There is a distinct advantage to knowing where you show up and why.
Digital marketing and social media is evolving so fast, with new trends and features popping up every day. This has bred an environment of “being behind” and constantly playing catch up as small businesses, freelancers and entrepreneurs are expected to pivot at every moment or miss out on a big opportunity.
That’s why having a strategy around your platforms, and an understanding of where you’re showing up and why is so important.
If you know exactly how all your boxes are being ticked and by which platform, the temptation to lane switch and go into nesting bird mode will be easier to resist - or it won’t come up at all.
We know that a good brand strategy should be diversified. Having all your eggs in one basket - Instagram for example - is never going to end well. We don’t own Instagram, so our content is at their mercy: the mercy of algorithms, bots and the ever-shortening attention span of our audiences.
That’s why a diverse plan is always a good idea. But go too diverse and you’ll stretch yourself too thin, run out of ideas, and spend more time creating content than actually making money.
You know what they say - work smarter, not harder. And also, quality over quantity.
So where should you show up (and why?)
There’s a general rule that starting out, you should stick to 2-3 platforms you can do well.
There’s also a general rule that one of those 2-3 platforms should be rich content. I know how we all feel about “shoulds” in our business, but it’s not bad advice. But also, not achievable for everyone, nor will it feel good for everyone.
And as for the why?
Well, the strategy around why you show up somewhere will ideally go beyond “make money.” It has to be more critical than that. Some good examples include:
- Grow your audience
- Build relationships
- Creative outlet
- Educate or inspire
- Direct sales
- Build authority
- Increase visibility
All of these are valid and some of them will overlap. In fact, all those fall into my Instagram strategy. But for my chatty fortnightly love letter, Laura’s Letters, it’s much more about building relationships over anything else. These blog posts? Education and inspiration. The podcast I keep saying I’m starting? It’s to build authority and increase visibility.
Knowing all that, and having those platforms straight in my head has been so important to me in helping me to stay in my lane and resist the pull of every new little trend and platform the digital world gives us.
Until next time, be kind to yourself and create something remarkable!