Why social media and content marketing are difficult for most businesses
Because it’s a process. Not a one-off.
It’s long-term. Not “today”.
Losing weight is a process. So is dating. Building a brand, same.
On the flip side, putting up an exhibition or running a seasonal sales promotion is a one-off. It’s easier to manage. There’s something to get excited about right away. There is an immediate “I did this and this happened”.
Most businesses approach social media and content the same way. They think, “Post about our cool product and everyone will engage”.
They see a viral sensation, but not the months and years of content it took to become an “overnight success”.
See, we cannot be myopic and build a brand. It takes long-term vision and thick skin to show up daily.
A brand I work with sells high-value products to a niche audience. Our competition sells inferior products, but at a much, much lower price. Their social media presence is all about “product” and “buy”. We, on the other hand, spoke product and more.
We engaged. Every. Single Day. Every enquiry. Every question. I was there, answering them. Providing support. If there was a potential client, I was there, in the trenches. Engaging with their content. DMing them (not spamming).
We sold products with a price point of over $1,500 using social media!
More importantly, we are “top of mind” with a level of loyalty that’s reserved for the best brands. Of course, our product is kick-ass too! ;) (No amount of great marketing will save you if your offer is s*it!)
Those who fail at social media and content blame inadequate resources.
This is incorrect. We’re seeing thousands of small businesses crushing it online with minimal budgets, 1–2 person teams, and not knowing what to do but figuring it out as they go.
The difference is that THEY SHOP UP EVERY DAY.
So,
Send that DM.
Publish that article.
Post that image.
How are you showing up for your business?
