Why not to rely too heavily upon Instagram and platforms you can't control

Let me just put this out there - I love instagram. I do. We’ve met some wonderful people, won a great many clients and found it a hugely valuable place to create an online community. It’s undeniably an incredibly easy and accessible platform - you can access it instantly, at any time of the day or night, you can be sporadic with your posts and it’s all completely free. I know plenty of businesses for whom Instagram is their number one marketing platform. But there’s a but. And it’s a big one.

If you’re an insta fan yourself, you’ll no doubt be aware that the algorithm has changed lately. Posts which previously got good engagement are suddenly struggling to be noticed, and think back… are you seeing posts from certain people any more? As is their want, Instagram can decide which posts to prioritise, meaning that yours may or may not be seen by your entire audience. While there are plenty of articles online about how to beat the algorithm, how to play their game and what to do to ensure that your posts always get seen (something I’m not sure is actually possible), I’m going to recommend an altogether different approach.

Instead of relying on a platform you can’t control as your primary marketing source, put your weight on avenues which you can control.

1/ Your own website

Whilst the Google algorithm is a whole other conversation, your business’ website is something which you, and only you, can control. Make it as beautiful and compelling and inviting as you possibly can! Get your web developer to check how your site is performing for your chosen key words, or research doing this yourself if you manage your website yourself. This is not hard to do, and I strongly recommend taking some time to understand how it all works.

2/ Your email list

Nobody owns your email list but you. Your list of email contacts is precious; nurture that community, treat their inboxes with respect and offer them something of value.

3/ Get out and meet people

Traditional networking is a failsafe! Get out there and meet actual people in real life. Just be choosy about which events you attend and make sure that you’ll be in the company of your target market. Don’t be afraid to push beyond your own postcode to find the right events to attend.

4/ Collaborate

Joining forces with an allied brand has the effect of turning up the volume on your voice and theirs. Who might you be able to work alongside to enrich your offering?

5/ Curate a thoughtful marketing plan

Despite what so many books say, marketing isn’t necessarily a numbers game. And it doesn’t have to be icky, awkward or uncomfortable! Done well, your marketing plan can provide you with structure, direction and ultimately, more clients. Use it intentionally and thoughtfully to welcome new people to your business and nurture existing contacts.

Want to know more? We have just a couple of places left on the Autumn marketing course, which kicks off next week. You can find out more and discover how to register right here.