Marketing is More Than Just Social Media

Written By Lauren Paine

Marketing is More Than Just Social Media!

As a business owner myself, I know that my time is stretched between all the different roles in a business: sales director, finance director, MD, Customer Services, HR Director, Marketing Director, and, if you are a solopreneur, all the roles that go under Director level that actually get things done. Carving out time for all these different aspects isn’t easy. I frequently hear from small business owners that they know they should be marketing their business, but they just don’t have time. And often, they think marketing is just about social media. But it’s so much more than that.

The Bigger Picture of Marketing

Marketing isn't just social media posts and likes. It encompasses a variety of channels and tactics, all aimed at building your brand, reaching your target audience, and driving business growth. Here’s why it's crucial to look beyond social media and consider a broader marketing strategy.

1. View Marketing as a Must-Do Activity

You wouldn’t view your tax return as optional, or answering customer inquiries as "only if I get a bit of time." Marketing should be viewed the same way. Without consistent marketing, customer enquiries will dry up, and then what will you do?

2. Where Are You Trying to Get To?

Running a business is a journey, and you need to know your destination. You wouldn’t get in a car and drive with no idea of where you're going or how to get there. The same applies to marketing. Ask yourself:

What turnover would you like to achieve?

What product or service are you selling?

How many products would you like to sell?

Who are you selling to?

When do you want to achieve it by?

How are you going to attract customers?

Additionally, now this bit is important, take the time to define and understand how the market is segmented, who you want to target and what they look like, where and how they get their information, and what their challenges are that you can help with.

Knowing the answers to these questions gives you a map for your marketing efforts, making it easier to plan and stay on course.

3. Diversify Your Marketing Channels

Relying solely on social media is like putting all your eggs in one basket. Here are other channels you should consider:

·         Email Marketing: Directly reach your audience with personalised messages.

·         SEO (Search Engine Optimisation): Ensure your content is easily found online.

·         PPC (Pay-Per-Click): Drive targeted traffic to your site quickly.

·         Networking and Events: Build relationships and brand awareness.

·         Blogs: Position your brand as an authority and improve SEO.

·         Downloadable Resources: Offer value through e.g. eBooks, whitepapers, and checklists.

·         Traditional Media: Don't forget print ads and local radio to reach different demographics.

·         Testimonials and Reviews: Build trust and credibility through social proof.

4. Set SMARTER Objectives

Set SMARTER objectives—Specific, Measurable, Achievable, Relevant, Time-bound, Evaluated, and Re-adjusted. This ensures your goals are clear and attainable, with mechanisms for assessment and adjustment.

5. Break Your Tasks into Building Blocks

I know that large marketing tasks can be daunting, but marketing doesn’t have to be complicated. Break them into smaller, manageable blocks. For example, developing your marketing strategy can be broken down into:

·         Marketing review

·         SWOT analysis

·         Competitor review

·         Setting objectives

·         Developing customer profiles and how you want to be perceived by your target audience

·         Being clear on your product/services and your pricing structure

·         Identifying key marketing messages

·         Listing activities to reach your goals

Complete each block one by one, and you'll end up with a comprehensive strategy.

6. Consider Outsourcing

You don’t have to take on every role yourself. Outsource parts or all of your marketing to experts (like me!). This allows you to focus on what you’re great at and why you started your business in the first place.

Conclusion

Marketing is more than just social media. By adopting a multi-channel approach and setting SMARTER objectives, you can create a comprehensive strategy that addresses your audience’s needs and drives sustainable growth. Once you have your strategy in place and a clear action plan, it becomes much easier to schedule and prioritise your marketing activities and start seeing a return on your investment. If you need help getting your marketing strategy in place, get in touch and let's discuss how I can help you create your roadmap.