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Mike Paine
by Mike Paine
February 6, 2023

It should go without saying that social media needs to be a part of your marketing strategy, but just in case, let’s just say it: social media should be a part of your marketing strategy.

Maybe you were hoping it would go away. Maybe you still think it’s just for young people. It’s here, it’s not going away and it’s being used by everyone, no matter which way you slice the demographics.

There are several compelling reasons why you need to prioritize social media if it’s been absent or an afterthought:

  • Over 3 billion people use it every month (your target market is probably in there somewhere).
  • It does wonders for your brand awareness, as well as your reputation as an expert in your industry.
  • It breaks down barriers between brands and customers.
  • It fits every budget and there’s no cost barrier to entry.

While social media should be an important part of your strategy, it’s important to mention that it should remain just a part and not the entirety of your strategy. A well-balanced approach allows social media to amplify your existing email marketing, blog posts or video series.

Here are a few tips for engaging with the current social media environment:

TikTok is for B2B

You might think of TikTok as an unusual place to find lawyers or accountants, but that’s exactly the kind of businesses that are beginning to utilize the platform to engage with audiences. With short-form video format and a completely laid-back vibe, the site is the perfect place to show your sense of humor or your more relaxed side.

Go Vertical

Think about the way people use their phones when making a video. Vertical video makes it easier for viewers to see your content, so think about a vertical video.

Distinguish Between UGC and Influencers

The role of influencers is changing, with many brands preferring influencers with a niche audience rather than those with millions following them. It’s a move that feels authentic to audiences, and it makes sense that it becomes harder to relate to major influencers as they become wealthy and spend the bulk of their time on social media. You can also tap into user-generated content (UCG) for the ultimate in relatable posts.

Remember Your Social Roots

What was the reason you originally created that social media business profile? Think about your goals and whether your activity on social media is still matched with the purpose of engaging there.

Social media is a great marketing tool, but it takes time to do it well. If you're looking for more tips, follow our socials or tune into our podcast where we post marketing tips, motivation, and interviews with like-minded businesses daily.

Mike Paine
by Mike Paine
February 6, 2023