Social media is all the rage …

And understandably so.

It’s an extremely effective way for engaging with potential prospects (and clients), while also generating leads. 

The barrier to entry is low. You can put out content quickly. And there’s the potential to reach huge audiences.

What’s not to love?

Yet let me give you a thought to consider -- one that’s not touched on too often …

What happens to your social media content a day or two after you post it?

The fact is, most social media content lives a short life.

Within hours, it's nearly dead.

Think about it …

How often do you go back and look at someone’s Instagram, Facebook or Twitter posts from last week … 3 months ago … or even a year ago?

Feeds are designed to show you the most current content.

So regardless of how great your content is, your odds of people engaging with it decreases with each passing hour.

Now, YouTube is a little different. People use it as a search engine. So if you produce strong content, people can find and watch your videos years after you post them.

I bring all this up because I feel like too many entrepreneurs get starry-eyed over social media. They flock to it in hopes of finding the holy grail of lead generation …

When it’s merely an additional vehicle for content distribution and engagement.

I suggest using social media as a complement to an overall marketing strategy. Also, focus on content that can repeatedly deliver results over the long run.

Even something as simple as a well-written blog post can drive traffic for years. The same goes for an effective direct-mail piece, advertisement or email campaign …

Properly distributed videos too.

Longevity is key. 

If you create effective content, you can enjoy a compound effect with every piece you put out. Each one is like having a little sales rep who works 24/7 promoting your business.

So, yes, use social media.

Just understand that its shelf life isn’t very long. 

So you must post consistently. And, for best results, share your content in multiple formats. 

Talk soon,

Tom Trush
Direct-Response Copywriter/Marketing Strategist