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When it comes to social media platforms like Facebook and Instrgram. I am a fan of using them to build your brand but the traffic is both unpredictable and short lived. Content on social media is, of course, content, too. It is just not on a platform you own, so with places like Twitter, Instagram and Facebook you are posting thee videos, image and messages on rented land and at any time the company that owns the network can shut your down.
The one exception to this rule in YouTube which is technically not your platform but provides long term, high quality leads and tends to reward creators who use it consistently. The more content you post on YouTube, the more it gets indexed and the easier people find you. The rest of social media is a bit more of treadmill. When you are running hard, you can keep going fast but as soon as you slow down a bit, the traffic drops. Unless you plan on going viral, social media is not reliable strategy for generating lots of long term traffic. Stick with videos, articles and podcasts of that.
Long term traffic is relatively low risk and provides a reliable return over time. No big risk but a huge payoff eventually. Social media, in contrast, provides a slot machine of traffic with the potential to generate huge burst of unreliable traffic. It is good to have a blend of both and for you, these channels may look different. But the fact of the matter is that you want to build inbound referral sources so that leads come to you and not the other way around.
Sometimes a Facebook post can become a piece of high performing, long term content. But for the most part after a few day of publishing the stuff you share on social media will quickly disappear and people will forget about it.
Social media can lead to long term results because it helps you build a following that truth you and listens to you. When done correctly, it can covert cold audiences to paying customers but it is less reliable for that. The conversion rate is typically lower on social platforms because people are there to hang out and not necessarily to shop. Social media is primarily a branding effort that allows you to keep shoeing up for your audience and building trust.
TikTok is the only exception to this rule. Granted, it is still relatively new but the traffic on TicTok tends to stick longer than that of other social media sites. I spend more time creating videos for TikTok because they have the potential to be long term content that can generate a stay flow of leads. The goal her is to get people on your bus so they will buy into you way of seeing the world. Then you can build a relationship with them over time so that they trust you and will buy from you. That is the goal of social media in a business marketing context.
You need to balance both social media content and longer form content, such as blog posts and videos because both are needed. If you focus too much on social means, you are constantly trading water and felling like you are a hamster wheel.
If you want your business grow faster with social media, you must constantly post more frequently. And you either have to put in more hours yourself or invest more money in a sales team.
When most people are starting out they get impatient with their business and want to see traffic right away. So they post a large quantity of content on social media in a short period of time then stop. But that is not how this game is played. You have to put yourself on content crating schedule. Maybe you are publishing three a week. Whatever you do, make sure it is done at a pace you can maintain forever. This is not a short term thin. You have to be willing to publish content online at a pace that you can maintain for a very long time. It needs to become a part of your routine. The better way to treat content is as a long term play that rewires patience and perseverance.
