Why Your Marketing Choices Are Hurting Your Business: Social Media

February 15, 2015

In today’s digital age, I’m still adamant on reading actual, physical books where I can flip through pages and reread quotes, chapters and entire novels I find intriguing. It wasn’t until recently, though, that my love of reading hard-copies crossed over into my digital marketing world. I quickly realized how many amazing business books were out there just waiting for me to have some down time during my work day. My latest read, QR Codes Kill Kittens, was written by Scott Stratten, whose motto is “Stop marketing. Start engaging.” This should be everyone’s motto. Plain and simple. Too many people choose marketing tactics because they think they need to. However, no one business is like another. What’s right for John, isn’t necessarily right for James. Today’s article — the first in a series — breaks down how your social media marketing choices are hurting your business.

85% of B2B buyers believe companies should present information via social networks. But which networks?


The big-kahuna of social media marketing. In the third quarter of 2014, Facebook had more than 1.3 billion users. Yes, billion. Many companies think that they should focus the majority of their social media strategy on Facebook because of this statistic alone. But how many of those 1.3 billion people are within your target audience? This is something you should always keep in mind when trying to decide where to establish your social presence. And what would define success for using this network? If your main goal on Facebook is selling, you’re going to be really disappointed in the results. Facebook recently changed it’s algorithm because “more and more businesses are posting sales-driven content, as opposed to resourceful content that will provide value to their audience.” This means fewer people will organically see your posts. Facebook is forcing businesses to think of their followers and post quality content they would benefit from. If you’re looking to dramatically expand your reach, get ready to invest in Facebook advertising.


Instagram officially surpassed Twitter this past year and became the second largest social network with more than 300 million monthly active users. Again, don’t let a high user number be the sole factor when deciding which social network to establish a brand presence on. Instagram is meant for sharing photos and videos. Does this align with the content you want to produce? Though more popular amongst B2C companies, Instagram can be a great way to show the inner workings of your B2B company and can challenge you to think more visually when developing your content plan.


A lot of companies use an auto-publisher to push out tweets during the day with little regard to time and strategy. Back in the day, people thought having more followers meant more success. However, the true bread-and-butter of Twitter is retweets. These expand your content’s reach. HubSpot explains the life of a tweet, noting the most popular time for retweets are 3 PM and 12 AM on Mondays and Fridays. What’s my point? Take some time and do a little research. Actually come up with a plan before just churning out tweets and see how you can get the most from those 140-character messages. Oh, and have fun! Twitter can be a great way to show off your brand’s personality.


Many B2B companies can seriously benefit from using LinkedIn properly. Do you think that all there is to LinkedIn for a business is a company page? Don’t be so stuck up! LinkedIn has come a long way since launching in 2003 and offers several different marketing opportunities. Go beyond creating a company page and see how else your business can utilize LinkedIn. Your CEO and employees can establish themselves as thought leaders with LinkedIn Publishing or try creating showcase pages for your unique products or sub-brands.


If you feel like Google+ alludes you, you’re not alone. This is definitely my least favorite social network of the bunch (sorry, Google), but there are certain benefits behind utilizing it. The main benefit is local SEO. Getting your Google+ page and website connected, and verifying your business can really only help you. If that’s all you do, though, you may not see much engagement. The more you put in to Google+, the more you will get out of it.

You may find that more than one network will be beneficial to use, but that each produces different results. If you don’t have a strategic plan in place, you will ultimately waste time and potentially brand your business incorrectly. Still not sure where to start? Let us help! Schedule your free marketing power hour to receive an in-depth discussion of real insight and info to make sure your marketing tactics are on-point for your business.

About Insivia

Insivia is a Strategic Growth Consultancy helping software & technology companies scale through research, brand strategy, integrated marketing, web design, and retention.

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