Build a platform and not social media presence.

It is easy in our current marketing lives to put an emphasis on the number of followers that our brands have, and the how many people are enjoying our content. All of this is good in terms of constantly driving engagement, however, the focus should always be on us owning a platform that allows us to constantly communicate with our clients.

When I refer to a platform, in the most basic sense I mean the ability for us to be able to communicate with our community at a moment’s notice without relying on the social platforms in getting the message out. When we are aware of our customers and have direct access to them (no middlemen involved) we are able to build deeper relationships with them, and this then allows us to not be worried about constantly trying to get in front of an audience through paid media.

SMS and Email still remains as our best direct marketing platforms, and these need us to have a strong strategy in not only building them, but also nurturing their growth over time.