For small and medium-sized businesses, embarking on a social media strategy can be a burdensome cross to bear.

It’s a lot like eating your vegetables —you know you need to do it but it’s not always the most appetizing of prospects.  But if you don’t do it will your business fall behind?  Will your competition pass you by?

These are all valid questions but the questions you really should be asking yourself are:

  • What exactly IS a social media strategy?
  • What do I hope to gain from a social media strategy?
  • Do I have the time and or money to participate consistently?

Here’s What We Recommend to Help You Decide

A social media strategy means constantly pushing out a mix of information about your business and your industry.  It also means asking questions and giving answers.  So ask yourself:  do you have a lot to say?  Are you comfortable writing?  Do you have time EVERY DAY to make at LEAST one post to Facebook, Linkedin, Twitter or Google+?  Because that’s what it takes.

If not, that’s ok.  One easy option is to at least add social media sharing buttons and capabilities to your existing website so other people can at least share your content. 

Which brings me to my last point.

If you do nothing else, at least create, or HIRE SOMEONE ELSE TO CREATE content for your website.

Oh, but now we’re talking about writing again and I just want to focus on getting more customers and clients for my business.  I’m too busy making the donuts to write about making the donuts.”

Well, the fact of the matter is that creating relevant, timely and ongoing content for your website needs to be a part of your on-going marketing strategy.  Whatever your business, YOU are the expert and creating content that addresses commonly asked questions about your products or services is a great way to MARKET your business on the Internet.

Creating these types of pages on your website an be done once a month, a lot less frequently than a full blown social media strategy.  These can be farmed out to a professional writer, PR agency or Internet marketing firm.  For instance, we charge $250 to write an article for a website.   Does that seem like a lot of money to invest in your own marketing?  Use keywords and monitor the page with Google Analytics to see the type and volume of search engine traffic that your article/page attracts.  Having an article that gets picked up in the search engines and helps create a warm lead is as worthwhile an investment in your business as buying a newspaper or magazine ad and one that you can become more valuable over time. 

And over time you’ll be building a library of content that may allow for the implementation of a social media strategy.  To help get you started, write a list of the 10 things people most frequently ask you about your business.  Then write a list of 5 or 10 things that you WISHED people asked you about your business.

You now have a year’s worth of topics to roll out on your website that you can also easily post to your LinkedIn profiles, Facebook, etc.

Everyone is or should be a content creator.  It’s the way marketing is done today.  The adage that “Content is King” has never been more true or meaningful to your bottom line if done strategically and consistently.  As with social media or even straight-up advertising — that’s the key — consistency.