One of the biggest mistakes we see in marketing today is changing a strategy solely to appease algorithms on social media.
While social media is a key component in any successful marketing strategy, the best strategies focus on the WHY behind social’s power and prominence.
What is that? It’s the humans behind the algorithms.
Real people, not algorithms, are what purchase your products and solicit your services. Those real people happen to be on social media – and that’s a great reason to leverage it into your existing marketing strategy.
Be Warned: Social Media Is Subject to Change
Here’s the thing, social media algorithms are dictated by one thing: how they can drive more revenue. The best way for them to do that is to sell more ads (purchased by businesses seeking to connect with their target audience).
As their ad revenue dips, the algorithms change. Suddenly, your reach is lessened, your engagement dwindles and sooner or later, you are forced to decide if you want to pay a monthly subscription fee (read: ads) to the social platform so your audience can see your content.
Who’s winning here?
Control Your Content, Control Your Narrative
When we play the Game of Algorithms (written by M.E. Zuckerberg), we all lose. Instead, it’s best to focus your content and marketing on your audience rather than hitting certain KPIs on social metrics.
We always tell our clients to focus their content on the two things they can completely control online: their website and email list. Everything after that is simply leveraging tools where you can share your content with your audience where they are at the beginning, middle or end of their day.
The best marketing campaigns stay devoted wholly to their audience day-in and day-out – they don’t bother with the whims of a platform – good marketing campaigns tell the company’s story of how they provide value to their customers. Want to see what that should look like for your company? Drop us a line.