Betting on one marketing channel? It might be a risk you can’t afford.
Did you grow up hearing your grandparents' cautionary tale about eggs?
“Don’t put all your eggs in one basket,” was a popular phrase in my house. My folks would bust it out when discussing friends, finances or anything related to grades.
I think about that phrase a lot when I talk with small biz owners who think going viral on TikTok or ranking first for a keyword on Google will solve all their business woes.
Being active on multiple social media channels seems like a great method for all your communication, but social media is just one basket to hold your communication eggs.
Other containers, like blogs, emails, and newsletters, are excellent baskets for your communication. However, knowing how to juggle all these eggs without breaking your budget can leave a small business owner feeling scrambled.
The fact is, many small business owners feel bombarded with advice on marketing their services. From Instagram reels to email newsletters, deciding where to focus your efforts can be daunting. Putting all your communication eggs into the social media basket isn’t enough to sustain long-term success. A well-rounded strategy incorporating multiple channels is essential for reaching your target audience and driving growth.
Social Media: A Piece of the Puzzle, Not the Whole Picture
Social media has undoubtedly revolutionized how businesses connect with customers. Plenty of coaches, counselors and creative entrepreneurs express themselves on platforms like Instagram, Facebook, TikTok, and YouTube. Done well, these channels put your business in front of thousands, if not millions, of viewers.
While these platforms are powerful, they’re just one part of a successful marketing strategy.
Statistics tell a compelling story
Instagram has over 1.35 billion users, making it a popular choice for visual marketing. However, the platform's algorithm changes often, significantly impacting your reach without warning.
For instance, many IG creators spent several weeks this summer trying to figure out why their reach was plummeting, only to discover that IG was making changes and prioritizing post shares for algorithm reach.
Keeping up with the algorithm is practically a science, so much so that the head of Instagram, Adam Mosseri, regularly posts algorithm tweaks and changes on his own IG account. (psst if you’re not following him, you should!)
Facebook remains a giant with nearly 3 billion active users, yet organic reach on the platform has declined.
This decline means many businesses invest more money in paid ads to maintain visibility. For newer small businesses or ones experiencing a slow-down, increasing advertising spend is sometimes impossible.
TikTok’s popularity exploded during and post-pandemic, boasting over 1 billion users, and is particularly effective for targeting younger audiences. However, the platform’s fleeting content nature means that posts have a short lifespan.
Many creators struggle to convert viral videos to actual sales or new clients.
YouTube has more than 2.5 billion users and is the second-largest search engine in the world. It's excellent for long-form content, but producing quality videos requires time and resources that not all small businesses have.
Clearly, while social media is an excellent way to build brand awareness, it comes with risks. Algorithms change, accounts can be suspended, and platforms may experience downtime. Many variables are beyond your control.
Let’s take a look at other options.
Explore Alternative Communication Channels
While social media’s effectiveness can ebb and flow, email marketing remains a constant and reliable tool for reaching your customers. According to a study by Litmus, the average ROI for email marketing is $36 for every $1 spent, making it one of the most cost-effective channels available.
Why email marketing works:
Direct Access to Your Audience: Unlike social media, where algorithms dictate who sees your content, emails go straight to your subscribers' inboxes. This direct line of communication is invaluable for building relationships and encouraging repeat business.
Personalization and Segmentation: Email platforms allow for segmentation, so you can tailor your messages to specific groups within your audience. For example, you might send one campaign to first-time clients and another to long-term customers.
Ownership of Your List: When you build an email list, you own that data. This stands in start contrast to social media, where your followers are essentially "borrowed" from the platform.
For coaches, therapists, and creative entrepreneurs, email marketing offers a way to stay top-of-mind without constantly chasing likes or shares. It’s a medium where you control the narrative and can foster deeper connections with your audience.
The Enduring Value of Newsletters and Blogs
While emails offer direct communication, newsletters and blogs are also platforms for sharing valuable content that can position your business as a thought leader in your industry.
A weekly or monthly newsletter is a great way to share tips about your field and updates about your business. For instance, a private chef might offer a free weekly meal planning list while a personal trainer could share a fitness challenge.
You can include client success stories and upcoming events regularly, making your newsletter an invaluable resource for your list.
Blogs are another tried and true way to reach potential clients through search engines or sharing. A well-written blog can provide:
SEO Boost: Regularly updating your website with blog posts can improve your search engine ranking, making it easier for potential customers to find you.
Authority and Credibility: By sharing your expertise through blogs, you establish yourself as an authority in your field. This is especially important for small businesses in industries where trust is key, such as therapy or coaching.
Content for Other Channels: Blog posts can be repurposed for social media, newsletters, or even video content, maximizing the value of the time you spend creating them.
For creative entrepreneurs like photographers, blogs can showcase your portfolio, share behind-the-scenes stories, or offer insights into your creative process, all of which help to attract and retain clients.
Why a Multi-Channel Approach is Essential
The key takeaway here is that no single communication basket can guarantee the successful delivery of every egg.
Diversifying your efforts across social media, email marketing, newsletters, and blogs ensures that multiple eggs reach your audience wherever they are. It protects your business from the risks of relying too heavily on one platform.
Tips for dividing up your eggs and implementing a multi-channel strategy:
Integrate Your Channels: Encourage your social media followers to sign up for your email list, or share your latest blog post in your newsletter. Cross-promoting your content helps to keep your audience engaged across all platforms.
Be Consistent: Whether it’s posting on social media, sending out newsletters, or updating your blog, consistency is key. A regular schedule helps to build trust and keeps your business top-of-mind. (That’s where I come in!)
Monitor and Adjust: Regularly review the performance of each channel to see what’s working and what isn’t. Be ready to pivot if necessary, but avoid the temptation to drop a channel entirely unless it’s no longer serving your business goals.
Keep those eggs safe!
Small businesses thrive by taking a multi-channel approach to marketing and communication. Social media, while influential, should be complemented by email marketing, newsletters, and blogs to create eggs-cellent connections with potential and existing customers.
Is it time to come out of your shell and look at a diverse communication strategy to survive and thrive? Together, we can create a content plan that eggs-presses everything wonderful about your business - and reaches your audience effectively and sustainably.
And that’s no yolk. (sorry, that was bad!!)