March 24, 2024

Ep. 67: Why You Should Focus on One Social Media Channel

Ep. 67: Why You Should Focus on One Social Media Channel
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Season 3

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Special thank you to our sponsors Planable and Leadfeeder.


Hey there! Feeling like your social media strategy is a bit overwhelming? You're not alone! I'm Sarah Noel Block, and this week on Tiny Marketing, I'm here to help small marketing teams by focusing on just one social media platform. By concentrating your efforts where your most engaged customers are, you can create stronger connections and build a thriving community.

I'll also share some tips on how to maintain a presence on other platforms without stressing out. Say goodbye to the chaos of managing multiple channels and learn how to align your social media efforts with where your audience hangs out the most. You don't have to spread yourself too thin – I'll show you how to make your brand stand out on the platform that matters most.

If you're interested in maintaining a low-key but impactful presence on other networks, I've got you covered. Drop by and say hi on our spring break snippet, and if you're up for it, join the conversation through my email list. Let's tackle this marketing journey together, one step at a time!

Key Takeaways:

  1. Focus on One Social Media Channel: Sarah advocates for focusing on one social media platform because it's challenging to create and maintain engaging content across multiple platforms, especially with limited resources. By concentrating your efforts on one platform, you can build a more engaged audience.
  2. Engagement Over Automation: While automation and repurposing content across platforms might seem efficient, Sarah argues that it's not effective for engaging with audiences. Instead, she recommends creating unique content tailored to each platform for better engagement.
  3. Create Profiles on Other Channels: Even if you're not active on all social media platforms, it's essential to have a presence. Create profiles on these platforms, use the same username, and direct users to your primary platform where you are active.
  4. Use Pinned Posts: On platforms where you're not active, create pinned posts that explain what you do, who you serve, and how you're different. Include a call to action or a link to your lead magnet to drive traffic to your primary platform.
  5. Engage Actively on Your Core Channel: On your primary platform, establish a posting cadence and engage with your audience regularly. Engaging with others' content helps increase your visibility and grow your audience.


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Chapters

00:00 - Small Marketing Team Social Media Strategy

16:26 - Channel Focus and Engagement Strategy

Transcript
WEBVTT

00:00:00.681 --> 00:00:06.052
Hello, gorgeous, gorgeous, gorgeous humans of Planet, tiny Marketing.

00:00:06.052 --> 00:00:21.089
This is Sarah Noel Bloss, and you are listening to Tiny Marketing, where we focus on marketing strategies that work for those tiny marketing departments, those zero to two people marketing departments that don't have all the resources that the big guys have.

00:00:21.089 --> 00:00:30.207
And today we're talking about something that I get asked a lot, which is why I'm doing it for my special spring break episode.

00:00:30.207 --> 00:00:44.009
I am currently in the mountains of Georgia hiking away, so I pre-recorded this one for you, and today I am giving you the permission that you've always wanted.

00:00:44.009 --> 00:00:50.350
You can only be on one social media channel, and that is perfectly fine.

00:00:50.350 --> 00:00:54.429
So get ready, get set.

00:00:54.429 --> 00:01:05.628
I'm about to dig into one, why you should be doing this, and two, how you can do it effectively while still maintaining all that SEO juice of other profiles.

00:01:05.628 --> 00:01:06.771
Stay tuned.

00:01:07.921 --> 00:01:18.989
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00:01:18.989 --> 00:01:26.266
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00:01:26.266 --> 00:01:34.167
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00:01:34.167 --> 00:01:35.983
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00:02:27.879 --> 00:02:29.967
First things first, let's talk about the why.

00:02:29.967 --> 00:02:33.807
Why should you only be on one social media channel?

00:02:33.807 --> 00:02:40.751
Because you don't have the time to build engagement across all channels.

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That's true.

00:02:42.602 --> 00:02:44.348
You and I both know it.

00:02:44.348 --> 00:03:13.585
You can't create original content that is meant for that specific audience for TikTok and LinkedIn and Instagram and everywhere else and build relationships where you're actually scooting into people's DMs, getting into conversations offline, but getting on Zoom calls, meeting up in person across multiple channels.

00:03:13.585 --> 00:03:19.608
It's just not possible when you have a tiny marketing department to do that.

00:03:19.608 --> 00:03:30.687
So what you end up doing when you focus on everything is you focus on nothing, and the problem happens is that you don't move the needle anywhere.

00:03:30.687 --> 00:03:49.247
You can't build an audience on any of the platforms and if you're lucky enough that you do, you won't be able to build an engaged audience that is excited for your content, that you have real relationships with, because it's just you're stretched too thin.

00:03:49.247 --> 00:03:57.427
So I say, focus on one social media channel that will drive your sales.

00:03:57.427 --> 00:04:00.306
So talk to your favorite customers.

00:04:00.306 --> 00:04:05.145
Find out where they found you, what channel they found you on.

00:04:05.145 --> 00:04:18.125
Find out what channels they prefer when they're trying to learn something, because I mean, I love TikTok, but I'm not on there to try and learn something new about my business.

00:04:18.125 --> 00:04:27.029
I'm on there to find book recommendations and new bands to listen to, but someone else might be.

00:04:27.029 --> 00:04:47.326
So talk to your actual customers that you love working with and find out what social media channels they like to learn on and which ones they have relationships with, their followers or the people that they follow on, because that will give you some great guidance onto what channel to focus on.

00:04:50.060 --> 00:04:55.026
The next question I get about this all the time is can't I just automate?

00:04:55.026 --> 00:05:03.350
Can't I just repurpose my social media content from LinkedIn to Instagram and add a photo.

00:05:03.350 --> 00:05:06.148
No, that's not going to work.

00:05:06.148 --> 00:05:20.829
It's not going to be engaging, it's not going to be specific for that channel or that audience, unless you are straight up rewriting and repositioning that content.

00:05:20.829 --> 00:05:24.350
But then again, that takes up way too much freaking time.

00:05:24.350 --> 00:05:25.805
You don't want to do that.

00:05:25.805 --> 00:05:28.286
There's no reason to do that.

00:05:28.286 --> 00:05:32.963
So if you have a big enough team, sure you can do that.

00:05:32.963 --> 00:05:39.113
You can recreate content for specific channels.

00:05:39.113 --> 00:05:50.346
If you have a big enough team where you can have a channel manager, then boom, go right ahead, be on every channel, be on every social media network.

00:05:50.346 --> 00:05:55.851
But if you don't have that, then please don't try it.

00:05:55.851 --> 00:06:15.406
But if you're just a one person marketing department or a zero person marketing department, don't, because people are just if you're repurposing your content from LinkedIn on Instagram, for example, no one's going to be engaged with that and it just hurts your brand.

00:06:15.406 --> 00:06:19.726
But I will tell you what to do instead.

00:06:19.726 --> 00:06:35.939
Instead of automatically reposting your content across all channels, do this Create social media profiles on all of the channels.

00:06:36.430 --> 00:06:53.182
Make sure you get those URLs that are branded for you, so you have the same URL and profile name across all channels, and make sure that your profile explains where you actually spend time online.

00:06:53.182 --> 00:06:58.742
So give a brief description of what you do in the profile and then say find me on X.

00:06:58.742 --> 00:07:18.000
Whatever social media platform is your core channel, do the little location emoji with the red dot needle looking thing and tell them where you hang out so they know that you aren't going to be active on there.

00:07:18.000 --> 00:07:27.298
That takes the pressure off of having to create content for that platform and it also shows them exactly where you're going to be.

00:07:27.298 --> 00:07:37.334
Now, when it comes to the links in your profiles, you could use a link tree, or Instagram allows you to have several links.

00:07:38.310 --> 00:07:48.339
I would have a go towards your preferred platform where you spend your time, your website and your lead magnet, and that's it.

00:07:48.339 --> 00:07:59.701
And the last thing I would do on these external channels that you aren't going to be active on is have pinned posts that explain what you do.

00:07:59.701 --> 00:08:01.716
It needs to be some sort of summary.

00:08:01.716 --> 00:08:09.677
So for X, for example, or Facebook, you can pin one post, so it'll need to be pretty thorough.

00:08:09.677 --> 00:08:12.358
You can make it a video with captions.

00:08:12.358 --> 00:08:27.079
You can just make it a longer post, but you'll want to explain what you do, who you serve, how you're different from your competitors and then mention your lead magnet.

00:08:27.079 --> 00:08:32.301
Take the quiz to learn your hidden marketing potential, or whatever your lead magnet happens to be.

00:08:32.301 --> 00:08:39.812
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00:08:39.812 --> 00:08:48.836
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00:08:49.136 --> 00:08:56.360
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00:09:03.441 --> 00:09:12.812
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00:09:12.812 --> 00:09:14.934
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00:09:14.934 --> 00:09:18.498
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00:09:18.498 --> 00:09:22.538
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00:09:22.538 --> 00:09:30.618
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00:09:30.618 --> 00:09:37.400
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00:09:38.210 --> 00:09:46.099
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00:09:46.099 --> 00:09:46.419
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00:10:31.034 --> 00:10:32.318
So a fit call.

00:10:32.318 --> 00:10:34.264
Explain that in some sort of way.

00:10:34.264 --> 00:10:41.057
So, yes, what you do, who you do it for, how you're different.

00:10:41.057 --> 00:10:42.803
Those are the primary things.

00:10:42.803 --> 00:10:50.239
You want your lead magnet, you want where you actually spend your time online, what channel is your preferred and how they can work with you.

00:10:50.239 --> 00:10:52.922
So that's all you need.

00:10:52.922 --> 00:11:01.268
On those single pin posts and that again is X, facebook or the single ones.

00:11:01.268 --> 00:11:16.379
So if you are not actively engaged on Instagram or TikTok, you can pin three posts and I would cover the same ground as that, but have them individual.

00:11:16.575 --> 00:11:23.140
So what you do like your core offer, and who you do it for would be one of them.

00:11:23.140 --> 00:11:30.825
Your lead magnet would be another one and then your third one would be how they can work with you.

00:11:30.825 --> 00:11:35.365
So moving them over to a fit call, a connection call.

00:11:35.365 --> 00:11:42.802
Whatever you, however, you work with people, it could even be your digital product.

00:11:42.802 --> 00:11:43.817
I don't know.

00:11:43.817 --> 00:11:46.142
I don't know who's listening right now.

00:11:46.142 --> 00:12:05.164
Okay, so this is what we're doing so far we have chosen a core channel based off of what our favorite customers have said, and then, for all of the ancillary channels that we aren't going to be active on, we have created a bio that makes sense.

00:12:05.164 --> 00:12:09.566
We've grabbed the same name and URL across those channels.

00:12:09.566 --> 00:12:25.501
We tell them where we spend our time online so they know where they can engage with us, and we have pinned posts that explain what we do, who we do it for and how we're different, along with our lead magnet and how they can work with us.

00:12:25.501 --> 00:12:32.456
So that's what we have on the ancillary channels that we won't be active on Now.

00:12:33.500 --> 00:12:38.245
The channel that you do decide will be your core channel that you are going to be on.

00:12:38.245 --> 00:12:40.162
You're going to be building relationships.

00:12:40.162 --> 00:12:44.221
That's a whole other game, so let's get into that now.

00:12:44.221 --> 00:12:51.306
All right, on your core channel, what do you wanna do to be able to drive sales with that?

00:12:51.306 --> 00:12:59.160
Pick a specific cadence that you're going to be posting, and it doesn't have to be every day.

00:12:59.160 --> 00:13:00.303
So no pressure.

00:13:00.303 --> 00:13:14.020
If it's once a week, that is perfectly fine, and I like to start with a minimum requirement because I am super laid back and that is how I work is that I give myself little goals.

00:13:14.020 --> 00:13:22.787
So let's say, every Monday you will post on LinkedIn, that will be your core channel and every Monday you're posting.

00:13:22.787 --> 00:13:31.048
Great, so you only need to create one original piece of content every week on that channel.

00:13:31.048 --> 00:13:33.158
Boom, you can do that.

00:13:33.158 --> 00:13:34.341
You can handle that.

00:13:35.081 --> 00:13:35.823
What's next?

00:13:35.823 --> 00:13:41.221
Next, you want to actively engage with your target audience on LinkedIn.

00:13:41.221 --> 00:13:45.996
So one of the things that I do is I you know the little bell.

00:13:45.996 --> 00:13:48.360
You can ring people's bell on their profile.

00:13:48.360 --> 00:14:00.302
I ring the bells of my past podcast guests, of people that I want to work with, of people who regularly engage with my own content, so I can reciprocate.

00:14:00.302 --> 00:14:13.379
So I ring the bell of anyone that I want to make sure to engage with and I set a 15 minute alarm every morning and every afternoon to be able to engage with those accounts.

00:14:13.379 --> 00:14:22.743
I comment on their content, I DM people and request see if they want to hop on a connection call and just catch up.

00:14:22.743 --> 00:14:24.556
And it really is just to catch up.

00:14:24.556 --> 00:14:33.038
I am not selling people, but spending 30 minutes a day in two 15 minute increments makes a world of a difference.

00:14:33.038 --> 00:14:34.923
You're building real relationships.

00:14:34.923 --> 00:14:36.735
You're engaging with target accounts.

00:14:36.735 --> 00:14:46.258
You are taking that relationship offline and all you need to do is create one original post a week.

00:14:46.958 --> 00:14:52.567
So for myself, I've been on LinkedIn for, I think, since 2008.

00:14:52.567 --> 00:14:56.600
And I'm posting Monday through Friday.

00:14:56.600 --> 00:15:06.669
I'll post and I'll engage Monday through Friday with my favorite people and then I'll do one LinkedIn newsletter on a Friday.

00:15:06.669 --> 00:15:09.216
And that's what I do.

00:15:09.216 --> 00:15:12.405
I have a very specific cadence.

00:15:12.405 --> 00:15:17.539
I have the days that I want to lead people to my podcast episode for that week.

00:15:17.539 --> 00:15:25.442
I have days where I want to try out new ideas or something exciting springs to my mind.

00:15:25.442 --> 00:15:31.624
I'll have those, but it's always specific days, again, because I'm totally laid back like that.

00:15:31.624 --> 00:15:43.198
But Mondays are always promote my podcast day, fridays are always newsletter day, and then those middle days can be willy nilly and fall into one of those other categories.

00:15:44.240 --> 00:15:51.422
But what's more important than anything else is that you are engaging on other people's accounts.

00:15:51.422 --> 00:16:02.495
Those comments not only make people feel good Everybody loves engagement on their own content but it also pushes you into their feeds.

00:16:02.495 --> 00:16:05.946
So your profile is noticed by other people.

00:16:05.946 --> 00:16:07.932
That is really powerful.

00:16:07.932 --> 00:16:09.154
I would say.

00:16:09.154 --> 00:16:15.976
On weeks where I am not posting as often, as long as I'm engaging the same amount as I am now.

00:16:15.976 --> 00:16:25.063
I have gotten more followers those weeks just because they see me and other people's feeds, so that is what I recommend for you.

00:16:26.548 --> 00:16:28.613
I hope you enjoyed this episode.

00:16:28.613 --> 00:16:37.220
You now have permission to focus on one channel and be okay with that, and you know what to do with those ancillary profiles.

00:16:37.220 --> 00:16:44.278
You just need to pin your posts and have a strong bio that pulls people to your core channel.

00:16:44.278 --> 00:16:46.902
Easy peasy, my friend.

00:16:46.902 --> 00:16:58.630
If you liked our little shorty of a spring break episode, please like subscribe, rate, review, all that jazz.

00:16:58.630 --> 00:17:06.887
And if you'd like to work with me, head on over to sarahnowwellblogcom.

00:17:06.887 --> 00:17:11.277
If you didn't realize that, fill out that little sick call.

00:17:11.277 --> 00:17:19.240
Or if you're not on my email list, you could just join the newsletter and reply to any of my emails that go straight to me.

00:17:19.240 --> 00:17:21.988
You have full access, my friends.

00:17:21.988 --> 00:17:23.257
Full access.

00:17:23.257 --> 00:17:30.819
All right, I am going to sweat on a mountain for a little bit longer and I will talk to you next week.

00:17:30.819 --> 00:17:31.824
Bye-bye.