Why Your Marketing Needs a Strategy, Not Just a Social Media Account
You know, in this buzzing digital world, it’s easy to feel like you’ve got to be everywhere, doing everything. Most marketing professionals out there are quick to set up your Facebook page, launch an Instagram campaign, or even try to get you trending on TikTok. But let me tell you, from years of experience seeing what really works – and believe me, I’ve watched the internet evolve from the days of dial-up and early communities like Compuserve and mIRC right through to today’s giants – being present doesn’t automatically mean you’re being profitable.
Businesses often pour good money and time into platforms that just aren’t built to get them where they want to go, simply by following what seems popular or what a competitor’s doing. It’s a bit like showing up to a fancy dinner party in your gardening clothes – you’re there, but you’re probably not hitting the mark.
My approach isn’t about selling you a long list of services. It’s about getting crystal clear on your strategy. It’s about really understanding your business, your customers, and what makes you special, before we even think about which digital playgrounds make sense. Because, honestly, just letting a client wander onto a platform simply because “everyone else is there” isn’t good advice. It’s just… well, it’s lazy marketing.
The Ever-Shifting Sands of Social Media: It’s Not Just About Big Numbers Anymore
Now, it’s worth a quick chat about how social media platforms have changed. While the big names like Facebook (Meta) and X (formerly Twitter) still boast huge user numbers, their organic engagement rates have been in significant decline.
- Algorithmic Shifts: These platforms are increasingly showing us content from our close friends and family, and more recently, those super-engaging videos (think Reels) or paid content. This means your business posts, without a bit of paid push, are far less likely to pop up in your followers’ feeds these days.
- More Looking, Less Talking: On platforms like X, many people are just scrolling and reading, not necessarily jumping in with likes, comments, or shares like they used to.
- Ad Overload: Our feeds are getting pretty crowded with ads and suggested content, making it tough for your genuine business posts to really grab attention.
- The Rise of Video: Newer platforms like TikTok, and the sheer dominance of short, snappy videos (Reels, YouTube Shorts), have really pulled people’s attention away from just scrolling through static posts.
So, while having a presence or a big follower count on these platforms might feel good, it’s often just a “vanity metric.” What truly matters is the quality and relevance of the engagement you actually get, and whether that engagement is genuinely moving the needle for your business goals.
Let’s look at a few real-world examples that really show why a tailored marketing strategy is key:
Case Study 1:
The Local Roofing Company – Going Beyond Just “Likes”
Picture a solid roofing company – great work, fantastic reviews, but they’re feeling a bit stuck. They’ve been putting a lot into Instagram and Facebook, thinking, “We just have to be on social media!” They’re posting beautiful “before & after” photos and getting a decent amount of “likes.”
The Problem:
While those photos are lovely, they mostly generate general brand awareness. When someone’s roof starts leaking, are they scrolling Instagram for renovation ideas? Probably not. They’re usually frantically typing “emergency roof repair [their town]” or “how much for a new roof?” into Google. Their need is immediate and practical.
My Strategy for This Kind of Customer:
- Understand Their Customer’s Journey:
- What’s their immediate need? Usually, it’s urgent problem-solving.
- What makes them choose? Trust, reliability, quick response, proven quality, local reputation, fair price.
- Where do they look for info? Direct answers, clear service details, customer stories, emergency contacts.
- Smart Platform Allocation:
- Primary Focus: Google (Google Business Profile, Google Ads, SEO). This is where high-intent customers are actively searching. My strategy here would be to make sure this company isn’t just found but that they instantly stand out as the trustworthy, immediate solution. We’d optimise their Google Business Profile to capture local searches, implement targeted Google Ads for immediate need, and really boost their website’s SEO for long-term organic visibility.
- Secondary Focus: LinkedIn (for Commercial & B2B). If they also target businesses, like property managers or developers, LinkedIn is a great place for professional networking. It’s perfect for showcasing large-scale commercial projects, safety records, and industry expertise.
- Supporting Role: Facebook/Instagram. Yes, they can still be there. But their job shifts. It’s no longer about finding immediate leads. Instead, it’s for brand reinforcement, attracting good staff, and showing off their company culture. Think photos of team events, local charity work, or a quick video tour of a project. If they do advertise here, it’s usually for remarketing – showing ads to people who’ve already visited their website, reminding them of the company.
The Outcome:
By focusing on where their customers are actually looking with immediate intent, we turn vague “likes” into solid, qualified leads, cutting down wasted ad spend and boosting conversions significantly.
Case Study 2:
The Emerging Drum & Bass DJ/Producer – Crafting a Vibe, Not Just a Sale
Next up, we have a new Drum & Bass DJ and Producer. They have a solid website with a release coming soon, but they’re a bit lost on where to focus their limited marketing budget beyond that. If they just follow the “everyone’s on Facebook and Instagram” mentality, they might end up just posting static album art or basic gig announcements.
The Problem:
Music is all about the experience – the energy, the emotion, the connection. A static, “buy my stuff” approach on platforms built for dynamic content will fall flat. A DJ isn’t selling a “product” in the traditional sense; they’re selling an experience, a vibe, and an artistic connection.
My Strategy for This Kind of Customer:
- Understand How Their Audience Connects:
- What are they looking for? Discovery, entertainment, emotional connection, community.
- What makes them a fan? Unique sound, energetic performances, a relatable personality, consistent new music, and being part of the scene.
- Where do they look for content? New tracks, live sets, behind-the-scenes glimpses, tour dates, and connection with other artists.
- Smart Platform Allocation:
- Primary Focus: Instagram (Reels), TikTok, YouTube (Shorts & Long-Form). These platforms are made for short, engaging, audio-visual content and that amazing viral discovery. This is where the music’s energy can be conveyed, studio processes shared, and the artist’s personality can shine. The strategy would revolve around consistent, high-energy video content showcasing mixes, production snippets, live performance moments, and authentic behind-the-scenes glimpses.
- Essential Distribution: SoundCloud / Mixcloud / Spotify / Bandcamp. These are the non-negotiables – where the actual music lives. All social media efforts should funnel listeners here.
- Community Building: Dedicated Music Forums / Discord Servers. Getting involved in specific online communities where fans of Drum & Bass hang out can build incredibly strong loyalty.
The Outcome:
Instead of a generic online presence, the DJ builds a vibrant, authentic brand, connecting directly with fans, getting viral buzz, and driving genuine engagement that translates into listens, downloads, and eventually, paying gigs.
Case Study 3:
The Gadget Innovator – Selling Solutions Through “How-To” Content
Alright, let’s look at an entrepreneur with a fantastic new gadget designed for DIY enthusiasts, small businesses, and crafters. They’ve sunk a big chunk of their budget into Facebook and Instagram ads, showing off the gadget’s features and slick design. But sales are… well, a bit sluggish.
The Problem:
While the gadget might be brilliant, its target market isn’t scrolling social media looking for a direct ad. DIYers, crafters, and small business people are problem-solvers. They want solutions, efficiency, and inspiration for their projects. They buy tools and gadgets when they understand how it will make their work easier, faster, or better.
My Strategy for This Kind of Customer:
- Understand the User’s Mindset:
- What’s their goal? Learning, solving problems, being more efficient, finding inspiration for their projects.
- What influences their decision? How practical it is, how easy to use, if it saves time or money, and the quality of the results they’ll get.
- Where do they look for information? Tutorials, demonstrations, troubleshooting tips, project ideas.
- Strategic Platform Allocation:
- Primary Focus: YouTube (and Google Ads targeting YouTube). This is the ultimate “how-to” platform. Your ideal customers are already here, searching for solutions to their challenges.
- Content Strategy: Create comprehensive, high-quality video tutorials demonstrating the gadget in action. Show common problems it solves, step-by-step guides for different projects, creative uses, and comparisons to alternative methods. Optimise video titles and descriptions for search terms (e.g., “how to [solve problem] with [gadget name]”). Run Google Ads specifically targeting YouTube audiences who are watching relevant “how-to” content or searching for related products.
- Secondary Focus: Pinterest. Highly visual, but less about passive scrolling and more about active searching for inspiration and project ideas.
- Content Strategy: Create visually appealing “idea pins” and static pins showing completed projects made easier with the gadget, linking back to your YouTube tutorials or product page. Use relevant keywords in pin descriptions (e.g., “DIY hack,” “crafting tool,” “small business efficiency”).
- Supporting Role: Facebook/Instagram. These platforms can be used for remarketing to those who’ve watched your YouTube content or visited your website, showing them testimonials or reminders. They can also serve for community building around shared interests (e.g., a Facebook Group for users of the gadget).
The Outcome:
By shifting from interruption-based ads on general social feeds to providing valuable, solution-oriented content where the audience is actively looking for it, the gadget innovator can build trust, educate potential buyers, and bring in highly qualified leads.
Case Study 4:
The Adult Store – When Community Standards Become a Roadblock
Lastly, imagine an adult store looking to grow its online presence. They’ve hit a wall on mainstream platforms like Facebook and Instagram, constantly battling community standards, getting ads rejected, and even facing account suspensions.
The Problem:
Mainstream social media platforms have very strict content policies – for good reason – to protect general audiences. These policies often clash directly with the nature of adult products. Trying to force marketing onto these platforms becomes a frustrating and often pointless exercise. It just wastes money, time, and can even harm the brand’s reputation.
My Strategy for This Kind of Customer:
For this kind of business, my immediate advice isn’t about which platform to use, but rather to bring in a specialist.
- Knowing My Lane: My role is to offer clear marketing strategy, but specific niches with very tight community guidelines are often outside the usual digital marketing playbook. It’s important to recognise when a client’s needs call for a deeper, more specialised understanding of compliance and alternative advertising avenues.
- Refer to a Niche Specialist: I would strongly advise this client to connect with a marketer or agency that truly specialises in “high-risk” or “regulated industries” marketing. These experts truly understand the ins and outs of ad platform policies, how to handle payments, and specific channels (like adult-friendly ad networks, niche forums, specialised affiliate programs, or careful direct-to-consumer email marketing with strict opt-in rules) where these types of products can be marketed effectively and compliantly.
- Focus on Direct & Niche Communities: General social media simply won’t work here. The strategy would likely shift to:
- Owned Media: A robust, user-friendly e-commerce website is absolutely key.
- Email Marketing: Building an engaged email list through clear opt-ins on their website. This is a direct channel, free from platform restrictions.
- Niche Platforms/Forums: Engaging with communities specifically dedicated to adult products or lifestyles where discussion and promotion are allowed.
- SEO: Optimising their website for relevant search terms (though even here, competition and adult content filters can be a hurdle).
- Content Strategy: Potentially creating educational content around sexual health or relationships (if it fits their brand) on a blog. This can attract organic search traffic while remaining within guidelines.
The Outcome:
By getting specialised help, the adult store avoids wasting marketing budget and risking account bans on mainstream platforms. Instead, they can build a sustainable, compliant marketing approach that genuinely reaches their target audience within the right channels. This ensures their money is well-spent, and their business can grow without constant headaches.
My Promise:
Strategic Clarity, Not Just Social Media Management
If you’re feeling a bit lost in the digital marketing maze, or if you’re putting money into channels that just aren’t delivering, it’s definitely time for a different conversation.
My expertise isn’t in just jumping on the latest trend. It’s in figuring out what your unique marketing needs are and then building a tailored strategy that actually lines up your investment with your specific business goals. Over the years, I’ve developed a knack for seeing patterns in how digital audiences engage and how platforms evolve, allowing me to craft strategies that genuinely work. You deserve a marketing partner who understands that the right platform, with the right content, for the right audience, is the only way to build lasting growth.