I want you to consider the social media channels or online platforms you’ve attempted to market your business and why you chose them.
Is it because they are trendy?
Is it because they are the ones that are the most familiar to you?
Is it because someone told you that’s the platform you should be using?
If you answered yes to any of the questions above, it’s time to rethink your social and marketing strategy. I’ve included my signature framework below so you can replicate it in your business.
Is Being On All Platforms Good For Business
First, let’s cover off one of the most common questions that I get: should you be on all of the social media platforms?
Nowadays, there is a considerable amount of overlap between each platform and the audience that can be found there. So technically, being on all platforms isn’t bad for business, but it’s not good either. In fact, it’s a recipe for creator fatigue and burnout.
Being highly selective of the platforms you choose will create space for you to do those platforms well, and when your energy is not spread out all over the place, you’re way more likely to achieve results!
My Signature 3-Step Content Framework
In 2023, the vibe is to stop putting all your eggs in one basket (especially if you don’t own said basket).
Diversification is essential for the longevity and success of your business in the online space, and that’s where my signature strategy comes into play. When selecting marketing efforts to support your business, I want you to incorporate the three pillars below:
- 1. Attraction
- 2. Optimized Depth
- 3. Owned
Before we dive into each pillar, I will disclaim that you can be on more than one platform from categories one and two, but for simplicity, I recommend starting with one and doubling down on it before branching out to other channels.
Step 1: Attraction
This content introduces your brand to your audience and gets them excited about the knowledge and insights you offer. Traditionally, the shelf life of the content on these platforms is less than 24 hours, and while it has some keyword and SEO potential, it packs a different punch than the category below.
Example platforms could include: IG, TikTok, FB, YT Shorts, LinkedIn, Twitter
Step 2: Optimized Depth
It’s your time to truly shine! The content in this pillar has more depth and solidifies your expertise and authority in your space.
Thanks to SEO and traffic-building elements, the content in this pillar carries loads of longevity and will continue to support your business beyond the rapidly expiring content cycle on platforms like Instagram and TikTok.
Platforms in this category include YouTube & Pinterest. You can also include SEO blog content here but more on that next.
* And don’t let other platforms fool you, SEO on IG and TikTok is not the same as a true search engine like Pinterest, YouTube or Google.
Step 3: Owned Content
Please forget every piece of advice you’ve ever heard that says you don’t need a website or an email list. It’s straight up wrong, and I will die on that hill!
Having a strategy in place to grow your online real estate on platforms that you own is not only crucial to your long-term success, but it helps to build credibility and deepen connections with your audience.
Think about this for a second – if you lost access to your IG account today, how would contact your audience? Would they know where to find you online other than Instagram?
If you answer to those questions were a no, then I hope you see how important it is to leverage owned content as part of your marketing strategy.
So what exactly is owned content? Also known as owned media, owned content is exactly as the name implies. It’s content and platforms that you own and control the rights to. Examples of this include your email list and SEO-optimized blog articles that are hosted on your website. You could also slot your podcast here if that’s up your alley (especially if you have an optimized show notes page for each episode).
Personally I like to think of these platforms as my end goal and my attraction + optimized depth content pieces all lead back to getting people onto my email list or to visit my website or blog, where they are more likely to convert to a sale.
Your Final Takeaway
If I could instill one piece of advice on you, it would be this – if you want to avoid heartbreak and endless frustration, branch out from Instagram.
When you have multiple digital touch points and places to connect with you aligned audience, you won’t need to stress about whether your reel tanked or if IG was down that day. Your business will continue to run seamlessly and you’ll benefit from so much less stress!