Why social media alone is not enough for your brand
A lot of businesses, especially in Nigeria, are run solely on social media. Sadly, by itself, social media is not enough for your brand. Yes, it’s good (almost necessary), but it can’t do everything you need for your online presence by itself.
In this article, we discuss a few reasons why social media alone is not enough for your business, and what you can do about it.
So, why is social media not enough for your brand?
1. It’s someone’s platform
The first thing you must remember about social media is that it’s rented space within a community – it’s doesn’t belong to you. And to maintain that space, you need to follow the rules of the platform. If you break the rules, your content may be removed, or worse, your account may be taken down – now how many times have we seen this happen?
2. You’re one profile breach away from losing your account
“…the human error that causes people to click on a link sent to them in an email is exponentially greater on social media sites, the officials said, because people are more likely consider themselves among friends.”Sheera Frinkel, New York Times
How many times have you heard of someone losing their social media account to a hacker? Sometimes, these accounts are recovered. Other times, they’re not so lucky. However, you don’t want to take the chance, do you? You don’t want to have to build your following again because you got hacked, not when your business depends on it.
This point is particularly important for those businesses that operate on one social media platform, say Instagram – we know a lot of people that do this. This is also important for people who use the same password for all their social media accounts – change them.
3. Social media’s content constraints
How many times have you tried to make a video for Instagram and you’re trying to keep it under a minute because you’re afraid that people may not watch it if it’s longer? Or maybe you want to tweet something and 280 characters just aren’t enough. Yes, you have Twitter threads and IGTV, but let’s face it; how many times have you abandoned information because you discovered it’s a thread, or quit a video when you saw the IGTV icon on it? Your audience probably thinks the same thing.
4. You have to deal with their algorithms
Have you noticed the steady decline in organic views? Noticed how posts that used to get you 1000+ likes now only fetch ~200 likes? Well, algorithms.
Social media platforms have algorithms that determine what you see on your timeline. If you follow a lot of people, at some point, you may notice that you don’t see a certain person’s posts often. Now, put yourself on the other side – a lot of your followers are missing your posts because they’re not showing up on their timelines. Recently, a client with ~20k followers posted on Instagram and got only about ~6k impressions. That is to say, Instagram only showed her post to the equivalent of a third of her followers. Now, just imagine you’ve spent time building your page to 20k followers, yet less than a third of them see your posts.
So what should you do?
To be competitive online, you need a few online marketing components.
- A (good) website
- Your domain name
- Content (in the form of a blog or video)
- Email newsletter
- (and of course) Social media
1. Your website
Your website is the first step in taking control of your online presence. With your website, you don’t have to worry about any of the restrictions you deal with on social media. Your content is yours and you can do as you please with it. In this article, we talk more about why you need a business website. You should check it out.
2. Your domain name
While topfashion.wordpress.com and firstname.lastname@example.org are great, do you know what’s better? topfashion.com and email@example.com. Owning your own domain names gives you a more professional look – when you’re talking about your business and when you’re sending emails.
Quality content shows your audience that you’re the go-to person for solutions to their problems – simple. Now, whether you provide this content via a blog on your website or videos on YouTube or both is based on what you prefer and what works best for your industry.
4. Email Newsletter
First of all, email marketing is the digital marketing hack you’re not using enough. With email marketing, you can reach a wide audience that’s primed to hear what you want to say (because they signed up for your email newsletter), and you’re not worried about algorithms affecting your visibility because your newsletter is delivered straight to your subscribers’ inboxes.
Finally, the ROI on email marketing is 4200%. That is, on average, every $1 spent on email marketing returns $42.
5. Social media
Social media is an important element in building your online presence. When done right, it can help boost your brand significantly, and we’ve talked extensively about this in our social media articles.
However, social media shouldn’t be the only component of your online marketing plan.
Look on the bright side: you already have an active social media audience so you’re off to a great start. Now, you need to:
- Get a website
- Set up a mailing list and link it to your website
- Start creating helpful articles on your website’s blog
UBS Digital is more than happy to help with these. So, feel free to contact us.