, seminars and “free reports” on how to take advantage of the Social Media craze.

There are thousands of social media tips, tricks and strategies to help you grow your business. Yes, Social Media can be an effective strategy if the right steps and actions are taken. Yet for many it is a source of frustration and a profound waste of time. So then why is Social Media becoming the “must do” marketing strategy?

In my opinion, everyone is looking for the silver bullet. Just imagine if you didn’t have to sell or talk to anyone but the business just came flying in. You could just sit on the beach do your posts on Facebook and LinkedIn, do a few tweets and watch your bank account grow.

We all know this is a pipe dream. Social media can be a key piece of a marketing plan but should not be THE plan. It should be a piece of the puzzle that works with more traditional marketing strategies such as direct sales, advertising, networking etc. in a consistent and systematic manner.

Here are a few tips on how to integrate social media into your overall marketing strategy:

  1. Understand your target market. Identify your ideal client. Are they even on social media? Which platforms do they use the most?
  2. Determine the key message you are trying to communicate. Are you building your brand? Educating the audience on the overt benefits of your product or building loyalty by creating a mission for your audience to rally around? Eg. “Let’s make the world a better place.”
  3. Decide how your social media strategy fits with your overall marketing strategy. What do you want your audience to do when you do submit a post or tweet? Do they go to your website, blog or respond directly to you?
  4. Be sure to connect all the dots in your marketing strategy. Your brand and messaging should be consistent throughout all mediums.For example, when you submit a post on your Facebook Fan Page that causes someone to check out your website the visitor should be able to find messaging and more detailed information that follows the story line of your Facebook post.

The key to social media success is to NOT treat it as a standalone strategy. Social Media should be just one spoke of several in your marketing wheel. We all know how wobbly a wheel is with only one spoke; it takes several for a wheel to be stable and move forward with consistency and ease. An effective marketing program should consist of a number of interconnected strategies that will generate leads from different sources.

Tony Malyk, Vancouver Business Performance Coach
Phone: 604.374.5934

Tony Malyk

Tony Malyk is a Certified Professional Business Coach and Business Value Accelerator specializing in improving profitability and increasing business value in the manufacturing, distribution, trades and technology sectors.