In the book We’re All Marketers, author Nico De Bruyn makes a pretty clear statement that a lot of people seem to miss:
To be an effective marketer, you need to recognize that it’s people, not platforms, that influencing today’s buyers.
Put another way, Facebook isn’t going to help your company — Facebook users are. Twitter isn’t going to help your company — Twitter users are.
It’s an easy thing to overlook.
As an example, we have a home services client that is getting a lot of work from referrals on Nextdoor, which is great! However, there’s relatively little we can do to influence that. He does great work, people tell their friends, and he continues to grow his audience.
That’s not to say that Facebook ads are bad, or that having a great presence on Instagram isn’t important — both of those can be great for your business!
Just know that at the end of the day, most of your buyers are likely asking their friends about your company, and your reputation will be giving the answer without you being able to chime in directly.