Nearly 4 billion people are on social media around the world, so it makes sense that brands are turning to social media as a core part of their digital marketing strategies. But did you know that social media only accounts for less than 2% of the typical B2B company traffic. And less than 7% of e-commerce brand’s website traffic!

Social media can be a great tool, but utilising these websites and apps for a business is not the same as using them for personal profiles. There’s a learning curve here that does require more research and planning than most people expect. Because of this, many business owners either misuse social media or don’t make the most of it because they don’t have time to understand it. If you don’t enjoy it then you won’t spend the time on it.

Social media can be a powerful tool for driving business growth, but it is not enough on its own. Here are some reasons why:

1. Limited reach: While social media platforms have billions of users, your posts may not reach all of them. Algorithms and ever-increasing competition for users’ attention mean that your content may not be seen by the right people at the right time.

2. User behaviour: Social media users are often in a passive mode, scrolling through their feeds, consuming content without actively engaging with it. This means that it can be difficult to convert social media followers into paying customers without a deliberate strategy.

3. Lack of control: Social media platforms are owned and operated by third-party companies, which means you don’t have complete control over your content and how it’s displayed. Changes to algorithm or terms of service can greatly impact your visibility and reach.

4. Limited functionality: While social media platforms offer a wide range of functionalities, they may not be enough to fully support your business needs. For example, if you’re trying to sell a physical product, social media does not provide a robust e-commerce solution.

Overall, social media should be viewed as a complementary tool to your overall business strategy, rather than a standalone solution for driving growth and success.

Other marketing and advertising strategies, such as directories, search engine optimisation, content marketing, email marketing, and traditional advertising, can also effectively promote a business. Ultimately, the decision to use social media as part of a business’s marketing strategy should be based on the needs and goals of the company, as well as the preferences of its target audience.

When deciding where you’re going to focus your marketing efforts (because without a team it is impossible to do all of these, at least well) there are two key factors to consider. Where you’ll find your target audience (because there’s no point spending time where your audience isn’t) and which you’re going to enjoy. If you don’t enjoy it then you won’t spend the time on it.

Directories are similar, although you often have to pay to be listed. But some of them are very highly regarded and used by your target audience so are worthwhile. Many aren’t though so choose carefully!

If you want a simple and effective strategy for marketing your business and help sticking to it, why not join the Locate Your Look community that is run by industry experts that have walked in your shoes.