4. INVEST IN GREATER REACH
Social media platforms have consistently limited the organic (unpaid) reach and visibility of business accounts. Want your content to go further? Go ahead and pay for it, starting with boosting posts to select audiences.
“Time to face facts,” says Lorraine: “[These are] advertising platforms. You need to be prepared to advertise.”
5. BUILD & NURTURE YOUR EMAIL LIST
“At the end of the day, you need to own your community,” says Lorraine. That means being able to access prospects whenever and however you choose. Put another way: If your social media channels were to go belly up or block your access, would you have another way to reach the audience you’ve worked so hard to attract?
Drive prospects to your website and give them a compelling reason to sign up for your email list, so you can decide how to communicate and nurture the relationship going forward.
KEEP LEARNING & ADAPTING
The internet is a big space; don’t feel you need to “do it all,” says Connie. Build a great website, focus on a social medium, master and polish it little by little to reap big benefits. “When you feel like you have it down,” she says, “challenge yourself to learn something new.”
Bottom line, the health of your online reputation requires continuous learning as social media platforms continue to change, says Lorraine: “Stay informed and be ready to flex your marketing program to meet your objectives, not theirs.”