It’s about to be 2020, new year, new marketing plan. The new year is less than 45 days away, and if you haven’t started thinking about a strategic marketing plan for your business, it’s time. A true marketing plan should make sense for your specific business, how you operate, and who your clients are. It should also include more than just social media. Don’t fall into the trap of putting all of your eggs in one basket. You’ll be fighting an uphill battle. Here are the reasons why your 2020 marketing plan should include more than social media.
Social Media is Noisy
Okay, so we don’t need spend much time here. It is 2020 (basically), every business has a social media page. Usually more than one. And they are all competing for attention. It’s the space that is the most crowded. And we as consumers, are becoming more and more skilled in tuning it out all the noise.
Social Media is Less Personal
Creating a personalized experience has so many benefits. You’re able to build brand loyalist, have higher transaction rates, etc. It is possible to add a bit of personalization to your social media efforts, but you aren’t able to really hone in on the personalized experience that other channels will allow you to have. For example: think about how you behave as a consumer when it comes to companies that know and understand your buyer habits versus those that don’t.
Social Media is Rented Space
Dan Moyle compared social media to renting vs. owning.
“Social is like that apartment you live in but don’t love. A website, on the other hand, is that house you own and love. You can build it and improve how you want. Building your brand in social is fleeting, but building the best website for your business means longevity. Think of your marketing like your living situation. Renting can be great in the right circumstance. But don’t you want to own where you live?”
I’ve always taken the stance of owning your audience. With social media, you’re borrowing their audience. By building your own audience, through various channels, and collecting their info to cut out the middle man (social media), you’re able to better connect with your potential and existing customers.
The Rules Are Always Changing
I spend a lot of time reading about what’s going on within the marketing landscape, and the one thing that keeps me on my toes as a professional is social media. It is always changing. Always. Every aspect of it.
“The goal of these companies is to keep viewers right there on their own platforms so they can sell space to advertisers. They don’t care about brands who don’t pay to play. So if it benefits them to change how the platform works in order to keep users engaged in their app or platform, they will”.
So what works today, may not work a month from now. You can either keep up with the changes, or diversify your marketing channels.
It’s Intended for Socializing
Let’s not forget the ‘social’ part of social media, and it’s original intent. To be a social space. So while users may go on social media for recommendations and research before making a purchase, for the most part, they aren’t there to shop. They are keeping up with family, friends and entertainment. That’s why content is so important. You can’t just sell, you have to entertain, educate, and engage with your audience. You need to win them over before they decide to make a purchase. Playing in the social space means that you need a content strategy that aligns with your overall marketing strategy.
Okay, so now that you’ve read through the reasons as to why you should include more than social in your marketing strategy, it’s time to do something about it. Let’s chat, so that we can brainstorm different options that work for you. Your time, your budget, and that are easy to implement. Schedule a call, and we’ll spend an hour planning out your 2020 marketing.