The title says it all, social is not everything.
It’s easy for new businesses to become absolutely consumed in social media and it can become overwhelming to the point where it is not effective and a time waster.
The number of followers you have does not equate to sales. Sure, you’re never going to turn down followers or likes, but it does not reflect your sales or bottom line. Social media is important to get your name out there and get your business in front of many eyes. But it’s not the be-all-end-all.
I think as business owners and marketers we can get caught up in the social media phenomenon. But at the end of the day, you do not own your followers. You do not own your Instagram page or your Facebook page. They can be taken away from you in an instant.
The marketer’s idea of social media is to create a system of taking your followers of which are generally people that are interested in your offering and converting them into either customers or email subscribers. Once a follower becomes a customer or email subscriber, you suddenly have their data and contact information that cannot be taken away from you. It’s priceless.
“Traditional” means of marketing should not be forgotten. Email marketing, SMS marketing, mail marketing, PR and referrals/word of mouth should be in the mix of your marketing strategy.
If your marketing focus is just social, you’re not looking long-term and that is dangerous.