By Katrina Keen, Founder of The Happy Goth Collective
Social media can be a brilliant way to get the word out about your business, but let’s be honest: it can also be a bit of a headache.
We’re constantly being told we need to post more, jump on the latest trends, crack the algorithm and somehow find the time to create endless content alongside actually running our businesses. And for what? A handful of likes and a new follower or two?
The good news is that marketing doesn’t have to be that complicated.
I’m Katrina, founder of The Happy Goth Collective, a Malvern-based marketing consultancy helping independent businesses make marketing work for them. I’m joining local businesses at the Tourism Summit to talk about social media, sharing some practical advice and exploring how we can make better use of our marketing without adding even more to our to-do lists.
Here’s a taster of what we’re about.
Stop trying to reach everyone
One of the biggest mistakes businesses make is trying to appeal to absolutely everyone. It’s understandable. You want more customers, more bookings and more people through the door. Surely the more people who see your posts, the better?
Not necessarily.
Think about the people who are most likely to love what you do. What are they interested in? What brings them to The Malverns? What would make them choose your business over somewhere else?
A couple looking for a relaxing weekend away will be interested in different things from a family planning a half-term adventure or a group of friends looking for somewhere to eat after a walk.
The more you understand your audience, the easier it becomes to create content that actually means something to them. Instead of shouting into the void, you’re giving the right people a reason to pay attention.
Social media isn’t always the answer
I know, I know. I’m supposed to be talking about social media!
But one of the things I tell clients is that social media is just one part of marketing. It isn’t automatically the best solution for every business or every objective.
If you want to encourage repeat bookings, an email newsletter might be more effective. If you’re trying to attract visitors who are already planning a trip to the area, a relevant tourism listing or partnership with another local business could be worth far more than another Instagram post.
And if social media is the right option? Great! Let’s work out which platforms your audience actually uses, what you need to say to them and what you want them to do next.
Give people a reason to visit
We’re incredibly lucky to have so much to shout about here in The Malverns. From the hills and beautiful countryside to independent shops, food and drink, arts, events and unique places to stay, there’s something for all sorts of visitors.
But when you’re promoting your business, think beyond simply advertising what you sell.
What makes a visit to your business special? What might someone discover that they wouldn’t find elsewhere? Can you show them a little behind the scenes, introduce the people who make your business what it is, or share a local recommendation that helps them plan their day?
The priority isn’t professional photography, expensive equipment or a perfectly curated feed, but giving people a reason to be interested.
And please don’t feel that every post has to be a sales pitch. Helpful information, interesting stories and a glimpse of your personality can all help people get to know you before they visit.
We’re better when we work together
Something I love about working with independent businesses is the individuality they bring to our communities. And one of the biggest opportunities we have locally is to make more of those connections.
We have so many reasons as to why people want to experience The Malverns. From walks, to a workshop, visiting an exhibition, or discovering an independent shop. Finish it off with a beautiful meal and perhaps a stay somewhere nice and there’s a booked schedule exploring and supporting many of our businesses.
So why not help each other out?
Share a neighbouring business’s event, recommend somewhere to eat, collaborate on a seasonal offer or introduce your audiences to something else they might enjoy. You could even create content together that showcases a whole day out rather than a single activity.
Make marketing manageable
I know how much independent business owners have to juggle. You’re looking after customers, managing finances, delivering your products or services and trying to keep everything else ticking along. Marketing can quickly become another job that never quite gets done.
Our advice? Start with what you want to achieve, work out who you need to reach and choose a few activities that will help you get there. You don’t need to be everywhere, and you certainly don’t need to chase every trend.
Make use of the content you already have, plan around the things happening in your business and look at what’s actually bringing in enquiries, bookings or visitors. Likes and followers can be useful, but they aren’t the whole story.
Most importantly, give yourself permission to do things differently. What works for another business might not work for yours, and that’s absolutely fine.
Let’s make your marketing work for you
At The Happy Goth Collective, we’re all about making marketing accessible, affordable and tailored to the individual business. No jargon, no cookie-cutter plans and no telling you that going viral is the secret to success.
We want to help you understand your audience, feel confident about your marketing and focus your time on the things that are most likely to make a difference.
We’re looking forward to meeting fellow local businesses at the Tourism Summit, sharing ideas and finding out more about what everyone is doing across the area. We’ve got a fantastic destination to shout about, and we’d love to see us make even more of the opportunities to work together.
If you’d like a hand figuring out your marketing, or simply want someone to bounce a few ideas around with, you can find out more about The Happy Goth Collective at happygoth.co.uk.
