Social media has created a wonderful opportunity for entrepreneurs: It has never been easier to spread your message among hundreds, thousands, or even millions of people. But if you want to reach them, it will cost a lot.
It has to do with supply and demand, and social networking platforms are limiting supply. Organic Reach, or the opportunity to speak directly to the audience that chooses to follow your business, is almost gone.
On Facebook, for example, organic reach then affects more than 5% of your audience on average. Facebook just does not show your posts to people, if you do not pay for this privilege. This is one of the reasons why marketing within social networks has become very difficult as brands surpass each other in a competition for the attention of users.
Suddenly, social networking is not a very good choice. If you do not have a large budget, all of this can limit your growth and opportunities to expand your customer base.
But that does not mean you should not use digital platforms in general. Online advertising brings a lot of knowledge about a business. For a small fee, you can test titles, imagery, and offer them to a variety of audiences. This is very valuable research work. But if your whole customer attraction strategy depends on no, then chances are you will fail.
But, there is another solution! You just have to do a varied job. In the digital world, there are many ways to gain customers: social media, search engines, PR, influencer marketing, etc.
Start by identifying some channels where you want to focus most of your efforts. (Ideally, at least some of these channels will not require a lot of money.) This way, you can test what works and what does not, without throwing all your hopes and effort into a single practice which may later result in less or no impact at all.
Later, you can use this knowledge gained and create a specific method that applies to your business.