Going all-in on social media? That’s not a strategy. It’s a gamble.
In today’s digital society, social media keeps the world connected. It keeps you informed about what’s happening in the world and provides a channel for founders to market their companies.
According to the University of Maine, there are 4.8 billion social media users, representing 59.9% of the global population and 92.7% of all internet users. There’s no denying the opportunity to reach consumers through social media marketing, whether organic or paid.
It’s easy to create an offer, start marketing it on social media, and receive instant sales. However, you don’t own social media platforms, which leaves you dependent on others to get clients.
Depending on someone else to market your business is not a sound strategy, especially given how AI is changing things. Here’s how to create a diversified marketing plan that increases sales no matter what changes online.
Use each social media platform for a different type of marketing.
The beauty of social media for founders is that each platform has its own nuances with the types of consumers who frequent each platform. LinkedIn is considered a professional network. Instagram is a place for visuals. YouTube offers everything from education to entertainment. Facebook is where you can find the best advertising opportunities. TikTok has some of the best organic reach. Lastly, Threads offers thought-provoking conversations.
One way to diversify your social media use for lead generation, consumer education, and client acquisition is to leverage each network in different ways and market to different audiences. Posting the same content across platforms is ineffective because consumers expect optimized content for each platform.
Diversifying your content across platforms gives you the opportunity to split-test different messaging, offers, and client acquisition strategies. It also creates diversification. If one platform is not functioning, you have the other platforms to make up the difference.
Use social media for lead generation. Then, send consumers to the platforms you control.
Facebook, Instagram, TikTok, LinkedIn, or any social media platform can change their algorithms, your reach, what you have access to, or how you can market your business. Social media platforms can and do make changes without notice, and those changes can affect your business if they’re your only marketing channel.
Your goal should be to take advantage of the reach of social media, educate your consumers, and then direct them back to your email list, website, and other owned media. Generate leads that are sent to your owned platforms, so that no matter what happens with social media, you have marketing channels.
Focus on building your email lists.
Founders’ and their companies’ greatest asset is their email list. With an email list, you always have a way to market your offers, even if social media disappears. It’s also smart to create multiple email lists that are segmented based on how consumers found your company. You can split-test messaging, offer different options to different audiences, and build an asset that increases your company’s valuation. Email lists are sellable assets.
Create a personal brand that shows up in traditional and AI search.
Leveraging PR, thought leadership content, podcast guests, public speaking, media features, and educational content creates a strong and visible personal brand. Building a personal brand means you’ll always be able to sell, no matter how your offers change.
Your personal brand is even more important in the age of AI, as chatbot search pulls your credibility from the internet. One way to diversify your marketing beyond social media is to continue building your personal brand and show up more visibly in traditional and AI search results.
Leverage offline marketing channels.
In the digital information age, it can be easy to focus on only online marketing strategies. There’s a whole world of opportunity offline, at conferences, events, meetups, local networking, and more. Consumers have online fatigue post-pandemic, and in the age of AI and the metaverse. You’ll find potential clients and your consumers participating in offline channels, and you can reach them when you show up.
One great way to diversify beyond social media marketing is to add offline networking to your marketing plan. Connect with your local consumer base and, if you’re a nomadic founder, as you travel.
Social media offers a great opportunity for marketing, but it shouldn’t be your only channel, as you don’t own or control it. Create a diversified marketing plan and watch your revenue increase. It’s wise to have options.
Feature image credit: Getty Images