Many small business owners fall into an avoidable trap when they start out in social media marketing. They mistakenly believe they should actively participate on every social media platform, all the time – 24/7/365. In case you don’t already know, then let me be the first to tell you (from personal experience): being everywhere online is an exhausting and inefficient use of your time. Rather than trying to be a social media marketing “rock star,” you should fine-tune your focus. That way, you’re performing for the right audience at the right time, rather than broadcasting to empty stadiums.
There are many reasons why you should take the time to choose the best social media platform(s) to meet your business and marketing requirements. These are two you’ll want to consider when you’re ready to fine-tune your focus.
Perhaps you’re a small business owner who only has a small amount of time to devote to social media marketing each day. Wouldn’t you agree that it makes more sense to spend your limited time learning how to effectively use one or two platforms – then using them successfully for marketing – rather than taking a “scattershot approach“? As you know by now, there are dozens of platforms out there and each has its own unique characteristics. With only a few hours every day, you could easily become overwhelmed trying to learn and use them all. According to a recent article on the Business Insider site:
Instead of spreading yourself thin over the entire Internet, determine the platform(s) your potential clients use most, and become proficient in the same one or two. Fine-tuning your focus allows you to increase the quality of your company’s online presence while maximizing your time.
You can try all you want to bend a platform to meet your own needs, but you must remember that social media marketing involves much more than broadcasting – it’s about building relationships with your clients. You could easily spend all your time curating, creating, and posting unique content for your company’s several social media platforms. All too often, doing these things take up nearly all of your time. As a result, you may miss out on real opportunities to build the relationships your potential and current clients crave more than just your ubiquitous presence on social media. Don’t be a small business owner who forgets the “social” in social media. Provide content and participate on social media, of course, but make sure you also value your audience and their time.
Are you ready to fine-tune your social media marketing focus? I would love to hear your suggestions and what works for you. Please feel free to leave comments below.