The Back Fence Theory
Social media can be daunting, especially for business purposes. The sheer number of platforms—Facebook, Instagram, TikTok, Pinterest, Threads, YouTube, Snapchat, X, Reddit, LinkedIn, and more—can be overwhelming. Each platform also offers its own set of tools and features, like Instagram’s posts, reels, and stories.
However, your socials are crucial for any marketing strategy to succeed. Attempting to dominate all platforms is futile. Social media posting should follow a carefully devised marketing strategy based on thorough research of the venue’s strengths, weaknesses, and key selling points. This includes identifying which platforms are most suitable.
It may be hard to recall but there was a time before social media, when the primary marketing method available to restaurant and cafe owners was word-of-mouth. Positive experiences were shared (and negative ones shared more widely) in daily conversations between people at work, at social gatherings or during a chinwag with the neighbour over the back fence. Naturally these conversations had a limited reach but social media changed all that, allowing anyone with the desire to build their own dedicated audience an opportunity to create a sphere of influence well beyond their own back fence.
If you find yourself overwhelmed by social media as a marketing tool, you’re not alone. The audience too is bombarded with information, making it hard for anyone to stand out. While uber-popular viral posts grab all the headlines they are truly rare and impossible to predict or rely on. It’s important to note social media, aside from a handful of remarkable examples, is not the silver bullet you want it to be. A simpler perspective might be to view social media as a modern version of word-of-mouth. Both platforms rely on a single person who is happy with their experience and feels compelled to tell others.
Many operators assume they are the only ones who struggle with modern marketing tools, believing others are succeeding simply by virtue of a twice weekly Instagram post. The more likely truth is, if you are overwhelmed, then so are others. These feelings can be overcome by applying a well devised marketing strategy to these tools. This simple action immediately puts you ahead of anyone dithering about whether they will or won’t.
In the days when newspapers ruled our media, affordable marketing options were limited. A small ad in the local paper was often the best you could afford while radio ads were expensive. Television and billboards were out of the question. Independent and objective critic reviews were reserved for the new and therefore newsworthy restaurants. Even if you received the attention of the press it was nothing more than a shot in the dark. After all, who were the readers? Where did they live? What did they like? Were they relevant at all? And once you had your fifteen minutes it was unlikely you would get the chance again. This left you with no option other than to build your business based on your ability to deliver excellent product and service.
A positive customer experience is crucial. No amount of social media presence can compensate for poor service or a subpar product. Ensuring your business consistently delivers high-quality experiences will make customers want to return and recommend you.
Today, with numerous affordable tools available, we have the ability to reach millions, but you shouldn’t need to. It only requires converting a tiny percentage of your potential audience to be successful. The key is to focus on relevance.
Managing digital marketing and setting expectations requires perspective. Recognise the challenges and opportunities. Understand that building and nurturing your own relevant and responsive audience is, without doubt, the most effective strategy. These are customers and potential customers who are interested in you and what you do. At the heart of it, your story and genuine experiences are your greatest assets. Before embarking on any social media it is crucial to develop a comprehensive marketing strategy based on research to identify your business’s strengths, weaknesses and key selling points. It’s not about being present on social media; it’s about adding value to your customers. Treat social media as an extension of traditional word-of-mouth marketing by creating positive experiences and encouraging customers to share their stories and build a loyal following.
Transparency and authenticity are more important than ever. Customers are increasingly savvy and quickly spot insincere marketing tactics. Authenticity builds trust, which is the foundation of any successful business relationship. Share your story, values and behind-the-scenes glimpses to create a genuine connection with your audience.
While social media offers a cost-effective way to market your business an abundance of tools can lead to information overload. Stay focused and avoid getting distracted by each new trend. Building your audience requires patience and persistence. It’s not about instant gratification but about creating lasting relationships. Consistency is key—regularly posting, valuable content and engaging with your audience will help you build a loyal following. Social media is a marathon, not a sprint.
Social media is also a two-way street. Engagement is key to building a community around your brand. Responding to comments, messages, and reviews shows you value your customers and are willing to listen. This level of engagement can turn casual followers into loyal advocates.
Social media is a powerful tool for growing your business, but it requires a strategic holistic approach. Focus on delivering excellent customer experiences, being authentic and engaging with your audience. Develop a clear marketing strategy based on research and refine your efforts based on data. By doing so, you’ll build trust with your audience and position yourself as a leader in your field. Remember, the fundamentals of good business remain the same—excellent service, quality experiences, and genuine engagement with your audience.
