In today’s digital landscape, social media is a powerful tool—but is posting content really the same as marketing? Many businesses think so, but there’s a clear difference. In this article, we’ll explore what distinguishes mere posting from true marketing, the benefits of each, and how you can leverage social media to genuinely grow your business.
Nurturing vs. Marketing: What’s the Difference?
To start, let’s clarify two key terms: nurturing and marketing. Many people post consistently on social media and think they’re marketing when, in reality, they’re nurturing. Here’s what this distinction looks like in practice.
Consider your podcast. You may release weekly episodes that attract regular listeners who tune in because they value what you share. They’ve subscribed, follow your updates, and return every week to hear more. That’s nurturing. You’re building and maintaining relationships with people who already know you. They trust your insights, and this connection keeps your brand top of mind.
The same applies to an email list. While it can be used for promotions, most emails are geared toward providing value and staying connected. If every email were promotional, it’d quickly lead to unsubscribes. Instead, nurturing through valuable content creates a deeper, long-lasting connection.
Even on YouTube, most channels focus on nurturing. For example, Mr. Beast, the platform’s most popular creator, aims to keep subscribers engaged through high-quality, entertaining videos. His goal? To cultivate a loyal tribe, which in turn drives ad revenue and sponsorships.
So, nurturing content is about relationship-building with existing followers. But marketing is about reaching those who haven’t discovered you yet.
How to Make Social Media Work for Marketing
If your goal is growth, focus on marketing that brings in new people. This approach requires a different mindset and strategy from nurturing.
The aim is not to attract subscribers or followers but to reach an entirely new audience with every post or video. For example, instead of producing videos that only appeal to your existing base, consider content that directly targets people who’ve never encountered your brand. This method brings fresh eyes to your business, inviting them into your sales funnel or prompting them to join your email list.
A strategic way to do this is to create videos or posts designed around specific questions that potential customers might have. Think about what your target audience is typing into search engines. By crafting content that answers those exact questions, you position yourself as the solution they’re seeking. For instance, if you’re an expert in fitness, make videos answering common fitness-related queries. When your content directly addresses a search query, it becomes more likely to be discovered by new audiences.
Targeting Your Audience Effectively on YouTube
One of the most efficient ways to market on YouTube is to ensure each video answers a highly specific, popular question that’s relevant to your expertise. To do this, research the exact language your target audience uses when they search for information. Tools like YouTube’s keyword planner or search engines can help you identify popular questions.
Then, create a video dedicated to answering that one question. Make the question the title of your video, so when users search for it, your video is exactly what they’re looking for. This strategy brings in people who are already interested in your expertise but might not know you exist.
As more people find and watch your video to the end, YouTube’s algorithm learns who your target audience is. YouTube will then recommend your video to other viewers who fit the same profile, expanding your reach organically. With this approach, you’re not just nurturing an existing audience—you’re consistently drawing in new viewers who could become clients or customers.
Implementing a Strategic Approach for Social Media Growth
The key to transforming social media from a nurturing tool to a marketing powerhouse lies in intentionality. Every piece of content can be designed to either deepen existing relationships or draw in new potential clients. Here are some steps to get started:
- Identify Key Questions: Understand what questions your target audience is asking and create content around those queries.
- Create Standalone Content: Develop posts or videos that address one specific question at a time, aimed at attracting fresh viewers.
- Leverage SEO Strategies: Optimize your titles, descriptions, and tags with the keywords your audience uses to increase discoverability.
- Encourage Action: Include calls-to-action that invite viewers to join your email list or explore more of your content.
For those ready to dive deeper, I’ve created a resource called YouTube SEO: The Leaf Strategy, which guides you through crafting highly targeted videos that bring in new viewers each month. Check out that episode next to learn how to pull in a consistent stream of potential clients who have yet to discover you.
Using these strategies, you can elevate your social media approach from simple posting to intentional marketing, creating an avenue for meaningful growth.
