Why A Social Media Strategy Isn’t Enough

by | Dec 10, 2014

The one constant that you can count on when it comes to marketing your products and services online is that nothing ever stays the same. Just as soon as you think you have both the spoken and unspoken rules down, the powers that be, the search engines and social media platforms go and change everything – again!

The Debate Between Original Content vs Social Media Only as Marketing Strategy

For some time now, there’s been quite the debate among business owners and online marketing specialists as to which is more important: a website with original SEO content and authority building blog posts, or a social media only strategy that relies solely on ads on social media sites such as Facebook and frequent posts on the various other social media sites. For a while, most agreed that a strategy that combined aspects of both is the best to generate organic traffic to your site and boost visibility and sales.

Why Organic Traffic is Important Regardless of Which Strategy that You Use

Organic traffic is the bread and butter of online visibility – word of mouth, advertising, and connecting with one’s clients and customers. Most recognise the wisdom of using a strategy that combines targeted advertising on social media sites and social media posts, in addition to original SEO content and blog posts, to drive organic traffic and build followers and authority in your niche. When you have little organic traffic,  not only does revenue suffer, it becomes almost impossible to tap into the wants and needs of your target market so that you can create the innovative products and services that they desire.

Your Strategy Must Change or You Won’t Survive

Sadly, the way that you encourage organic traffic to your site is about to change, and in a way that’s not likely to help the bottom line of your business.

Remember how you used to be able to post a Facebook ad and then tweet it to encourage sales at your business? Those that used a blended strategy would have also tweeted, pinned or posted their latest blog entry onto their social media accounts. When you posted to your business’s Facebook account, it would immediately show up in the news feed of your followers and friends, for free. Followers and friends would then see the post, and if you were lucky, they would share it with their own friends and followers and then like wildfire your post would spread, generating free organic traffic to your site.

In January, Facebook will begin to limit how the posts from businesses show up in the news feeds of their friends and followers. It’s increasingly looking as though businesses will need to pay to boost these posts for them to become visible to friends and followers as well as recommended to others unconnected with your business. The other major social media platforms are likely to follow suit, and if you’ve been relying on solely a social media strategy to drive traffic to your site, you will literally be dead in the water.

Why a Social Media Only Strategy is Dangerous Even Without This Change

Even if Facebook wasn’t changing the way it does things, there were already severe limitations to having solely a social media strategy. For example, while a social media strategy that relied solely on social media posts was great for existing large, multinational companies and brands to get the word out about breaking news, such as an upcoming offer or sale, these posts did little to raise awareness and drive organic traffic to the websites of small to medium sized businesses.

Without original SEO content and regular blog posts to establish authority and encourage visitors to become regular, repeat followers, what traffic that was derived from the social media only strategy was short lived.

Why You Need Greater Control Over Your Message and How to Get It

It’s also important for you to remember just who is in control of your fans and followers on your social media sites and the content that they see. Do you mistakenly believe that it is you? Every day posts, tweets, and pins are removed by various social media sites, and the number of posts that appear in users newsfeeds are already limited.

The best way to ensure that can directly connect with your fans and followers is to ensure that all of your posts and marketing efforts serve as a funnel to direct fans and followers to your site that you own, where you have complete control over the content and how you connect with your viewers.

Your strategy should also include prompts to encourage your fans and followers from other sites to follow you by email to ensure that they don’t miss any important posts or communications from you, as well as to grow your own email list. Direct marketing via email still remains the surest way to reach your target market and increase your direct sales.

Once you’ve tied the traffic from your social media posts back to your own site, not only will you be able to more directly encourage visitors to return to your site more frequently, you will then be able to control your online marketing campaigns from your own site where you can try out different strategies to increase viewership and sales and have greater options to tweak the campaign. All of these factors will give you greater control and opportunity to improve your results.

The Silver Lining in All of This Change

If you’ve been using a social media only strategy, the coming changes are not all gloom and doom. The silver lining to the change is that it will hopefully prompt you to adopt a more diverse marketing strategy which should ultimately increase your traffic and sales.

You also shouldn’t completely do away with your social media accounts as the impact of the change becomes apparent.  Despite the upcoming change, the importance of having a social media presence and a social media strategy will probably not completely disappear. There will still be a place for social media posts and ads, but going forward, these posts and ads will need to be more selective, more highly refined and specifically targeted to drive traffic to an existing site that is focused on converting the visit to organic traffic which will return to the site repeatedly and on a regular basis.

As you adopt a more diverse and comprehensive online marketing strategy going forward, keep one thing in mind. Just as soon as you start to become comfortable with the upcoming “new normal,” it will change – again!

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I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.

Gai Hook
Virtual Sales Strategy

2017-10-13T09:32:05+00:00

Gai Hook
Virtual Sales Strategy

I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.
I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.

Jennifer Dalitz
Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

2017-10-13T09:50:01+00:00

Jennifer Dalitz
Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.
I got to know Sophie through my previous employer where Sophie still handles the bookkeeping side of things. While we worked together I have found Sophie very accurate, punctual and very pleasant to work with. And recommend her highly.

Dianna Holwerda
Client Service Manager, John Sergeant Associates Pty Ltd

2017-10-13T09:55:05+00:00

Dianna Holwerda
Client Service Manager, John Sergeant Associates Pty Ltd

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I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!

Eleni Mitakos
Galmatic Pty Ltd

2017-10-13T04:16:02+00:00

Eleni Mitakos
Galmatic Pty Ltd

I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!
I have really enjoyed working with you guys and look forward to a successful 2013. From the moment we started with TAS I have seen value. The figures are accurate, you are accessible (and approachable!) and most of all – you are cool people!

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2017-10-13T04:20:03+00:00

Chris Du Plessis
Managing Director, Origin Meat Pty Ltd

I have really enjoyed working with you guys and look forward to a successful 2013. From the moment we started with TAS I have seen value. The figures are accurate, you are accessible (and approachable!) and most of all – you are cool people!
"Sophie is so professional – careful, attentive and punctual – she has made managing my accounts not just easier, but a whole lot less stressful"

Fast Ed
TV Chef from Better Homes & Gardens

2017-10-13T04:23:15+00:00

Fast Ed
TV Chef from Better Homes & Gardens

"Sophie is so professional – careful, attentive and punctual – she has made managing my accounts not just easier, but a whole lot less stressful"
Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.

Belinda Grundy
GM, Property Styling Online and BG Property Styling

2017-10-13T09:21:50+00:00

Belinda Grundy
GM, Property Styling Online and BG Property Styling

Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.
Sophie has the spirit of the Entrepreneurial Business Owner! Whether she is running a successful single family website, creating a product for small business owners or running her own bookkeeping agency she is always right on track as to what small business needs. If you want to speak to someone who not only knows what business owners are going through-she also does something about it- then don’t miss out, connect with Sophie! She is someone who can not only think outside the square- she has true strategic thinking; which is often spoken about but is rarely truly placed into action.

Sue Heins
Councillor at Warringah Council

2017-10-13T09:25:16+00:00

Sue Heins
Councillor at Warringah Council

Sophie has the spirit of the Entrepreneurial Business Owner! Whether she is running a successful single family website, creating a product for small business owners or running her own bookkeeping agency she is always right on track as to what small business needs. If you want to speak to someone who not only knows what business owners are going through-she also does something about it- then don’t miss out, connect with Sophie! She is someone who can not only think outside the square- she has true strategic thinking; which is often spoken about but is rarely truly placed into action.
Sophie is an amazing business woman. She is able to take the complexities of business and break them into manageable pieces for small and home based business owners to work with. She’s clever, creative, supportive and very generous. She’s the reason that so many small businesses are doing so well. If yours is a small or home based business then Sophie is someone you need to know.

Anne Maybus
Writer and Content Creator, Clever Streak

2017-10-13T09:26:35+00:00

Anne Maybus
Writer and Content Creator, Clever Streak

Sophie is an amazing business woman. She is able to take the complexities of business and break them into manageable pieces for small and home based business owners to work with. She’s clever, creative, supportive and very generous. She’s the reason that so many small businesses are doing so well. If yours is a small or home based business then Sophie is someone you need to know.
Sophie is efficient, direct and gets the job done. She responds quickly, keeps me updated and has a way of simplifying things and making my life easier. She is all about efficiency and that’s what makes it great to work with her, I highly recommend her to anyone who wants someone to efficiently look after their books and she is great value for money too.

Adam Dobson
Strategic Resourcing Manager

2017-10-13T09:28:24+00:00

Adam Dobson
Strategic Resourcing Manager

Sophie is efficient, direct and gets the job done. She responds quickly, keeps me updated and has a way of simplifying things and making my life easier. She is all about efficiency and that’s what makes it great to work with her, I highly recommend her to anyone who wants someone to efficiently look after their books and she is great value for money too.