Define the foundation of your business before going online

Social media is not magic: why your marketing strategy should start much earlier

In recent years, social networks have become the center of many digital marketing strategies. Instagram, TikTok or LinkedIn seem, at first glance, the fastest way to visibility and sales.
But there is a reality that many companies discover too late:

social networks are not a magic tool
and should never be the starting point of your marketing strategy.

The most common mistake: starting with social networks

Many brands start by asking themselves:

“What social network do I need to be on?”
“How many followers do I need?”
“Why is my competition growing faster than me?”

However, before thinking about publishing content or launching campaigns, you have to do your strategic homework. Because if the base is not solid, no channel will really work.
Social networks do not create solid projects.
They amplify them.

Gladys Becerra explains it in this video:

Before Instagram or TikTok: define your strategic base.

An effective marketing strategy starts long before opening a social profile. These are the key questions that every company should be clear about:

1. Who is your target audience?

It is not about “everyone”.
This is the specific person you are helping with your product or service:

What is the problem?
What do you need to solve?
What frustrates you about current solutions?

The clearer you are about your audience, the easier it will be to communicate and connect.

2. What problem do you really solve?

Brands don’t sell products, they sell solutions.
If you are not able to explain in one sentence what problem you are solving, the message is diluted… and social networks only amplify that confusion.

3. What is your differential value?

In a saturated market, standing out is mandatory. Ask yourself:

What do you do better than your competitors?
Why should they choose you and not someone else?
What real value do you bring?

Without a clear value proposition, it doesn’t matter how many followers you have.

Social networks without a base: visibility without results

You can invest time and money in content, ads or influencers, but if:

your product is not well defined,
your service is not excellent,
your team is not aligned with business objectives,

👉 social networks will not convert followers into customers.
Visibility without strategy generates likes, not sustainable growth.

When the foundation is well built, communication multiplies results

This is where social networking really works.
When you have:

a clear proposal,
a service of 10,
a committed team,

communication acts as a multiplier.
The message reaches better, connects more and converts.
Because without a foundation there is no summit that can stand.

First the base. Then the top.

At Digital Marketing Lanzarote we see it every day:
the projects that grow are the ones that understand that marketing doesn’t start on Instagram, but in the strategy.
✔ First you build the base
✔ Then you work on visibility
✔ And then, social networks drive growth

If you want your digital presence to really work, start with the basics.
First the base. Then, the top.