What role do social networks play in your business strategy? From our point of view it is a mistake to base your sales process on social networks. We subtract relevance to the number of followers you may have, since having a large number of leads in the networks does not mean that these leads will respond adequately to your hooks and calls.
By using your resources to get followers on social networks, you’re “giving away” those resources to the social platform, and those leads you’ve got become at the mercy of it. Last week, Mr. Mark Zuckerberg announced his intention to change the algorithm of Facebook users’ news feed to show more relevant news from user contacts rather than page and business links. He believes this will improve the user experience and in the long term that will be better for Facebook. What does this mean? It means that the “I like” that you have achieved with your resources and energy are at the mercy of what the platform wants to do with them. They’re NOT yours.
On the other hand, social networks are full of distractions for the user. In that sense, by creating content on the social network, you will be “competing” with many other content of relevance to the user, which will make it easily distract from the message you want to send, and not give it the necessary attention. In short: you are not in control, and if you are not in control it cannot be relevant to your strategy.
Due mainly to these reasons, we understand that social networks should support your marketing strategy, but not be the focus of it. It’s important that the core of your online marketing strategy is to redirect users to your own website, and generate high quality subscriptions.
But how do we get this?
- Generate quality and relevant content for your potential customers
- Do it periodically, ideally every week
- Rely on social networks to spread it
- Optimize your website to get subscribers
If you follow these steps, in the medium term you will have a subscriber base that will be potential customers, who will pay the necessary attention to your messages and generate traffic to your website, which will improve its positioning.