Sometimes it feels like there’s a new platform joining the social media marketing world every time you go online. OK, maybe not every time but fairly often.
Usually it’ll be just when you think it’s safe to fly with that social media plan you’ve been working on for weeks. You’ve tested, trialed, seen which platform works best. And then?
BAM!
You’re hit with the next biggest thing in online marketing. Every marketer on the planet is jumping with glee and raving about it. Pushing its virtues, idolizing its features. Suddenly it’s everywhere. Or so it seems.
The next best thing at the moment is TikTok. Tomorrow it could be something else. It may even already be something else. The world of social media marketing is ever changing. Sometimes faster than you can change your socks.
So how do you keep up with all the latest and greatest platforms? Should you even try?
The thing is, online marketing takes time. Increasing the channels you’re on, adds to the time it takes to create and adapt content so it can be suitable for all the different platforms.
For each one you have to post the articles; promote the articles; interact with potential clients; build an audience; keep creating content; keep pushing old content; check your SEO; generate interest to keep people interacting; promote the platforms; build up your likes; check your Google ratings… and breathe!
No, really. Take a step back for a second and think.
At what point does your business become more about the online marketing than what you are in business for?
One thing is for certain. You’re not in business for Google!
Social media is a great tool when it’s part of a marketing package designed for you and your business.
But here’s the thing.
Marketing is not a one size fits all kind of deal. It’s relative to the type of business you run. Google ratings aren’t going to help you if your business is running a fruit stand in a location-specific farmer’s market. A post on a local Facebook group will. So will an ad in a local paper. Now, if you sell fruit online and deliver coast to coast, being high on a Google search would be fantastic.
The key to any viable marketing plan is concentrating on your business audience. Focus on keeping up with the platforms you know work for your business. Monitor the results. If one of them starts to take a downward turn, consider tweaking your plan.
But with your clients in mind. Not because some marketer you don’t know is getting all excited on the internet.
Don’t latch on to the next biggest thing just because it’s there and people are talking about it. Most of the time, the talk is just hype. Usually, it’s marketers pushing the next biggest thing to make it the next biggest thing.
Adding social media channels to your marketing activity on a whip and flip basis can be damaging. It can create confusion and give a fly-by-night image. Your clients won’t know whether to follow you on Facebook or pin you on Pinterest. If they can’t keep up on social media, can they keep up in real life? Will you be contactable? Will you turn up?
You risk losing the stability and trustworthy persona you’ve worked so hard to build.
Not only can you burn yourself out, there’s the danger of product overload. Too much coverage on all the channels ever created can result in brand boredom. Your potential clients will be heading for the mute button.
At the end of the day the choice of channels is up to you. If you are happy with the channels you use stick with them. If you want to try a new platform, try it. See how it goes. But do it for you and what’s best for your business.
Remember, marketing is all about selling your business. So spend your budget on actually selling your business.
Social media can sell itself.
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