From my experience, 99% of businesses have a website and some form of relevant social media platform, be it from, or all of the main three; Facebook, Instagram and/or Twitter.
But as we progress forward as small businesses, we need to understand that just having a presence online is not enough.
We need to be communicating as well. Using our social media channels to build an audience of potential clients.
We realise that we cant just rely on one advert to gain all of our customers. If it was that simple you wouldn't see car adverts online, on the tv or in print media throughout the year and you certainly wouldn't see billboard advert - they cost a lot and some would argue that they have very little direct impact on sales.
Multiple advertisements using multiple mediums bring around improved exposure and thus an increase in sales.
Thus as small businesses we know that as we advertise, market and build our brands with an aspiration to get more clients, we realise that we need more content, more media content.
More content - more reach, more reach - more customers.
There is no such thing as bad publicity. No, but perhaps there is a lack of bran development
Regular Media Content
And some businesses are already aware of this and are starting to push out regular content. But there is good and bad content. And when we discuss bad, you already know know the ones we're looking at. They come up in your social media feed as you scroll down. You see the latest 'internet funny' being shared and posted out. You see the latest viral video being shared and posted from their page.
And sure, they might get some engagement though likes and shares, but what does that post, that advertisement say about their brand? What development does it do for their brand? Does it progress their business forward?
The answer is minimally and probably not. Whilst they are getting in front of people regularly, they are boosting someone else's page, they are sharing someone else content. More often than not, the content they are sharing has no relevance to what they are doing, what service or product they offer. They are effectively becoming another click-bait, view-bait service provider.
Eventually we all become bored or wise to this practice and we switch off. Have you muted someone in your social media because of what they post? So will that happen to your company if you don't post relevant messages?
So What's The Answer?
Simple, the content you share must be relevant to your brand. The content you share should link back to your brand. At the peak, the best of the best, the content .... should be of your brand.
I'll say that again. Your content should be your brand.
Always look to be developing your brand.
So my question today is: Should you be looking to work with someone who can deliver your brand, your communication and your products and/or service to your website and social media platforms?
Perhaps the equation should read:
More relevant content - more relevant reach, more relevant reach - more relevant customers.