Anyone who’s anyone in the business sphere understands a thing or two about social media, especially as creative platforms like YouTube and Instagram continue to rise up the marketing ranks. However, while there’s no denying the marketing value of social media on the whole, many brands find that getting stuck in the social media silo can have a catastrophic impact on marketing elsewhere. This is bad news in an age where diversity continues to drive positive, wide-reaching marketing approaches. Here, we’re going to look at three signs that the social media silo has your marketing stuck, and what exactly you can do about it.
#1 – You’re blowing your entire marketing budget
Social media campaigns are cheaper than many marketing alternatives, but the vast majority of companies still spend a disproportionate amount of their marketing budgets here on things like PPC ads and influencer campaigns. Putting all your eggs in the social media basket is always bad news, especially considering that audiences here largely consist of millennials and gen xers. This is why so many companies still put power in traditional marketing that ensures appeal for young and old audiences alike. To make sure that you, too, aren’t limiting audience reach, it’s crucial to cap your social media budget and continue making way for additional marketing focuses like billboard installation and leafleting. That way, you spread your marketing wings much more widely and stand to see far larger, and more satisfying returns as a result.
# 2 – Replying to comments is eating all of your time
High levels of engagement are undeniably crucial for success across social platforms, but wasting all your time on social media is never worth your while. As well as again creating a one-track marketing focus, this mistake can prevent you from perfecting your products themselves. To overcome this, it’s crucial to find more viable ways to keep engagement going, such as automated replies or outsourced social media management. That way, you can both focus on other marketing requirements, and provide better products that will sell your brand way more effectively than a rushed comment ever could.
# 3 – Comparison is the thief of your joy
Social media is also beneficial for competitor transparency that gives you an edge. However, if you spend too much time on your competitor’s accounts, or if you find that their updates are impacting your confidence, it’s another sure sign you could benefit from taking at least half a step back. Ideally, you should limit competitive research to no more than once a month. That way, you ensure that your own offerings, and the way your audience respond to them, remains as your central selling focus.
In business as in life, it’s surprisingly easy to get caught up in social media. As we’ve discussed here though, the social media silo can be as damaging as it can be good, and it isn’t always easy to find that distinction. So, ask yourself honestly – are you using social media for your marketing good, or should you reassess your siloed approach?