Social media has certainly changed the way we communicate and do business; there is no denying that it is a powerful marketing tool.
But is it enough to just be active on social platforms?
Not if you want to truly be successful in growing your business.
So then exactly what is a successful marketing strategy?
First, it is important to note that each business is unique and the right strategy for yours will be different from other businesses. However, what is critical for every business’ growth is to rely on multiple marketing strategies to attract and keep customers. So what does this mean? That social media is not the end all be all for a marketing plan. The strongest way to ensure your business grows is to use social media along with other forms of marketing. 
So Many Options
The challenging part will be finding the right mix for your business needs. What makes it even more difficult is the growing number of marketing channels available. It’s important to be seen in order to increase sales, but with so many ways to get out there, how do you choose what is right for you? All these options can make it hard to find the most effective methods to grow your business.
Trial and Error
Unfortunately, there is no clear answer as to which multiple marketing channels you should employ. For the majority of businesses, it is a process of trial and error to figure out what works best for you. Just as you would test different versions of a social media ad, you have to test out different channels of marketing to find the right mix for your business.
A Plethora of Data
Fortunately, what makes it a bit easier to figure out what works for you is that there is more data than ever, allowing you to measure your marketing results. It also allows you to narrow down what marketing avenues you should try going down. The key is to figure out who your target audience is. Armed with data, you should be able to figure out where your target audience is and therefore, where you should be spending your marketing dollars. For example, if your target audience is purely local because you don’t have an online store, then consider using local media (newspapers, TV and radio) in conjunction with social media to target your audience.
Going Beyond Social Media
Like we’ve said, it’s okay to use social media to grow your business, but it shouldn’t be the only form of marketing you do. To truly grow your business, it is important to use multiple marketing channels. Here are a few other marketing channels you can look into that may help grow your business.
- Email: Most people have an email account these days and many of them check it at least once a day if not more. Reach people in their inboxes. Because people can read email at their leisure, it is a less invasive form of marketing. Try a monthly or weekly newsletter or offer promotions and discounts through email.
- Traditional Methods: TV, radio and print ads aren’t as cheap as most social media ads, however if your target audience is local, trying out one of these platforms can be worth your while. Don’t forget to also leverage traditional marketing channels for free by sending out press releases to local media.
- Over the Top (OTT): If your target audience is on an OTT platform (also generally known as streaming platforms, think YouTube and Pandora), many of these platforms offer advertising. Just know that the option of marketing on some OTT platforms is relatively new.
- Leverage Community: Consider sponsoring a local sports team like a little league team, participating in a charity event or doing a day of community service with your employees. Not only does it get your business seen, but consumers these days also like to know that a company is interested in more than just making a profit.
- Collaborate: Consider collaborating with a group of non-competitive businesses in your area to cross-promote. Utilize coupons, fliers and reciprocal website links to reach new people.
- Blog: Build authority and increase SEO through blogging. Make sure that each page of your blog links back to your website to help increase your site’s SEO. This can help with organic searches. Beyond that, blogging allows you to show off what you know and why you are a leader in your business niche!
Pay Per Click (PPC): Google+ is dead but Google’s search engine is one of the most visited sites each day on the Internet! When organic search results aren’t enough, try PPC advertising to get your business seen. Consumers who visit search engines are already in the active phase of making a purchase, meaning they are a warm lead. Push them to the finish line by paying for advertising on Google. Pro Tip: Make sure that you monitor your ad campaigns daily and make adjustments to prevent blowing through your entire advertising budget in only a few days.