Don’t Build Your House on Rented Land: How to think about social media in your marketing strategy

Facebook, Pinterest, Instagram, LinkedIn, TikTok, X—no matter where you look, social media is everywhere. It might feel like a must-have in your digital marketing strategy, but there’s an old adage worth remembering: don’t build your house on rented land. Social platforms can help build your business, but they’re not the foundation. So, what role should social media play in your overall digital marketing strategy?

Start with a strong foundation—your website

Before throwing yourself meme-first into social media, start by focusing on a platform you own and control: your website. A great website is the cornerstone of any solid digital marketing strategy. It’s your home base, where you have total control over design, messaging, and (most importantly) data. Visitors to your website are in your domain, meaning you can control their experience, capture leads, and offer exactly what they’re looking for.

And here’s the reality check: social media platforms are businesses themselves. They change their algorithms and policies frequently, which can drastically affect your visibility Anyone remember Facebook’s organic reach drop in 2018? Or heard about LinkedIn’s class action lawsuit for inflating advertising stats?

The fact is that if you’re overly reliant on social platforms to reach your customers, you’re playing by someone else’s rules, which can shift overnight.

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Build your email list as insurance

While you’re working on your website, think about building an email list as well. Email marketing might not have the shine of a viral tweet, but it’s one of the highest-ROI digital marketing channels out there. According to Campaign Monitor, for every $1 spent on email marketing, you can expect an average return of $36. With email, you’re communicating directly with your audience—no algorithm standing in your way.

Action steps:

1. Include an easy, valuable opt-in on your website—maybe it’s a newsletter, a guide, or access to exclusive content.
2. Offer a clear call-to-action on every blog post and landing page to encourage sign-ups.

Now, add social media—but be intentional

Once your website and email strategy are humming along, you can start working on social media. But be selective. Ask yourself where your target customers are spending their time online and choose no more than three platforms to focus on. We see better outcomes when we devote more time to a select group of platforms, instead of trying to be everywhere all at once. When you try to cover too many, you end up spreading yourself thin and diluting your brand’s message.

For the majority of businesses, social isn’t about generating leads or clicks (that’s what your website should be doing)—it’s about building awareness of your brand, being helpful, engaging with your audience, and building a community.

Here are five considerations when establishing a business social media presence.

Focus on platforms that align with your audience

We started working with a client who was killing it on TikTok—but despite the high engagement, they weren’t getting any leads. As we dug deeper, it became clear why: their ideal customers weren’t on TikTok. Their target demographic simply wasn’t using the platform to find services like theirs.

This is why knowing where your audience actually goes for information is crucial. You need to show up in the places they’re spending their time. For instance, a restaurant needs to be on Yelp, a medical provider on Healthgrades, and B2B brands find a good home on LinkedIn. Research from Content Marketing Institute found that LinkedIn was selected by 84% of B2B marketers as the organic social media platform that delivers the best value. It’s a platform where professionals actively look for thought leadership and industry insights.

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What social media should do for you

If social media isn’t primarily about leads, what should you focus on? Think of it as your brand’s personality stage—a place to foster engagement, share value, interact with the community, and keep your business visible.

• Even if social media isn’t your main traffic driver, it’s a key touchpoint for building brand awareness with potential customers. Stay consistent and keep your branding recognizable.
• Social media should be a two-way street. Engage and build community by replying to comments, asking questions, and connecting with your audience.
• Showcase your expertise by sharing blog posts, insights, or customer testimonials to reinforce your authority.

Use our Digital Marketing Strategy Questions to help you develop a strategic plan to reach and engage your audience online.

3 action steps for a social media strategy that works

1. Define your goals for each platform. Ask yourself: “Am I here to engage, educate, or entertain?”
2. Create a content calendar with a mix of brand-building, educational, and community-focused content.
3. Use analytics to measure performance and adjust your strategy. Are your posts driving traffic to your site, boosting engagement, or growing your following? Adjust based on what’s working.

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Ready to (smartly) incorporate social media strategy into your digital marketing?

Social media has its place in your digital marketing strategy, but it’s a layer, not the foundation. So build that solid website, nurture your email list, and then bring in social media to support your broader marketing goals. When used right, it’s a powerful complement to your digital presence that helps keep your brand visible, credible, and connected.

Contact us today—we’d love to help you develop a balanced, effective digital marketing plan.

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