How To Maximize Your Digital Impact
The idea of marketing can be overwhelming. Whether you’re a business owner who is trying to handle marketing on your own or even a marketing professional, you’re probably doing all sorts of different things when it comes to marketing. You’re trying to generate leads, you’re nurturing potential sales, you’re developing the business, you’re managing your website, you’re worried about SEO, you’re managing social media, you’re networking, and then there’s probably a laundry list of other things that you’re also doing.
While it’s great that there’s never a dull moment in marketing, on the other hand, it’s very difficult to do everything really well… especially if you’re a one-man-band.
Instead, it is more beneficial (especially with social media) to focus your attention and your activities so that you can maximize your results.
“Better is Greater Than Bigger”
A few years ago, when social media started to become a key part of the marketing discussion and the marketing strategy, the idea was that you had to be everywhere so that people could find you on all the different platforms. Yet, what many people end up doing is posting something on LinkedIn, then throwing something up on Twitter, then trying to do something clever on Facebook, and trying to come up with something more impactful for LinkedIn, then forgetting Instagram, and stressing out about being three weeks behind on their blog, etc. By getting caught in this cycle, most people end up doing a lot of the platforms decently, but not really maximizing the platforms by doing one or two of them remarkably well.
While still having visibility on platforms is important, what we’re learning is it there’s a couple of things on social media now that are beginning to rise to the surface. One of the biggest shifts has been this idea that bigger is not better. The key phrase now is that “better is greater than bigger.” What that means is that the quality of your engagements on social media is really where you’re going to make traction with your clients and your potential prospects.
Humanizing your brand and being authentic is becoming more and more important. For example, many marketers who were using automated schedulers for their social media have abandoned those because they found that the audience is figuring out that it’s a robot that’s posting material and it’s not actually coming from an authentic place.
While picking a few platforms to focus on probably won’t result in attracting 1,000 more followers quickly, what it will do is make the followers that you have more loyal or “sticky.” They’re going to become ardent followers of yours and they’ll become raving fans that turn into influencers.
As a general guideline, think about social media with the 90/10 rule – In order to maximize your potential, give 90% of your attention to the platform that works best for your target market and 10% to the rest.