Forget social media! It’s not your priority. You’ve been told that social media is the holy grail of modern marketing. Agencies promise breakthroughs, and social media raises your hopes with the potential for viral posts. But here’s the truth:
Social media won’t save your hospitality business if you haven’t nailed the basics. Let me tell you why.
To truly succeed on social media, you’d need to post daily—on some platforms, even multiple times a day.
Let’s be honest:
How many hospitality or F & B businesses can actually post daily?
- Businesses with the funds to hire a dedicated marketer or agency to manage their social media will post daily.
- Businesses where the owner fully understands social media, has plenty of time, is committed, and engages consistently to spread brand awareness online will post daily.
- Businesses that have strict financial planning, with 20-30% of their revenue allocated towards marketing, will post daily.
And the rest?
They DIY it. That means:
- They handle their own social media posting.
- They brainstorm creative ideas.
- They devise their own content strategies.
- They create their own content calendars.
- They create their own digital graphics.
- They create/source their own photos.
- They create their own creatives in general.
(read my What is a “creative” in marketing article)
This is the vast majority of the market.
But here’s the kicker: All these social media activities are pointless if you haven’t got your basics in order—your website, Google Business Profile, paid ads, and reviews.
Have you thought about this before?
Everything you post on social media competes against the flood of cool, creative content put out daily by social media agencies, marketing firms, professional freelancers, and influencers.
So. What’s the point of posting if it’s so hard to stand out?
Because at this stage, your posts serve only one purpose: they show viewers that your business is alive and “has a pulse.”
That’s it. (and to keep a few followers and your relatives updated)
Beyond that, they serve little to no purpose unless you have a solid foundation built online.
Sure, you might have a post go viral on TikTok once in a blue moon. But let’s be clear—that’s TikTok’s algorithm at work, not necessarily your content. Their goal with this strategy is to get you hooked, and they’ve nailed it.
So, forget about social media for now.
- Having no posting on social media, you can sustain your business.
- Having no local ads on Google or Meta, will hurt the bottom line.
- Having no focus on local marketing efforts, will hurt your bottom line. (Read my How to start with local marketing article.)
So, instead of the social media hype, focus on the essentials.
- Your website (SEO, user experience, 1 CTA, conversion rate optimisation)
Read my Basic SEO mistakes article. - Your Google Business Profile (optimised, SEO description, services added, CTA)
Read my How to do Google Business the right way article. - Your generic paid ads on Google and Meta (in a small radius, running 24/7)
Read my How to start with Google Ads article. - Your reviews (Google, TripAdvisor, OTAs)
Read my How to get reviews article.
When these four are solid and running smoothly, and you still have time, think about social media.
Build your online presence like a pyramid. Start with the foundation; when it’s strong, add the final brick—social media.
Final disclaimer: With this post, I am not saying to forget social media because it is pointless. I have clients who are active and successful on social media; in other words, they have incoming leads and generate profit from them. But! Please think about priorities- this was the aim of this article.
Follow this blog as I share hands-on marketing tips with readers that I find helpful.
Thank you for reading my post.
I am Shopi.
I provide no B.S. marketing & design for Hospitality Businesses.
