Stop treating social media like it’s just platforms influencers and kids use.
Instagram, TikTok, Facebook, The Artist Formerly Known as Twitter, etc. are powerful marketing platforms too many businesses ignore in their marketing mix. This is unfortunate because building an audience on social media is still on the easier end for effort.
Credit: Neil Patel – NP Digital
With all the algorithm updates Google Search has made (so far) that has caused some sites to lose lots of organic search traffic – SEO in this era of the internet, and digital marketing really means “Search Everywhere Optimization” (credit Neil Patel for that phrase).
You might have read my previous blog about Retro Dodo and how Google’s search algorithm changes have decimated their business. But you may not have heard HubSpot’s story. In short, the recent Google Search algorithm changes hit them hard too, and they’ve reported losing over half of their organic traffic from Google.
However, over the recent years they’ve expanded their reach on other platforms, and have become a full fledged media and marketing company – HubSpot simply just monetize those traffic sources through their product. I’m not kidding, they’re a full-fledge media and marketing company and have diversified into many other channels (such as podcasts), and other mediums. Also, their social media game is strong AF! If you’re not thinking of your business as a media and marketing company, then you’re going to get left behind.
The impression your brand makes on social media is important
The entire marketing mix is more important now than it has ever been, and building your brand is the last moat you’ve got. I mean it, get your name out there to be found everywhere, and don’t rely on one marketing channel because you never know when it might be taken away from you. Social media (all platforms) is the one I suggest the most because too many brands ignore it, or treat it like it’s a spot to just dump random product photos instead of building a loyal audience. Look closer at the infographic I posted above – Instagram is the 2nd highest searched platform per day, and it’s insane if you’re not trying to capture some of that traffic. But to do so in a meaningful way, you MUST put effort into it like I did here:
This is an Instagram story I created for one of my international team athletes. The reason why she’s stepping up the social media game is because we’re trying to attract the attention of sponsors and donors to support us in the pursuit of the 2028 Summer Olympics in LA.
When speaking with prospective clients, I’ve seen far too many clients miss the mark with quality on their social media. Even worse, some of them have told me “They’re in the luxury segment” then appear shocked when I show them how they’ve missed the mark with photos on their social media, and on their website too. So I’ll repeat it again just in case it needs to be reinforced – QUALITY EVERYWHERE IS IMPORTANT TO YOUR BRANDING!
