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    SMBs: Get good at just a few platforms

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    One of the great misconceptions about marketing in the social, video digital age is that you need to be in as many places as you can. If you put enough public relations people in a room, they’d all make a case for every single platform out there.

    You obviously need a Facebook page, and you need to be posting updates at least once a day. If you don’t, you’re not going to show up in feeds.

    An Instagram account is a must, because that’s where people are heading these days, right?

    When trying to execute a social media marketing strategy, don’t try to be everywhere all the time.

    If you want to be taken seriously, you need to be well versed in the LinkedIn platform, sharing insights about your business and responding to those people who engage with your business page.

    Don’t forget about your YouTube channel, where you can build a nice following if you’re putting up informative videos.

    And speaking of videos, you can get ahead of the curve (for a couple more months) if you’ll get serious about TikTok, which apparently replaced Vine.

    Then there’s old faithful Twitter, which is a good place to have conversations but it takes a lot of work to stay relevant there.

    Oh, and one last thing: Don’t forget you still need to run your business. If you don’t take care of the customers you already have, it won’t matter how many engagements and likes you get on your next social media post.

    And therein lies the great problem with creating a digital brand that, ultimately, helps bring your business new (or repeat) customers.

    Just because you’re on Facebook, Instagram, LinkedIn, YouTube, TikTok or Twitter doesn’t ensure one ounce of success. The PR types will tell you to build your brand, but what they don’t tell you is how much work it takes to build a brand that resonates with consumers.

    If you post twice a day to Facebook, share constant pictures on Instagram, record two videos for YouTube and another two for TikTok, keep your LinkedIn page updated and your Twitter feed active, most businesses think they’re fulfilling the growing need to brand on digital channels.

    You would be wrong, no matter what other professionals tell you. In fact, you’re missing the most important part.

    Being everywhere guarantees you nothing. Being very good in limited spaces is a much more effective method for marketing – especially for small businesses.

    It’s absolutely exhausting to think about all the work that goes into recording videos, writing blogs for your website that can be shared a million times, writing snappy posts on Facebook that aren’t too long and aren’t too short, and taking creative pictures that will catch the attention of your Instagram followers.

    That leaves absolutely no time to run your business, which we agree is the most important thing you do each day.

    So here’s some advice on how to juggle the non-stop demands of a digital marketing world:


    1. Pick your best one or two outlets and do them extremely well. There are tons and tons of how-to references for being a good marketer on any of these platforms. Pick the ones you enjoy most and try to build your business brand there first before venturing to other platforms.
    2. Set aside specific times of the day, preferably the slowest times for your business, and get all of your digital marketing completed during that time.
    3. Build a calendar for your social media posts and live by that calendar the same way you’d live by your workday calendar. Schedule when you’ll post, schedule when you’ll respond, and stick to it.
    4. Don’t forget that no matter how many times you post, the most important part of talking to current or prospective customers is what you say, not how many times you say it. Message matters, and it must be crystal clear to your customers what message you’re trying to convey.
    5. Keep the same message throughout platforms. We know there are people who skip between all the platforms, and you’ll be more effective if you’re working to push the same message to a multitude of places. Don’t try to shift your message around based on platform; that’s a minefield of confusion for your followers.


    No matter where you choose to spend your time in the digital world, don’t let it overcome you. Stay focused on where you can reach the most potential customers and do it well. And don’t be afraid to ask if you think your message is confusing or diluted. There are professionals for that.