How to Market Yourself on Social Media – Grow Your Brand and The Prospect of Business Later in Life

Recently on an episode of the GaryVee Audio Experience podcast, Gary Vaynerchuk sat down with Michelle Jacobs and Sally Mueller to discuss the changing landscape of social media marketing, the power of organic content, and the entrepreneurial journey at different stages of life.

Their conversation highlighted valuable insights on how to market yourself on social media and for brands looking to make an impact online and for individuals considering starting a business later in life.

Today we summarize the key takeaways from their interesting discussion to help grow your brand, along with some insight on starting a business later in life, and utilizing a good brand name.

The Evolving Social Media Landscape

Gary Vaynerchuk emphasized that the social media marketing landscape has seen significant shifts over the past 24 months.

The reliance on paid advertising, especially on platforms like Meta (formerly Facebook and Instagram), is still prevalent, but there’s an increasing necessity to invest in organic content.
According to Gary:

“For the first time in the 20-year history of social media, if you do brand on social, it leads to better performance.”

This shift means that businesses should reconsider how they allocate their marketing budgets, focusing more on creating high-quality organic content that can engage audiences authentically.

The Power of Organic Social Media

Gary and his guests discussed how the sophisticated algorithms and AI behind social media platforms can boost organic content.
The potential reach of well-crafted organic posts often rivals or surpasses that of paid advertisements. Gary advised:

“Take things that over-index organically and move them. Take some of the money from working media and move it over to creative.”

This approach not only builds brand awareness but can also enhance the effectiveness of paid advertising by creating content that resonates more deeply with audiences.

Balancing Paid and Organic Strategies

While paid advertising remains a cornerstone for many brands, Gary suggests a strategic balance between paid and organic content.

The idea is to shift a portion of the budget typically reserved for paid ads into creating engaging, high-quality organic content. This strategy can lead to better overall marketing performance:

• Reallocate Funds: Shift some of the budget from paid ads to creative efforts.
• Leverage Algorithms: Use social media algorithms to test and confirm consumer interest in your content.
• Build Brand and Performance: Focus on brand-building content that also drives direct performance.

Gary stressed that when brands take these steps, they could see a significant return on investment:

“You can take 10% of your working media dollars out and get two times the value.”

The Importance of Storytelling

Storytelling emerged as a critical component of successful social media marketing. Gary and his guests highlighted that authentic, narrative-driven content helps brands connect with their audience on a deeper level.

Stories about the brand’s founders, customer testimonials, and behind-the-scenes content can humanize the brand and build trust.

“Sharing authentic stories, whether it’s about the founders or customer experiences, makes the brand more relatable and trusted,” Gary noted.

Embracing New Platforms Like TikTok

The conversation also explored the potential of new platforms like TikTok. With its diverse and rapidly growing user base, TikTok offers significant opportunities for organic reach and brand exposure.

Gary pointed out that TikTok’s audience is more diverse in age than many people realize, making it a valuable platform for a wide range of brands.

Starting a Business Later in Life

An interesting part of the discussion centered on entrepreneurship at different life stages. Both Michelle Jacobs and Sally Mueller shared their experiences of starting a brand in their 50s and 60s. They emphasized that age should not be a barrier to pursuing entrepreneurial dreams:

“I just encourage your audience to not be afraid to try something new in their 50s, maybe even 60s,” said Sally Mueller.

Gary passionately echoed this sentiment, advocating against the societal tendency to view aging negatively.

He highlighted the reality that people are living longer, healthier lives, which opens the door for continuous personal and professional growth:

“The thought of starting a business at 60 in a world where many people are going to live to 90 healthy makes so much sense. What are you going to do for those 30 years between 60 and 90?”

The guests shared personal stories about their parents working into their 80s and expressed their intent to stay active and engaged, reinforcing the idea that a fulfilling career can continue well into later life.

The Significance of a Brand Name

Choosing a brand name was another topic discussed in the podcast. Gary and his guests agreed that while names are important, they shouldn’t become an emotional stumbling block for entrepreneurs:

• Take Time to Choose: It can take time to find the right name, as Sally and Michelle noted that it took them a year to come up with theirs.
• Don’t Overthink It: Gary offered practical advice, mentioning that names like McDonald’s, Nike, and Google became iconic despite seeming unremarkable at first:”Names are made. McDonald’s sounds like a corner Irish pub, but now it’s a global brand. The same goes for Wendy’s, Nike, or Google.”

Closing Thoughts – 5 Key Virtues on How to Market Yourself on Social Media

The conversation with Gary Vaynerchuk, Michelle Jacobs, and Sally Mueller highlighted several key strategies for brands and entrepreneurs looking to succeed in today’s digital landscape:

• Embrace Organic Social Media: Invest more in high-quality organic content to build brand awareness and improve ad performance.
• Tell Authentic Stories: Use storytelling to connect with your audience and humanize your brand.
• Adapt to New Platforms: Leverage emerging platforms like TikTok to reach new and diverse audiences.
• Don’t Let Age Be a Barrier: It’s never too late to start a new venture. Age can bring wisdom, confidence, and a valuable network.
• Focus on Brand Values Over Names: While naming is essential, the value your brand offers is what truly matters.

By following these insights, businesses and entrepreneurs can navigate the evolving social media landscape effectively, build meaningful connections with their audiences, and drive success.

As Gary Vaynerchuk emphasized, the world of social media marketing is constantly changing. Staying informed, being willing to experiment, and focusing on creating value for your audience are essential strategies for thriving in this dynamic environment.

(Source: GaryVee Audio Experience Podcast with Michelle Jacobs and Sally Mueller)