Why Your Business Needs More Than Just Followers
Why Your Business Needs More Than Just Followers
Many small and medium-sized businesses believe that social media is the primary marketing tool they should focus on. The common misconception is that having a strong follower base means their posts will be seen by most of their audience. However, the reality is that platforms like Facebook and Instagram are designed to prioritize paid content over organic posts.
For brick-and-mortar businesses, this means that simply posting on social media isn’t enough to drive foot traffic. Instead, businesses need to invest in a broader digital marketing strategy, including programmatic geofencing, which provides measurable results.
Social media platforms frequently update their algorithms, making it harder for businesses to reach their audience without paid promotions. Recent data shows just how limited organic reach has become:
This means that even if a business has 10,000 followers, and an average organic reach of 1.37%, you could expect to reach 137 people for each post. For each 137 people, you can estimate an engagement rate of 0.2%. Math on that works out to 0.27 engagements per post. This mean you will receive, on average, one engagement for every four posts. With these declining numbers, businesses that rely on organic reach alone are missing out on potential customers and spending money on resources on creating content.
Social media platforms are now heavily monetized, meaning that businesses must invest in paid advertising to see significant results. Some of the challenges include:
For brick-and-mortar businesses, engagement alone isn’t enough (thumbs and hearts don’t pay the bills). Marketing strategies that directly impact customer visits and purchases are needed.
One effective alternative to traditional social media marketing is programmatic geofencing, a digital advertising tactic that uses location-based data history to target potential customers.
Instead of hoping a social media post (or four) reaches the right audience, programmatic geofencing ensures that ads are placed in front of potential customers at the right time and place.
Relying solely on organic social media marketing is no longer a viable strategy. Businesses should diversify their efforts by incorporating:
Social media can be a valuable tool, but it should not be the foundation of a business’s marketing strategy. With organic reach shrinking and paid advertising becoming increasingly costly, businesses must explore other digital tactics that provide measurable results. Programmatic geofencing, combined with a diversified marketing approach, offers a more effective way to drive real-world traffic and sales.
The key to modern marketing success isn’t about accumulating followers – it’s about reaching the right customers through the right channels at the right time. By understanding this shift and adjusting your strategy accordingly, you can build a more effective and sustainable marketing approach for your business.
Amy Yaley is the COO of Ward Media and the co-owner of Northwest Swag Works. She can be reached at amy@ward.media.
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