Today, when you are an entrepreneur, it is difficult to disregard digital communication to publicize your activity. But this universe is so vast that it can be confusing for any newborn. So, how do you navigate the wilderness of social networks? How to measure the impact of our communication and when should we see its effectiveness? In general, is your communication strategy solid enough to make your company known and recognized?
Content Strategy: Why I’m Not Putting All My Energy Into Social Media
When you’re an entrepreneur, and want to grow your online presence, you often find yourself recommending the use of social networks: “You have to publish on Instagram every day, open a Facebook page, on LinkedIn… Must share news”.
In reality it is not mandatory.
As long as you are clear on your strategy of course.
And for that, you have to ask yourself a question: what are social networks for? To develop your notoriety or find customers?
On my part, social networks bring me some subscribers.
On the other hand, they help develop my personal brand by expressing myself on favorite topics within the framework of an editorial line defined upstream, with a tone that is unique to me.
I could have chosen to make my social networks the real acquisition channel, but for that, I’d have to use more energy:
- By developing more engagement around my posts (and by giving more feedback to comments);
- (especially video) using the preferred formats of the channels in question.
But these strategies take too much energy from me and take away the joy of communication.
So today I am clear about the business of my social network.
On the other hand, I’ll mobilize other more efficient channels for myself to find customers: my guest article strategy and my newsletter, along with my natural context, for example.
It’s important to be clear about your strategy.
And you, are you clear on your strategy? Which channel really brings you customers?
Content Strategy: Don’t Put All Your Eggs in One Basket
The recent blackouts affecting Facebook, Instagram and WhatsApp have reminded us of an essential element in marketing: not putting all your eggs in one basket.
If tomorrow, you find yourself unable to use the social network, you need a backup:
- a newspaper;
- a website ;
- a podcast;
- a YouTube channel or other channel;
- A community on another channel (Telegram, Slack…)
The web is a great channel to make yourself famous as an entrepreneur, but it’s visibility is double-edged, because you’re relying on algorithms to:
- Instagram, Facebook and YouTube may censor your content;
- Gmail may send your mail in promotion;
- Google may change its SEO policy;
- Your web host may crash your website;
- Not all of these channels are immune to bugs and outages.
In this context, it’s important to be cautious, but also sneaky by asking yourself concretely: What are your means of holding back?
For my part, I opted for a multi-channel strategy that allows me not to rely on social networks or digital tools.
Because if the health crisis has shown how dangerous it can be to rely on face-to-face activity, the recent global blackout affecting Facebook, Instagram and WhatsApp shows just how dangerous it can be to rely on a single channel could.
And you, are you dependent on any channel?
Social networks can be at the heart of a true digital communication strategy. But this strategy needs to be regularly evaluated to validate its effectiveness. Furthermore, if a multichannel strategy is a guarantee of security, it is important to combine it with a retroplanning so as not to drown in a flood of channels to be managed. So what is a solid digital communication strategy? It’s a strategy that takes little energy from you, that vibrates you and knows how to get your message across to the right internet users.