Marketing is a funny ol thing. It’s a vital support function for any business that wants to prosper, but many companies believe they can do it themselves. Now, I’m not talking about recruiting experienced marketers into their business as an in-house function. I’m talking about those who think they can do marketing without any particular level of experience or expertise.

Sometimes, it becomes the responsibility of the MD who wings it. He sponsors his mate Dave’s sports club because they share a few beers in the pub on a Sunday afternoon. Or the CFO who recruits his daughter to run their socials because she’s Gen Z and has an Instagram account. She gets social media…

Sorry folks, that’s not the way.

I thought I’d be a bit provocative with this week’s blog and share with you the three top things I believe businesses should do better if they want to market their businesses successfully.

1. Picking the right social media channels

In our previous blog, I shared my advice on the best social media channel to promote your business (I use LinkedIn).

I've seen so many businesses sign up for every social media app out there. Facebook, Instagram, Twitter, LinkedIn, Snapchat, TikTok - you name it! But you don't need to be everywhere. It's better to be really good on one or two channels than to be just okay on all of them.

For example, if you're a lawyer or an accountant, you may want to focus on LinkedIn. That's where all the business people hang out. But if you're selling cool t-shirts, Instagram might be better because you can show off your awesome designs.

Remember, it's not about being everywhere - it's about being where your customers are.

2. Posting regularly and consistently

Imagine if your favourite TV show only came on whenever it felt like it.

One week it's on Monday, the next it's on Thursday, and sometimes it doesn't show up at all.

Now. that would be pretty frustrating.

That's what it's like when businesses don't post regularly on their social media.

They might post three times a week, then nothing for a month, and suddenly pop up again. This can be confusing to your audience and followers.

Posting regularly is really important. It helps people remember you and know what to expect. Plus, the more you post (as long as it's good stuff), the more chances you have of people seeing what you do. Cue sales!

3. Creating content that people actually want to see

Now, this one’s a biggie. I've seen so many businesses post things that are, well... boring. They talk about themselves all the time, use big words that no one understands, or share stuff that no one really cares about. They assume you already know enough about the topic and don’t offer any foundation, leading to confusion and many switching off.

Creating good content is about understanding what your customers like to digest and delivering it in a way that encourages engagement. You must also be sure you’re posting the content at the right time to maximise views, comments and likes.

For lawyers or accountants, for example, good content might be explaining tricky laws in a way that's easy to understand or giving tips on how to manage your money better. It's about being helpful, not just talking about how great you are.

So, what's the solution?

This is where someone like me comes in! I work with clients to figure out the tricky stuff.

We work together to:

Choose the right social media channels

Make a plan for posting regularly

Create content that people actually want to see

It's all about making your business shine online, just like it does in real life.

Remember, good marketing is like telling a great story about your business. And everyone loves a good story, right?

So, if you're feeling a bit lost with all this marketing stuff, don't worry! It's okay to ask for help.

After all, you're great at your job; you just don't have to be a marketing expert, too!

Like what you’ve read?

Jo Buchanan, the author of this blog, is the Founder and Director of TwitTwooYou Limited, a business growth strategic consultancy centred on getting brands noticed. TwitTwooYou offers smart services to help businesses grow and achieve their aspirations and goals. Want to get your brand noticed? Get in touch for a free, no-obligation chat.