Biz Tips: The Unquantifiable Benefits of a Single Network

Biz Tips: The Unquantifiable Benefits of a Single Network

GROWTH:

The Unquantifiable Benefits of a Single Network

Stop Spreading Your Brand Around and Focus

Photo by rawpixel on Unsplash

We all took the bait. We couldn’t help ourselves. Because it seemed too good to be true. The more social networks, the better for our brand. We need a Facebook business page. We need an Instagram account. Twitter, obviously. Pinterest, yes because there are people there. Snapchat, sure. Business up our LinkedIn presence, right away. YouTube, I love video!

We are suckers. It doesn’t work. Because you can’t be good at every network. And when you present an average version of brand exposure across all networks, you aren’t putting your brand in the best light. What if you took all the time you are spending promoting on every network and culled it into a pipeline on just one network?

Can you do it? Can you help yourself? Or do you suffer like most of us who continually convince ourselves that our brand is best served being everywhere. But come on, most of us aren’t McDonald’s. And most of us don’t want to be. Why is a mom-and-pop store in the suburbs active on Twitter? Yeah, I don’t know either. But they are.

Focusing Your Efforts

Marketing is wildly important to all businesses. But with the explosion of social networking and now influencer marketing, business feel compelled to over-participate. And they are wasting so much time on networks that don’t care. Because they don’t know how to advertise there.

You have to perfect one network before moving on to another. If you don’t, you are watering down your own marketing. You aren’t hedging your bets in the best direction because you aren’t focused. The way you advertise on Facebook and Instagram is wholly different, even though they are now owned by the same company.

What is reactive on Facebook via a paid ad is not the same as on Instagram. And when you cross-post, you are missing the point that each network requires a different aesthetic. Even if you are hiring a company to do all of your social media, they aren’t experts on every network. Not unless you are paying them a whole lot more than you are.

The best way to promote your brand is to focus your efforts on a single network to start. Get great at it. Understand it. Watch how it ebbs and flows. Cultivate it. And don’t stray away until it’s mastered and is producing the ROI you want.

Too many people and companies just toss money into the social stratosphere because they don’t know any better. And sure the metrics look good to them because there are a lot of views. Views aren’t really always views. Clicks aren’t always really good clicks. Opens doesn’t mean they didn’t close right away. Metrics are overblown in an online dashboard until you understand how and why they are there.

Photo by William Iven on Unsplash

Reaping the Benefits

When you focus on a single network, you reap the benefits of your attentiveness. You will be more constant. More consistent. And more reactive to the way campaigns go. Because you don’t have to check six other networks to see how they are doing.

The benefits come to you and to your clientele. For you, you will save time. You will save resources. And you will streamline the amount that you have to produce in terms of marketing output.

Your clients will not get a photo on Instagram that doesn’t fit because it was sized for Pinterest. Your clients won’t wonder why your Tweet is just a link that didn’t populate in the box. The benefit is simplicity. Singularity. And with that comes stronger focus.

You have to remember that much of the world is good at social media now. And they will dismiss a crappy Instagram ad in one second. They know clickbait ad headlines. You have to stop looking for stupid clients and start appreciating the work it takes to get the smart ones. Stop looking for the low-hanging fruit.

Reap the benefits of a single platform and discard the rest. You never want to have a network graveyard out there. A Pinterest account, branded to your business, without a pin in a year. Or a Twitter account with your old logo and no Tweets. That doesn’t serve your business. Or your brand. Or you.

Being Seen Everywhere

Many think branding that gets you seen everywhere is what you need. It’s what all the companies are pushing you to hire them for. But again, you aren’t Burger King. You aren’t looking to market to every household in the country. If you are, this isn’t for you. You have a twelve million dollar marketing budget. Do whatever the f*ck you want.

Name recognition from repetition is real. But so is negative response because of mismanaged ad campaigns. Think about how impressive people thought digital retargeting was when it started. Amazing. They click once and we follow them forever.

But retargeting was built on the same principles that all of these social networks were built on. Revenue. Not consumer satisfaction. Or aesthetic pleasure. Cash. ROI. But they got it wrong. Because they just want the low-hanging fruit again. The easy sale.

But you shouldn’t. Because that’s not a return customer. That’s not going to be a raving fan. A raving fan will get super annoyed if they love you and you still follow them all over the f*cking Internet. If you think retargeting is good for your business, ask yourself if you like it when you are surfing.

When you get a follow up for almond butters when you just bought almond butter on Amazon. At least show me some pistachio butter you idiot robot. I just bought almond butter. This is what we are doing. We are forcing our brand down people’s throats by appearing everywhere.

But that’s not what people want. It’s like cold calling. Does it work once in a long while? Yes. Could all that time and money be better spent elsewhere with a much better ROI? Yes, yes, yes. You don’t need to force your brand on people when you are good.

Photo by Drew Hays on Unsplash

The Value of a Single Network

The value of a single network is in the audience cultivation. When you are spread thin across all networks you will never be properly working any audience. And it’s hard to keep a response protocol for each different network. The value also comes in the form of time.

A single network allows you more time to focus on your actual business. More resources to allocate to the product. And a more streamlined approach to responsiveness. Less is more. The fact that people forget this in marketing is scary.

One really good ad is so much better than ten very average ones. One really good email once a month is better than a sh*tty weekly newsletter via email. One design is better than five hybrid designs made to fit a certain space.

So shut down your graveyards. And choose one network to focus on for six months. And until you understand everything about it, don’t look at the other networks. It doesn’t help you to Tweet out your Instagram photos. It’s a different network for a reason. The people there aren’t looking for the same thing.

Corporate FOMO is real. And it often rears its messy head in social networking. Because they are available. And metrics can be constantly gauged. But even if the numbers say you are doing well, you might not be. Because your message is weaker when spread across networks that you aren’t an expert at.

Stop spreading your brand around and focus. And start to enjoy the unquantifiable benefits of a single network.

If you liked this, you might like this as well:

The Art of Micromarketing and Why You Suck At It

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The Unquantifiable Benefits of a Single Network was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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