If you’re growing a small business in 2024 on the internet, you’re using social media to market that business. Period.
BUT if you are growing a business in 2024 on the internet and the bloom is off the social media rose for you, what then?
As a digital marketing strategist, content writer and someone who has been marketing her own business online for several years, I fully understand the hold social media marketing has on us.
When you are on social media as part of your marketing, you’re seeing constant reinforcement that without social you won’t be able to effectively market your business.
And that’s not entirely true. Like everything, there are pros and cons to a heavy social strategy and as an entrepreneur, you get to decide for yourself – so cool!
Some pros and cons of social media marketing…
Social media is powerful for so many reasons:
- Free and easily accessible for anyone
- Ability to reach a large audience
- Possibility for viral growth
However, the downsides to using social media to grow your business are just as powerful…
You kinda don’t own your social content
The content that you spend hours planning, creating, editing and optimizing is not solely yours once it is uploaded to the social platform of your choosing.
By law that content belongs to you, but once it’s posted you are agreeing to that platform’s terms and conditions, whether they work well for you and your content or not.
Social media is a fickle mistress
Just like not truly having control of your content, you have no control over how that social platform distributes, categorizes and prioritizes your content.
You are truly at the mercy of their choices, algorithms and political ridiculousness. This is one of the things I find the most frustrating.
Social media marketing can be a full time job ON TOP of the business you’re building
We all know that consistent, quality social media content takes serious man hours. And on top of that, keeping up with the constant changes, tips, tricks, hacks and platform shenanigans only adds more hours to your already packed schedule.
For content creation, if you’re in a position to hire someone to do that for you, amazing!, but if you’re not, it gets added to your overflowing to-do list.
Small Business Marketing With Less Social
So is it possible to successfully market and grow your business without relying heavily on social media?
Absolutely.
Here is a comprehensive (but not complete) list of marketing strategies that are low (or no) social:
- Blog articles on a website or landing page
- Email newsletters
- Podcasting
- Podcast guesting
- Networking – online or local in person
- Client Referral program
- Threads (my current favorite social option)
- YouTube – Shorts or long form
- Website SEO
- Partnerships
- Lead magnet swap
- Guest blogging
- Co-teaching with a contemporary
- Business Cards
- Word Of Mouth (with a Starbucks giftcard as a thank you)
- Affiliate marketing – create your own affiliate code or partner with a brand that aligns with your business, brand and values.
- Industry specific lists and website
Take some time today and look into a few of these options! You may be surprised at how easy it can be to loosen the grip social media has on your business marketing.
Social Media Marketing Your Way?
One of the things I work with my clients on is deciding what their marketing mix is going to be.
Your marketing mix is the combination of platforms and strategies you’re going to focus on as you build out you overall marketing plan and it’s a great place to start!
Here are a few things to consider when deciding on what you marketing mix will be:
- Spend time getting to know and understand your audience so well! This will allow you to know where they are spending their online time and the best channels to reach them.
Knowing who you’re trying to reach also a hugely important part of growing a business in general. - Based on what you know about your audience and their needs, preferences and online habits, what content would be the most beneficial?
And out of that list, start with the content and strategies you’re immediately comfortable with – this will make getting going easier – and build on as your experience (or budget) grows. - Be ready to be flexible! As your business grows and marketing needs or preferences change, change along with them in a strategic and aligned way.
I actually break this whole process down in this episode of The Marketing In The Margins podcast – “What Is Your Marketing Mix?”
It’s true that small business marketing is overwhelming, especially for us solopreneurs doing it ourselves.
Please remember that ultimately, you hold the power to create, build and scale your business in whatever way works best for you! This goes for your marketing efforts, too.
And if you’ve reached a point of social media burnout, it’s ok, you have so many other options!
Want some help figuring out your low social media approach? Shoot me a message, let’s chat!
