Rethinking Social Media Marketing for Your Small Business

In a world seemingly dominated by social media, small business owners and personal brands are often faced with the pressure to constantly create content, engage with their audience, and strive for growth.  The hidden costs associated with this digital frenzy are causing many of us to reconsider whether it’s even worth it and contemplate alternatives. In a recent episode of The Driven Woman Entrepreneur Podcast, I sat down with SEO strategist Meg Casebolt to discuss the ins and outs of social media marketing, the importance of finding balance, and alternative strategies for success.


One of the misconceptions about social media is that it's a free and default way to connect with your audience. However,  Meg points out that there are multiple hidden costs, from resource allocation to mental bandwidth. Many entrepreneurs reach a point where they outsource their social media management to save time, but this decision comes with a financial cost and may not significantly impact their marketing efforts.


The pressure to be constantly present and perform on social media can be overwhelming. However, there is a trend toward decreasing anxiety and fear of missing out when it comes to online presence. People are starting to recognize the mental capacity and time it takes to spread themselves thin across multiple online platforms. Making intentional, making choices and setting specific times to be online can help alleviate this pressure and allow entrepreneurs to focus on deeper conversations and developing meaningful relationships.


While it's essential to know your audience and have clear messaging, what truly matters is the value proposition and product market fit. So in addition to not trying to be on multiple platforms, we also don't have to produce endless amounts of content either.  Instead of trying to cover every aspect of a topic, we can start focusing on creating targeted content that can yield better results. People are now more interested in receiving a plan and guidance rather than learning everything themselves. The shift in focus from education and training to providing complete plans and implementation support highlights how the market is evolving and our customer's needs are changing. 


Interestingly, Meg notes that many of her clients find her through methods other than social media. Online summits, referrals, and even podcasts are becoming more effective channels for connecting with potential clients. By reverse engineering where your best clients are coming from, you can focus your efforts on the most effective areas.


We have all no doubt noticed the societal shift to digital interactions has its benefits but also its drawbacks. While it's true that our relationships have shifted online, and businesses rely on these platforms for awareness, recognition, and validation, we haven't fully explored how to navigate this space in a supportive and meaningful way. Many female entrepreneurs, especially those socialized as such, tend to internalize messages of success without questioning the system or asking for evidence. It is crucial to engage in critical thinking and prioritize actions that align with our true selves instead of blindly following what others are doing.


So, how can you navigate this digital landscape and find alternative strategies for success? Meg Casebolt suggests several approaches that may be more effective than solely relying on social media. Instead of focusing on follower count or transactional gain, strive for genuine interest when networking and building relationships. Participating in other people's communities, guesting on podcasts, and using email marketing are all effective ways to increase brand reputation and awareness.  Meg has been teaching entrepreneurs and small business owners for years how to use Search Engine Optimization to drive people to your website who are looking for the services you provide, so using SEO to decrease your social media digital footprint is an option worth considering.  


In a world full of fast food content, it's time to slow down, find balance, and engage in deeper conversations. Take a step back from the pressure of constantly creating new content and focus on what truly matters. Critical thinking, networking, and relationship building will pave the way for long-term success. And remember, you don't have to go it alone. Connect with like-minded entrepreneurs, such as those within The Driven Woman Entrepreneur community, and share your experiences and challenges. Together, we can navigate the hidden costs of social media and find alternative paths to success.

Feel free to DM me on LinkedIn @coachdiannwingert or send me an email at [email protected]. I'd love to hear your thoughts! If you'd like to hear the full episode on The Driven Woman Entrepreneur Podcast, you can do that here:


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