Are you struggling to grow your small business because social media engagement is no longer what it used to be? You’re not alone. Over the last two decades, social media has become a dominant communication and marketing channel. But, what once had the potential to launch small businesses into the stratosphere of public awareness is now showing its limitations. For all but the largest companies, the value of social media as a marketing channel is rapidly declining.
Last week, Meta announced plans to update its content moderation, and it was also in the news over its launch of AI-powered accounts on Facebook and Instagram, reinforcing concerns about the growing presence of bots and diminishing human interaction online. This aligns with the “dead internet” theory, suggesting that much of today’s online engagement may no longer come from real people. As a small business owner, relying solely on social media for growth can mean wasting your resources on non-human interactions.
If your goal is to sell your product or service to humans, it’s time to craft a marketing strategy that prioritizes connecting with real people in meaningful ways—both online and offline.
Why You Need a Broader Marketing Strategy
Diversify Your Efforts
You’ve likely heard the expression, “Don’t put all your eggs in one basket.” The same principle applies to marketing. Relying exclusively on one channel—like social media—puts your business at risk. Algorithm changes, increased competition, and shifting user behaviors mean that no single platform can guarantee sustainable growth.
Instead, think about building a diversified strategy. If you already know exactly who your target market is and where they spend time, you can focus your efforts there. But for most small businesses, creating multiple touchpoints with customers is essential to building brand awareness and fostering trust.
Know Your Ideal Customer
A successful marketing strategy starts with understanding your ideal customer. Who are they? What are their pain points, and what emotional drivers influence their decisions? Position your product or service as the perfect solution to their needs.
Here’s the key: Your messaging shouldn’t focus on what your product does but on how it solves your customer’s problems. Address their pain points directly. For example:
Instead of saying: “Our software automates accounting tasks,” try: “Spend less time on paperwork and more time growing your business.”
If you’re worried about narrowing your audience too much, consider the Pareto Principle (80/20 rule):
80% of your results come from 20% of your customers.
Focusing on finding more customers like that 20% can improve your business results dramatically, and make your entrepreneurial journey more enjoyable.
Is Social Media Still Effective for Your Top 20%?
Social media might still play a role in your strategy, but ask yourself: Is it the best way to reach your ideal customers? For many businesses, the answer is no. Social media engagement often involves bots or passive viewers who don’t convert into paying customers. Its also very easy to fall into the “vanity metrics” trap. Just because a post had a 10,000 views, doesn’t mean you’ll get any new orders.
Instead, consider these alternatives:
Email Marketing: Build a list of engaged subscribers who want to hear from you.
Content Marketing: Write blogs, create videos, or host webinars to establish yourself as an expert in your field.
In-Person Networking: Attend trade shows, community events, or host workshops to build face-to-face relationships.
Referral Programs: Leverage word-of-mouth by incentivizing your current customers to refer others.
Building a Better Marketing Strategy
When we work with clients, giving their business the birr boost™, the first step is identifying their ideal customer. Knowing who your customer is allows you to:
Pinpoint their pain points.
Understand where to find them.
Develop messaging that resonates.
Often, the solution is a combination of online and in-person strategies. For example, a personal interaction can build trust and familiarity in ways social media cannot. People buy from those they know and trust. When it’s time to make a purchase decision, personal connections significantly increase conversion rates.
A Real-Life Example
When I was a wedding photographer, I made it a point to meet every potential client for coffee or a beer before they booked. This accomplished two things:
It gave them an opportunity to get to know me.
- It built a level of trust. As I’d tell them: “I’m a guy you just found on the internet and I’ll be spending more time with you—and many intimate moments—than most of your lifelong friends and family.”
This approach built trust and consistently converted inquiries into bookings. The same principle can be applied to any business.
Practical Steps to Diversify Your Marketing
Here are actionable steps to build a more robust marketing strategy:
Define Your Ideal Customer: Use surveys, interviews, and analytics to identify their demographics, preferences, and pain points. If you’re still struggling to identify them, look at your business and pick 2 or 3 of your best customers. Describe them.
Create a Multi-Channel Approach:
Combine email, content marketing, and in-person events.
Use social media strategically to support other efforts.
Focus on Building Trust:
Share testimonials and case studies.
Host live Q&A sessions or webinars.
Measure and Adapt:
Regularly review your results.
Focus on what’s driving the most conversions.
Conclusion
Don’t let your small business get lost in the crowded and ever-changing world of social media. By diversifying your marketing strategy and focusing on real human connections, you’ll build trust, grow your audience, and achieve sustainable success.
Ready to take the first step? Download our free guide to creating a marketing strategy tailored to your business or schedule a consultation with us today.
