Social-Media Marketing Is Not the Silver Bullet for Busy Entrepreneurs

Relying solely on social media is a slow and increasingly expensive way to grow your business. Accelerate the process by getting your message in front of larger audiences.

learn more about Kimanzi Constable

By Kimanzi Constable

Opinions expressed by Entrepreneur contributors are their own.

The entrepreneurial life is busy. You spend an long hours growing your business and serving your customers. On top of all of that, you have the normal responsibilities of life. You throw in a family, and it seems like there's not enough time in each week.

You have to stay ahead of new technology and strategies to grow and thrive in your business. The Internet and social media have created an unprecedented way to reach new customers.

Everywhere you look there's a new and exciting way to use social media marketing. There is an overwhelming amount of digital agencies and expert's telling you the 100 ways you're doing social media wrong.

Related: 10 Signs You're Using Social Media Wrong

Social media marketing has become the new SEO and we're told that it's the best way to reach our present and future customers. There's a huge flaw in that line of thinking. We're seeing it more as social media companies go public. The organic reach of social media is pretty close to zero.

We've been told that we need engaging content to reach our audience, but that's not enough. Today, you have to pay if you want to reach your audience. The return on your investment is questionable, and many entrepreneurs have no clue what they're doing when it comes to social media marketing.

There have been horror stories from entrepreneurs who have spent thousands of dollars with very little to show for it. Social media market can be great if it's used as one tool in your marketing toolbox. A diverse marketing strategy is the best marketing strategy.

There is a strategy that many entrepreneurs are familiar with, it's called the 80/20 rule. You look for what 20 percent of strategies you can use to get you 80 percent of your results. Social media marketing is not a 20 percent strategy.

We started this article talking about how busy entrepreneurs are. Finding 20 percent strategies helps you reclaim your time while getting better results for your business.

The alternative.

Instead of focusing your time on social media marketing, or SEO, or one of the other hundred ways to market, turn your focus towards getting exposure to the bigger audience.

In July of 2014, I wrote my first article for the Huffington Post. Shortly after that, I started writing for My writing has also been featured in many other publications, including NBC News. This has been a 20 percent strategy.

The results have been:

  • My social media presence has grown by 86 percent.
  • My email list has gone from 3,000 people to over 19,000 people.
  • My business has exploded.

Everywhere you look there is a great opportunity to get your business and message exposed to your target audience in a bigger way.

There are large authority websites that get millions of visitors each month. There are podcasts that have more downloads than traditional radio shows. There are blogs that people all over the world read and learn from.

Related: Top 25 Business Podcasts for Entrepreneurs

One article or one interview can do more for your business than social media marketing every will, and you will still grow your social media presence quicker.

I know what some entrepreneurs reading this might be thinking, "I'm not a writer." Stephen King says, "Writing is refined thinking." You may not be what you consider a "writer," but you do have thoughts and ways of thinking about what you do that your audience wants to know.

Today's technology makes it easy to get those thoughts out of your head and onto paper. You can use a speak-to-text program, or a transcription service. You can then hire an editor to clean up your thoughts and make it compelling.

You then take that article and try to get it featured on large authority websites or blogs in your niche. You can also send it to a podcaster and pitch them as to why you'd make a great guest.

Exposure in a few keys places will grow every part of your business without the effort and money it takes to reach a small amount of people on social media. It's a 20 percent strategy that will grow your business in ways that you didn't think were possible.

Don't believe the hype about social media market. It can be a great way to reach your audience, but it should only be one part of your overall strategy. Focus on the 20 percent strategies and reclaim your most valuable resource: your time.

Related: Increasing Website Traffic: 6 Steps to Guest Blogging

Kimanzi Constable

Entrepreneur Leadership Network Writer

Content Marketing Strategist

Kimanzi Constable is an author of four books and has been published in over 80 publications and magazines. He is the co-founder of Results Global Impact Consulting. He teaches businesses modern content strategies. Join him at RGIC.

Related Topics

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.


Are You Being Too Soft as a Leader? You Might Need to Try a Different Approach

At the core of leadership, we must provide purpose, direction and motivation to our employees — but not everyone is using the right leadership style to offer these things. Here's why you might need to consider a more rigid approach.

Starting a Business

Shopify's President Breaks Down the Best Ways to Grow Your Ecommerce Business

Entrepreneur magazine Editor in Chief Jason Feifer and Shopify President Harley Finkelstein discuss the best strategies to grow an ecommerce business.

Business News

I Live on a Cruise Ship for Half of the Year. Look Inside My 336-Square-Foot Cabin with Wraparound Balcony.

I live on a cruise ship with my husband, who works on it, for six months out of the year. Life at "home" can be tight. Here's what it's really like living on a cruise ship.

Business News

American Airlines Sued After Teen Dies of Heart Attack Onboard Flight to Miami

Kevin Greenridge was traveling from Honduras to Miami on June 4, 2022, on AA Flight 614 when he went into cardiac arrest and became unconscious mid-flight.