Run time: 60 seconds
Are you spending more time trying to figure out algorithms than you are trying to figure out your customers?
For many small business owners, marketing can feel like a constant battle against a mysterious, ever-changing algorithm. We get so focused on keywords, hashtags, and posting times that we risk losing sight of the one thing that truly matters: the person on the other side of the screen.
The obsession with “beating the algorithm” is a major distraction. You can do all the technical things right, but if your message doesn’t resonate with a real person when it finally reaches them, all that time and effort is wasted.
Put the Person First, and the Algorithm Will Follow
Here’s a simpler way to think about it: algorithms are designed to keep users engaged. They want to serve up content that is as relevant and interesting as possible.
This means that if you shift your focus back to the fundamentals—understanding and creating value for your customer—the algorithm is more likely to be happy anyway. When you create content that genuinely connects with people, they are more likely to watch, read, and engage. These are the very signals the algorithm is looking for.
The Primal Power of Human Connection
This is one of the reasons video content is so effective. As humans, we are wired to respond to faces and human expression. Our brains haven’t really adapted for a world of e-commerce and smartphones; we still operate on a primal level. Seeing another human speak builds trust and connection in a way that text alone often can’t.
So, while you do need to have a basic understanding of how platforms work, you shouldn’t start there. Start with your customer. If you create content with them in mind first, the odds are the technology will work in your favour.
Marketing becomes so much less overwhelming when you stop trying to please a machine and start focusing on serving a person.
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