With every business presentation I am blessed to give, I gain invaluable knowledge into the mindset of the small business owner. Far too many are thinking small minded and small time without real marketing plans. IMHO, these business owners have failed for years in their traditional marketing efforts and are destined to fail with their social media marketing efforts as well.
So, what can the small business owner do to reverse their losing marketing efforts? I would start by pulling the plug on nearly every dollar being spent on current marketing that cannot prove actual ROI. I would then suggest bringing in a social media marketing expert to take your strategy, content, and paid SMM to an ideal level based on your current gross revenue.
You probably think I am crazy. Well, let’s look at an excerpt from one of the gurus of social media marketing…..Gary Vaynerhcuk’s 2017 Keys to Small Business Social Media Marketing:
“No amount of paid media is going to turn bad creative into good content.”
Basically, here is Gary Vee’s overall belief:
“if you’re a small business, you want to focus on spending your time, money, and effort on creating great content (and a lot of it). You should be spending $85,000 a year on creating quality content and only another $35,000 on paid amplification—not the other way around. It excites me to no end to think about the fact that most small business (and even A-list personalities) waste $250,000-500,000 a year on tactics like websites, PR, direct mail, or paid media when they could have just gone all in on organic social content and a small amplification budget to achieve more valuable results.”
While I do not think you can just throw this $120,000 number at small business owners, I do think many small business owners need to start understanding social media marketing done right requires real money, real investment, and real experience. FAR TOO MANY rely on “anyone on their staff with social media experience” to create content, post updates, and even utilize paid ads. Simply put, this is why no one inquires about your business or pays attention to your social media channels – it is obvious how AMATEUR your content is.
Chances are your social media sucks. Do yourself a favor. Start working with a social media marketing agency dedicated SOLELY to social, not some traditional marketing platform trying to reinvent itself under a social media label!