Instead of soullessly scatter-gunning content across social media channels, we believe that committing to – and building on – a solidified niche will bring greater prosperity to a brand’s online endeavours in 2017.
Advances in social technology and the consequentially increasing digitalised habits of consumers has resulted in some brands overcommitting and overestimating their ability to offer value across the board. The expression ‘jack of all trades, master of none’ might be a jovial response when questioned about sporting ability or home DIY undertakings, but we’re warning you that the saying holds no comedic merit when it comes to creating a coherent first impression online.
With so many new windows of opportunity readily available, we understand why it must be tempting for some businesses to try their luck in extending their reach as much as humanly – or digitally – possible. However, simply installing a presence on a digital platform is a redundant activity unless it’s providing genuine value to followers – something that goes beyond ticking boxes.
We believe small business owners are still guilty of back-benching their digital marketing tactics because they feel there’s so much to do in so little time. This is why we’re suggesting you work smarter, not harder, by strategically choosing 2 to 3 social media platforms where you believe your target audience is most active.
“Multitasking is often part of daily life as a small business owner, but prevent this escalating into attempting to do too many things at once. That’s when you start making mistakes,” Stacey Kehoe, the Communications Director here at Brandlective.
As a successful small business owner herself, Stacey understands that mastering something requires the total devotion of time and effort. “There are probably more areas of the marketing mix I would one day like us to offer as a service, but only if they strengthened the Brandlective brand and customer service offering. I wouldn’t dare to even implement an add-on service for the sake of it.”
Echoing Stacey’s words, we recommend you focus your content marketing strategy on one particular area – solidifying yourself as opinion leaders and experts within your field. Reducing online presence to only the most necessary channels where you can devote conscious time and effort is also advised in order to build a strong brand – not a broad one – in 2017.