Is Social Media A Dead End For Your Business? (And What To Do About It)

Implementing a paid advertising strategy is key to success on social media.

Implementing a paid advertising strategy is key to success on social media.
Marketing on social media used to be pretty easy.

Three or four years ago…

You created some posts, tossed them on Facebook, hit a huge segment of your customers, and watched the engagement roll in.

Piece of cake, right? Facebook even helped you by putting your page and posts in front of lots of likely customers — for free!

Crazy…

Now, Facebook has a tight leash around all your posts and you get minimal exposure.

Twitter’s hit a plateau and even though it’s still a great place to be for conversation, growing your brand is a major challenge unless you grabbed a following when the platform was booming.

If you’re like most companies, now you’re flocking to Instagram, because it’s actually generating some results today.

But that’s not a forever type of deal, is it? Just over the last 24 months, Instagram has become super competitive for brands and there have been massive engagement drops across the board.

It’s only a matter of time before Instagram gets buttoned up similar to Facebook, and becomes almost entirely a pay-to-play marketing channel.

When that inevitably happens, where are you taking your social media focus next?

The thing is, you have to stop relying solely on just posting to social media and expecting the platforms to do the hard work for you. Those days are gone.

As hard a pill it is to swallow, scaling your business from the typical day-to-day social media posting is a dead end for most brands. Instead, if you want to drive customers through social media, you need a paid social advertising strategy and you need to pull back the reins on your day-to-day content production, because it’s ineffective and inefficient.

Want Proof Organic Social Media Isn’t A Reliable Path?

Unilever owns some of the largest consumer brands on the planet — household names like Dove, Axe Body Spray, Lipton Tea, Dollar Shave Club, and plenty more.

Go skim the Dove Facebook page, paying attention to the dates they’ve made new posts. See how infrequent they are?

Or the Axe Facebook page. They haven’t posted anything since May 25!

We’re talking about a huge consumer brand with almost 4 million Facebook fans and a target audience of younger men — some of the heaviest users of Facebook.

The brand still doesn’t see the value of organic posting on social media; they’ve shifted the majority of their resources to paid social advertising and more significant content (like video) integrated with broader marketing campaigns.

You should too.

If diving into social advertising sounds like an overwhelming task, that’s because it is. Digital advertising can be a money sinkhole if you don’t ask the right questions up front and establish a working digital sales funnel.

Not only that, but there’s a lot of technical work on the back end to set up your landing pages, integrate them with your CRM or email management tool, create the ad campaigns and establish good targeting, and properly track campaigns for optimization.

The question is, are you going to fall behind the marketing curve or will you make that bold decision to put your business in a position for success?