Video Beyond TikTok: Using Long-Form & Shorts Together

How Smart Businesses Combine Short-Form and Long-Form Video for Real Results

Video marketing is no longer optional.

Short-form platforms like TikTok, Instagram/Facebook Reels, and YouTube Shorts have changed the way people consume content. Attention spans are shorter. Scrolling is faster. Decisions happen quickly.

But here’s the mistake many businesses are making:

They’re chasing short-form views…And ignoring long-form strategy.

Shorts grab attention. Long-form builds trust.

At Paragon Marketing Group, we see this every day. Businesses come to us frustrated because their videos are getting views, but not leads. Visibility without structure rarely turns into revenue.

The businesses seeing the strongest results in 2026 aren’t choosing one or the other. They’re using both, intentionally.

Let’s break down how to use long-form and short-form video together to drive awareness, engagement, and conversions.

Why Short-Form Video Took Over

Short-form video works because it:

  • Stops the scroll
  • Delivers fast value
  • Feels authentic
  • Requires low time commitment

Platforms prioritize it. Audiences consume it daily.

For businesses, short-form video is powerful for:

  • Brand awareness
  • Quick tips
  • Announcements
  • Behind-the-scenes content
  • Trend participation

But here’s the limitation:

Short-form builds visibility not depth.

A 30-second clip rarely answers detailed questions. It rarely explains your process. It rarely builds full authority.

At Paragon Marketing Group, we coach businesses not to mistake engagement for strategy. High views without a clear next step don’t build momentum.

Takeaway: Short-form video opens the door. It doesn’t close the sale.

The Role of Long-Form Video

Long-form video (2+ minutes, often 5–20 minutes) builds:

  • Credibility
  • Authority
  • Trust
  • SEO value
  • Conversion confidence

Examples include:

  • YouTube educational videos
  • Website service explainers
  • Testimonials
  • Webinars
  • Podcast episodes
  • In-depth product demos

Long-form video gives potential customers the clarity they need to move forward.

When we help clients develop video strategy, long-form is often the foundation. It answers deeper questions, builds transparency, and reinforces expertise.

If short-form creates interest, long-form creates understanding.

Takeaway: Long-form video answers the “why you?” question.

The Smart Strategy: Use Shorts to Feed Long-Form

Instead of choosing between formats, connect them.

At Paragon Marketing Group, we approach video as a system not isolated posts.

Here’s how:

Step 1: Create One Strong Long-Form Video

Start with one foundational video that clearly communicates who you are, how you operate, and what makes your business different.

  • How Our Process Works
  • What to Expect When Working With Us
  • Common Mistakes to Avoid When Hiring a [Your Industry] Company
  • Frequently Asked Questions We Get from Customers
  • Client testimonial interviews
  • Educational videos about your industry or services

The goal is simple: create one high-value, trust-building piece of content that can be repurposed across platforms. This becomes your foundation content. Long-form video should be intentional, structured, and built around real customer questions not trends.

Step 2: Break It Into Short Clips

From one long-form video, extract:

  • 5–10 short clips (15–60 seconds each)
  • Strong hooks
  • Key takeaways
  • Memorable quotes
  • Frequently asked questions

Each short clip should:

  • Address one specific idea
  • Include captions
  • Deliver quick value
  • End with a subtle next step

Shorts act as traffic drivers to your longer content. We often tell clients: one well-produced long-form video can fuel an entire month of short-form content.

Step 3: Distribute Intentionally

Use short-form video on:

  • Instagram Reels
  • Facebook Reels
  • YouTube Shorts
  • LinkedIn (short native uploads)

Use long-form video on:

  • YouTube
  • Your website service pages
  • Landing pages
  • Email marketing
  • Blog embeds

At Paragon Marketing Group, we ensure video distribution aligns with overall marketing strategy SEO, email, paid ads, and website content all working together.

Consistency across platforms builds recognition and authority.

Takeaway: One long-form video can create weeks of short-form content.

SEO, AEO & GEO Benefits of Long-Form Video

Video strategy isn’t just about engagement. It’s also about discoverability.

SEO (Search Engine Optimization)

Long-form video on YouTube and your website:

  • Improves time on page
  • Increases keyword visibility
  • Boosts search rankings
  • Enhances service page value

Embedding educational videos into blog posts strengthens overall authority.

We regularly integrate video into SEO strategies because search engines prioritize rich, helpful content.

AEO (Answer Engine Optimization)

Structured video content that clearly answers questions helps platforms identify your expertise.

Use titles like:

  • “What Does It Actually Look Like to Work With You?”
  • “How Much Should I Expect to Invest?”
  • “Is This Service Really Worth It?”
  • “How Long Does the Process Take?”
  • “What Makes You Different from Other Companies?”

Clear questions. Clear answers.

This increases your chance of being surfaced in AI-powered and voice-driven search results.

GEO (Generative Engine Optimization)

AI platforms pull structured, authoritative content.

Long-form video transcripts:

  • Provide context
  • Reinforce topical authority
  • Increase AI visibility
  • Support brand recognition

Short-form content alone rarely provides enough depth for generative search engines to understand your expertise.

At Paragon Marketing Group, we focus on building content ecosystems — not just posts — so businesses remain visible across evolving search technologies.

Takeaway: Long-form builds authority. Shorts amplify reach.

Common Mistakes Businesses Make

  1. Posting Shorts Without Strategy
     Random clips without connection to a larger message won’t convert.
  2. Overproducing Without Distribution
     A polished 10-minute video that no one sees doesn’t create ROI.
  3. Ignoring Captions
     Most short-form videos are watched without sound.
  4. Expecting Instant Results
     Video builds momentum over time. Authority compounds.

We encourage clients to think long-term. Sustainable visibility outperforms viral spikes.

The Importance of Authentic Video

When creating video content, authenticity matters more than perfection.
People connect with people not stock footage, not scripted corporate messaging, and not fully AI-generated avatars. They want to see your face, hear your voice, and understand the real personality behind the business.

AI can be an incredible tool for brainstorming, scripting, editing, and repurposing content. But it should enhance your message, not replace the human element entirely.

Over-reliance on AI-generated videos without real presence, real stories, and real emotion often falls flat. Trust is built through authenticity. Through tone. Through lived experience. Technology can support your marketing. But credibility comes from you.

What Video Mix Works Best?

A balanced approach:

  • 1–2 long-form videos per month
  • 6–12 short-form clips per month
  • Ongoing distribution across platforms

For small and mid-sized businesses, this is sustainable and strategic.
You don’t need daily trends.

You need consistent visibility and clear messaging.

That’s where structured strategy makes the difference.

Quick Video Marketing Checklist

  • Identify 3 core topics your customers ask about
  • Film one in-depth educational video
  • Break it into short clips
  • Add captions to all short-form content
  • Embed long-form video on your website
  • Share across multiple platforms
  • Track engagement and conversions

Simple. Repeatable. Effective.

Frequently Asked Questions

Is short-form video better than long-form?
 Neither is better alone. Short-form builds awareness. Long-form builds trust and authority. Together, they create a full-funnel strategy.

How long should long-form video be?
 Typically 5–15 minutes long enough to provide meaningful value without unnecessary filler.

Can small businesses compete on video?
 Yes. Authentic, helpful content consistently outperforms overly polished but unclear messaging.

Do I need to be on TikTok?
 Not necessarily. Short-form content performs well across Instagram, Facebook, YouTube, and LinkedIn. Choose platforms where your audience spends time.

How often should businesses post video?
 Consistency matters more than frequency. Start with monthly long-form and weekly short-form clips.

Final Thoughts: Stop Choosing Start Connecting

Short-form video gets attention.
Long-form video builds trust.

If your strategy relies on one without the other, you’re leaving opportunity on the table.

At Paragon Marketing Group, we help businesses build video systems not just content. One clear message, distributed multiple ways, built for visibility and authority.

Because real marketing results don’t come from viral moments.

They come from consistent, connected strategy.

Summer Marketing Playbook for Busy Owners

How to Stay Consistent and Visible During Seasonal Engagement Dips

Summer has a rhythm of its own.

Customers travel. Schedules change. School is out. Attention spans shrink. And for many small businesses, engagement starts to dip.
One of the biggest challenges we see?
Inconsistent posting.

Marketing becomes reactive instead of strategic. A week goes by without posting. Ads are paused. Blogs are delayed. Before you know it, visibility drops, and so do leads.

At Paragon Marketing Group, we work with small and mid-sized businesses every year who experience this exact cycle.
The businesses that stay steady through summer are the ones that enter fall with momentum. The ones that disappear often spend September trying to rebuild visibility. If you’re a busy business owner juggling operations, sales, and staffing, you don’t need more complexity.

You need a simple, effective playbook.

Here it is.

Why Marketing Feels Harder in the Summer

Seasonal engagement dips happen because:

  • People spend less time online during peak daylight hours
  • Vacations disrupt normal buying patterns
  • Decision-making gets delayed
  • Businesses assume “everyone is slow right now”

The mistake? Pulling back completely.

When marketing disappears, momentum disappears with it. Summer isn’t the time to go quiet. It’s time to adjust.

At Paragon Marketing Group, we approach summer differently. Instead of scaling back visibility, we refine strategy, simplifying messaging, tightening offers, and focusing on consistency.

Takeaway: Engagement dips are predictable. Inconsistency is optional.

Step 1: Simplify Your Summer Strategy

Busy owners struggle with consistency because they try to do too much.

Instead of:

  • Posting daily on five platforms
  • Launching multiple campaigns
  • Creating new offers every week

Focus on clarity. One Core Offer
What are you promoting this summer?
A service special? A bundle? A consultation? A seasonal product?

Clarity beats volume. Two Core Platforms
Where does your audience actually spend time?

For most small businesses, that’s typically:

  • Facebook or Instagram
  • LinkedIn (for B2B)

You don’t need to dominate every channel. You need to show up consistently where it matters. When we build summer strategies for clients, we narrow focus before expanding reach. Simplification creates sustainability.

Takeaway: Simplify before you scale.

Step 2: Batch Content Before Summer Gets BusyThe Smart Strategy: Use Shorts to Feed Long-Form

If you wait until mid-June to “find time” to create content, it won’t happen.

Instead:

  • Set aside one half-day
  • Create 3–4 weeks of posts
  • Schedule everything in advance

Types of content that work well in summer:

  • Behind-the-scenes content
  • Client testimonials
  • Seasonal reminders
  • Quick educational tips
  • Short-form video clips

Shorter content performs better during busy months. Keep messaging clear, direct, and actionable.

No time to stay consistent with marketing? That’s where we come in. At Paragon Marketing Group, we take it off your list, execute it the right way, and let you focus on running your business.

Takeaway: Batch now so you’re not scrambling later.

Step 3: Adjust (Don’t Pause) Your Advertising

Many businesses make the same mistake:

“If engagement is down, let’s pause ads.”

But here’s the reality:
When competitors pull back, ad space becomes less crowded.

That can mean:

  • Lower cost per click
  • Higher visibility
  • Stronger positioning

Instead of pausing ads, consider:

  • Narrowing your audience
  • Promoting one strong offer
  • Running retargeting campaigns
  • Testing short-term promotions

Paid advertising keeps your brand visible when organic reach fluctuates.

We often advise clients to refine campaigns during summer, or whenever a business’s slow season arises, not eliminate them. Strategic consistency builds stronger long-term performance.

Takeaway: Refine your ad strategy. Don’t abandon it.

Step 5: Use Email to Stay Top-of-Mind

Email marketing remains one of the most effective tools for maintaining consistency.

Segment your audience:

  • Past customers
  • Current clients
  • Prospects
  • Referral partners

Send:

  • Mid-year check-ins
  • Seasonal reminders
  • Limited-time promotions
  • Helpful summer tips

You don’t need weekly emails. Even 1–2 per month keeps your business present. Marketing works best when it’s steady not sporadic.

Many business owners underestimate how powerful simple, consistent communication can be. We’ve seen steady email strategies outperform flashy campaigns simply because they remain consistent.

Takeaway: Consistent communication prevents summer drop-off.

Step 6: Watch Your Data (Without Overreacting)

Engagement may dip slightly. That doesn’t automatically mean failure.

Instead of panicking, monitor:

  • Website traffic
  • Conversion rates
  • Lead inquiries
  • Ad performance
  • Email open rates

Compare trends year-over-year if possible.

At Paragon Marketing Group, we remind clients that seasonal patterns are normal. The goal is stability and forward momentum not perfection.

Takeaway: Measure patterns, not emotions.

Quick Summer Marketing Checklist for Busy Owners

  • Define one core summer offer
  • Choose two primary marketing platforms Batch 3–4 weeks of content Schedule posts in advance
  • Refresh website messaging Run focused ad campaigns Send at least one email per month
  • Review analytics monthly

Simple. Strategic. Sustainable.

Frequently Asked Questions

Why does engagement drop during summer?
 Engagement often dips because routines change. Vacations, outdoor activities, and shifting schedules reduce online activity during certain hours. Adjusting timing and content format helps maintain visibility.

How can busy business owners stay consistent with marketing?
 Batch content in advance, simplify messaging, focus on fewer platforms, and automate scheduling. Consistency comes from preparation not daily effort.

Should I reduce marketing during a summer slowdown?
 No. Reducing marketing often makes the slowdown worse. Staying visible while competitors pull back can strengthen your market position.

What type of content performs best during summer?
 Short-form videos, testimonials, behind-the-scenes content, and concise educational tips typically perform well.

When should I start planning summer marketing?
 Ideally 4–6 weeks before summer begins to allow time for campaign preparation and scheduling.

Final Thoughts: Don’t Let Inconsistency Cost You Visibility

Summer marketing doesn’t require more effort. It requires smarter structure.

Inconsistent posting, paused ads, and outdated website messaging quietly erode visibility over time.
But a simple playbook. One offers, focused platforms, batched content, steady ads keeps your business present even during engagement dips.

At Paragon Marketing Group, we believe marketing should support your schedule not overwhelm it. The right strategy makes consistency manageable, even during your busiest season.

Marketing momentum doesn’t disappear overnight.
It fades when consistency does.

Busy owners don’t need more noise.
They need a plan.

And the right structure makes all the difference.

How to Prepare Your Digital Presence for Summer Sales

A Seasonal Strategy for Small Businesses (B2B & B2C)

As summer approaches, consumer behavior shifts. Schedules change. Attention spans shrink. Buying patterns evolve.

For some businesses, summer brings a surge in demand. For others, it creates a slowdown that feels frustrating and unpredictable.

Either way, one thing remains true:

Your digital presence must be prepared before summer hits, not once it’s already here.

At Paragon Marketing Group, we guide businesses through seasonal shifts every year. The companies that prepare early maintain momentum. The ones that wait often spend mid-summer reacting instead of capitalizing.

Let’s walk through how to strategically prepare your website, SEO, content, and advertising so your business stays visible, competitive, and profitable this summer.

1. Start with Your Website: Your Digital Storefront

In digital marketing, your website is your storefront. But what good is a store if no one knows where it’s located, or if it’s difficult to enter?

Before summer traffic increases (or shifts), review:

Website Speed & Mobile Experience

Summer browsing often happens on phones, at the lake, on vacation, between activities. If your site is slow or difficult to navigate on mobile, users won’t wait. At Paragon Marketing Group, we prioritize mobile-first design and performance optimization because even a one-second delay can impact conversions.

Seasonal Messaging

Is your homepage reflecting current offers, services, or seasonal demand? Update banners, headlines, and calls-to-action to match summer intent.

Examples:

  • “Book Your Summer Service Now”
  • “Limited-Time Summer Special”
  • “Outdoor Living Starts Here”

Seasonal alignment increases relevance, and relevance improves conversions.

Clear Conversion Paths

Your contact forms, booking links, and purchase buttons should be obvious and easy to use. Momentum doesn’t take summers off, and your website shouldn’t either. At Paragon Marketing Group, we evaluate user flow regularly to ensure websites guide visitors toward action, not confusion.

Takeaway: A summer-ready website should be fast, mobile-friendly, and aligned with seasonal customer intent.

2. Refresh Your SEO for Seasonal Search Trends

Search Engine Optimization (SEO) is what gets you seen online, but summer search behavior looks different than winter.

Instead of generic keywords, consider:

  • “summer landscaping services near me”
  • “outdoor event marketing ideas”
  • “HVAC repair before heat wave”
  • “summer sale [product name]”

Optimize:

  • Page titles and meta descriptions
  • Blog content
  • Service page headers
  • Image alt text

And avoid keyword stuffing, search engines are smarter than ever. At Paragon Marketing Group, we adjust SEO strategies seasonally to align with real search behavior not assumptions.

Think Beyond SEO: AEO & GEO

Search is evolving. It’s no longer just about ranking, it’s about being the answer.

AEO (Answer Engine Optimization):
Structure your content to clearly answer common summer-related questions.

GEO (Generative Engine Optimization):
Write in a way that AI-driven platforms can easily pull, summarize, and attribute your expertise.

Include FAQ sections such as:

  • “When should I launch my summer sale?”
  • “How early should I start promoting summer services?”
  • “What marketing works best in summer?”

Structured, helpful content improves visibility across both traditional search and AI-powered platforms.

Takeaway: Seasonal SEO ensures your business shows up when summer buyers are actively searching.

 3. Align Your Social Media with Summer Behavior

Social media increases brand awareness, builds community, and drives traffic to your website. But summer content should feel different than Q1 strategy.

Consider:

  • Short-form, quick-to-consume videos
  • Behind-the-scenes content
  • Seasonal promotions
  • User-generated content

People are outside more. They’re distracted. Your content should be lighter, visually engaging, and to the point.

If engagement historically dips in summer for your industry, plan campaigns to counteract that don’t disappear.

At Paragon Marketing Group, we help businesses maintain consistency through content batching, scheduling, and seasonal planning so visibility doesn’t fade during slower months. Consistency builds authority.

Takeaway: Adapt your content format and messaging to match summer attention spans and habits.

4. Prepare Paid Advertising Before Demand Spikes

Online advertising places your business at the top of search results and directly in front of your target audience.

Summer often brings increased competition in industries like:

  • Home services
  • Landscaping
  • Outdoor recreation
  • Events
  • Retail
  • Travel

If you wait until June to launch ads, you’re already behind competitors who started in April or May.

Review:

  • Google Ads campaigns
  • Social media ads
  • Retargeting campaigns
  • Streaming/video placements

A well-structured PPC strategy is fast and efficient for reaching customers. At Paragon Marketing Group, we emphasize early campaign preparation. Strong ad performance requires planning, testing, and refinement before peak demand hits.

Takeaway: Plan and launch summer ad campaigns early to secure visibility before competition peaks.

5. Update Email & Promotional Campaigns

Email marketing remains one of the highest ROI digital channels.

Segment your audience:

  • Past customers
  • Seasonal buyers
  • Inactive leads
  • Referral networks

Promote:

  • Summer specials
  • Mid-year reminders
  • Service check-ins
  • Limited-time discounts

But remember marketing takes time. Expecting instant results is a shortcut mindset. At Paragon Marketing Group, we build email strategies that support larger campaigns reinforcing messaging across platforms instead of operating in isolation.

Takeaway: Strategic email campaigns keep your brand top-of-mind during seasonal shifts.

6. Review Analytics Before and During Summer

Investing in analytics allows you to make decisions based on data not guesswork.

Before summer:

  • Review last year’s traffic trends
  • Identify peak demand periods
  • Analyze which campaigns converted best

During summer:

  • Monitor bounce rates
  • Track ad performance
  • Watch conversion rates

Seasonal strategy isn’t reactive. It’s proactive and data-informed. We help clients use historical and real-time data to adjust messaging, allocate budget wisely, and refine campaigns throughout the season.

Takeaway: Let past data shape your summer marketing decisions.

Final Thoughts: Don’t Let Your Marketing Take a Vacation

Summer can either amplify your revenue, or expose weaknesses in your digital presence. Your competitors are adjusting. Your audience is searching differently. Your messaging should reflect that.

At Paragon Marketing Group, we believe marketing should be integrated, intentional, and built into your larger business strategy. From SEO to paid advertising to social media and web design, seasonal planning ensures your business stays visible when it matters most.

If you’re unsure whether your digital presence is ready for summer, now is the time to evaluate it, not halfway through the season. Because momentum doesn’t take summers off.

The Summer Scroll: How to Keep Your Social Media Engaging When Everyone’s on Vacation

Summer is here—and so is the season of beach days, backyard BBQs, and road trips. But just because your audience is mentally (or literally) out of office doesn’t mean your social media strategy should take a vacation, too.

At Paragon Marketing Group, we know that engagement can dip in the warmer months—but it doesn’t have to. With the right strategy, you can keep your brand top-of-mind and spark conversations, even when followers are scrolling from the lake.

Here are a few simple ways to stay visible, valuable, and vibrant all summer long.

Lean Into the Season

Your audience’s mindset shifts in the summer—and your content should, too. Lighten up your visuals, incorporate seasonal colors, and post about things people actually care about this time of year (think: travel, downtime, family fun, and beating the heat).

Tip: Use relevant holidays and observances to your advantage—like the first day of summer, Father’s Day, or National Ice Cream Day. A little seasonal spirit can go a long way in catching someone’s eye mid-scroll.

Shorten the Message, Maximize the Impact

When people are on vacation, they’re scrolling faster—and reading less. That’s why short-form content wins in the summer. Reels, Stories, quick polls, and carousel posts with bite-sized text are your friends.

Tip: Make it easy for people to engage with just a tap or a glance.

Schedule Smarter, Not Harder

Even your team might be juggling vacations and shorter weeks. Now’s the time to plan ahead and schedule posts in batches. A consistent posting rhythm keeps your brand present, even if your whole staff is in flip-flops on Fridays.

Tip: Take advantage of automation tools to schedule content when your audience is most active—even if you’re not.

Show Behind the Scenes

Summertime is the perfect chance to humanize your brand. Share what your team is up to—summer outings, volunteer events, office pets, or casual Fridays. These kinds of authentic moments create connection and relatability.

Tip: Don’t underestimate the power of a well-timed selfie or a behind-the-scenes reel.

Need Help With a Summer Strategy?

Whether you’re looking to freshen up your content calendar or launch a seasonal campaign that sizzles, Paragon Marketing Group is here to help. From graphics to video, captions to calendars, we’ll keep your audience engaged—while you enjoy that vacation time.

Let’s talk strategy before your social scrolls off track.

Social Media Secrets for Small Businesses

uncovering social media secrets

While it seems like everyone is a social media guru today, the industry is oversaturated with advice and different methodology about how, where, and when to post. But what about marketing your small business on social media? It’s difficult to know where to start or which methods to apply. So today, we’re going to uncover some social media secrets that often aren’t talked about, and then share how you can start applying them to your business marketing today.

4 Social Media Secrets for Small Businesses

Here are four major social media secrets we’d like to share:

Paragon employees pointing to social media platforms on the wall
Did you know any of these social media secrets?

Social Media Secret #1: Having a Social Media Account Isn’t a Strategy

Often when social media comes up in a conversation, we hear a lot of comments like this: “I have a Facebook profile, so I can do that, too!” Or, “my nephew is on TikTok.” Or, “Anyone can do that!” And it’s true – anyone is capable of occasionally posting to social media. But what most people don’t realize is that there’s actual strategy behind social media marketing. Some of the strategies we employ early on in the process include:

  • Defining and setting goals
  • Researching a target audience
  • Establishing a consistent posting schedule
  • Curating posts, from developing the copy to designing the graphics
  • Utilizing paid advertising
  • Researching best days/times to post
  • Creating a variety of post types
  • Determining aspect ratio for video posts
  • Researching hashtags where appropriate

Takeaway: Just because you have a Facebook or Instagram account for yourself or your business doesn’t mean you’re going to get results. You have to apply strategy if you want to be successful in the long-term.

Social Media Secret #2: Successful Social Media Strategy Isn’t Glamorous

While Emily in Paris would rather you believe differently, successful social media strategy isn’t glamorous. If you want to be successful with your social accounts, you have to work hard. There’s so much thought and work that goes into each post, from the type of post, to when it’s posted, to the size of the video, to the hashtags used, to even the number of hashtags used.

Want to have an effective social media strategy? Employ these three Cs:

  • Clear – make sure your message is communicated clearly and cohesively. Your followers should know exactly what to do whenever they see a post. What is your CTA (call to action)? What is the goal behind the post? While it may require a lot of strategy behind the scenes, it should be very clear and simple to those who see the post.
  • Consistency – your social media accounts should have consistency so customers know exactly what to expect when they’re on your pages: consistent messaging, consistent posting, and consistent branding. If you don’t regularly post, this needs to change. Customers won’t come to rely on or trust your business if you lack consistency.
  • Commitment – social media strategy isn’t for the faint of heart. Commit to which platforms you’ll be posting on, and don’t stop when you get busy or it gets difficult. Giving up is the worst thing you can do! And if you don’t have the time, hire an in-house marketer or outsource to an agency like Paragon who is ready to help.

Takeaway: Successful social media strategy isn’t glamorous. It requires clear communication, consistency, and commitment in the long-term. And remember, even if you start employing the three Cs, you won’t get instant results. Good things come in time.

Social Media Secret #3: The World of Social Media Is Always Changing

Is this really a social media secret though? While the fact that technology and social media is always changing isn’t a secret, the impact of that change on strategy is surprising to many people.

That old adage, “I’m going to do this the way I’ve always done it” won’t cut it in social media strategy. What’s true today may be false tomorrow.

So many changes to Meta Business Suite have rolled out even within the past year. Every platform has its own “algorithm” that’s constantly changing. One platform comes out with a very successful strategy to gain followers, and then others often follow.

Here are a few changes that have happened over the last couple years (that are certain to become outdated once this text is published, just to emphasize this point):

  • Twitter rebranded to X – the year 2023 brought a new Twitter CEO and a new name for the platform. While it still seems to be “in a complicated relationship” with its branding, how will the language of the platform evolve (are tweets now Xs)?
  • Instagram posts can now be scheduled through Meta Business Suite – as recent as early 2022, this was not an option. Social media strategists and content creators were celebrating everywhere when this became a reality.
  • Nextdoor doesn’t allow post scheduling . . . yet – we’re still posting Nextdoor posts live, but how long will this be the reality before they permit scheduling?
  • Stories, Reels, & TikTok have changed how we record video – say goodbye to 16×9 video aspect ratio. When it comes to mobile, vertical is now king.

Takeaway: Social media is always changing. You have to be willing to change up your strategy at a moment’s notice. You need to be aware of the latest trends.

Social Media Secret #4: You Can’t Half-Ass Social Media Marketing

Is there really anything in life we should be half-assing? Probably not. But the reason this is such a big secret is because SO MANY PEOPLE DO THIS.

We’ve heard many business owners claim they can just do it in their “free time,” but what business owner do you know with “free time”? Even if they did, they don’t have the time to do it right and apply actual strategy.

Here are a few recommendations we’d make to business owners starting out with social media and trying to figure out which platforms to use:

  • Find your audience – do you sell primarily to men in their 60s? Or are 30-something aged women your target market? Maybe you sell only to homeowners? Once you know who your audience is, then research which platforms they spend time on.
  • Consider your availability – after you know on which social platforms your audience spends time, figure out how much time you can set aside to apply the three Cs – clear communication, consistent posting, and commitment to posting. Is that an hour a day? Great! Is that 15 minutes a day? That might work. If you have a realistic viewpoint of how much time you can truly spend on your social posting, then you know what approach to take.
  • Start slow – no business needs to start off posting daily to 7 or 8 different social platforms. So if you know where your audience is, you know how much time you can dedicate to your social media marketing. We typically recommend choosing 1 or 2 platforms to start getting your content out there.

Takeaway: It’s better to “whole-ass” a couple platforms than to half-ass several. And if you can’t manage that, consider finding a marketing agency like Paragon who can help.

Here’s a Quick Recap:
  1. Having a social media account isn’t enough. You have to apply strategy to be successful.
  2. Successful social media strategy isn’t glamorous. It requires clear communication, consistency, and commitment.
  3. Social media is always changing. You have to be willing to change up your strategy at a moment’s notice.
  4. It’s better to “whole-ass” a couple platforms than to half-ass several.

We hope that uncovering these social media secrets for small businesses was helpful to you!

At Paragon, we understand that it can take a lot of time, work, and research to successfully market your business on social media. As always, we want to be a resource for you. So as you have questions, we’ll be here to answer them.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

Top 10 Marketing Mistakes

Circling marketing mistakes in pink highlighter

“Don’t be a fool and make these marketing mistakes.”

Um . . . what?

We promise this isn’t a prank or an April Fool’s Joke. We’re not calling anyone a fool. Rather, as a small business, one of our biggest desires is that other business owners not make some of the most common marketing mistakes we’ve seen over the last several years.

Don’t Make These Top 10 Marketing Mistakes

Now maybe you’ve made some of these. Or maybe you’re looking for some tips on how to avoid making these mistakes. Either way, here are the top 10 marketing mistakes we’ve seen:

Business owner pondering what marketing mistakes he's made
Have you ever made any of these marketing mistakes?

Mistake #1

Your business doesn’t have a website OR your website is outdated.

Having a sleek, professional, and updated website is a vital part of your web presence. Not only will a website help your customers find your business online, but it will also give your business more credibility than organizations with just social media sites.

Mistake #2

You aren’t thinking about your mobile viewers.

More customers are conducting business, making purchases, and scheduling appointments on their phones today. So every business needs an attractive, functional, responsive, and mobile-friendly website that will serve your customers where they are and encourage them to spend more time on your site. Because more time on your site means a higher likelihood of them making a purchase.

Mistake #3

You don’t know who your audience is, where to find them, or how to reach them.

This is where marketing strategy comes into play. If you’re just throwing content onto the internet, there’s no way you can track, measure, or even hope for success. Determining who your target audience is (and where to find them) is a crucial step you should take before deciding which marketing channels to use.

Mistake #4

You don’t know who your competitors are or what they’re doing.

As a small business, you have to work even harder to get your message out there when you have competitors. Learning who your competitors are and what they’re doing — as in what’s working and what’s not — is vital to help you differentiate your business from the competition.

Mistake #5

You’re under-utilizing OR over-utilizing your social media channels.

Most people are on at least one social channel, if not several. This is great news, because that means your customers are ready and waiting for your business to interact with them! But successful social media requires a plan. Are you posting once every 6 months, or 6 times a day? You don’t want your audience to forget about you, but you also don’t want to annoy them. Come up with a plan and then consistently post to your social channels.

Mistake #6

Your business is difficult for your customers to find.

Before you can build trust with potential clients, listing your business in leading directories will make your business visible and easy to find. Plus, making your business easy to find in leading applications, search engines, and other directories will provide the validity your business needs to be established online.

Mistake #7

You’re hoping rather than creating a well-thought plan and strategy to accomplish your marketing goals.

We often don’t put enough stock into our plans. It’s so much easier to come up with a few marketing goals and then hope for the best! But marketing goals shouldn’t be just unfulfilled New Year’s resolutions. Schedule time to come up with a plan (or contact us so we can help you make one!), write down all your goals and your plans to accomplish them, and then start executing.

Mistake #8

You aren’t distinguishing your products/services from your competition.

For better or worse, you know you’re not the only business owner selling your product or service. You likely have local, regional, and national competitors vying for the same customers as you. That’s why it’s so important to differentiate your product or service. Ask yourself what separates you from all your competitors. Why should customers buy from you rather than from someone else?

Mistake #9

You’re trying to do all the marketing yourself OR you’re not doing any marketing at all.

Perhaps you’re trying to figure out how to market your business, or maybe you’ve even wondered how much money you should spend on marketing per month. Have you ever wondered how you’re supposed to have time to do all your marketing while trying to run your business? Whether you need to delegate marketing responsibilities to other staff or outsource your marketing altogether, we recommend not trying to do it all yourself. In fact, that’s where our company tagline comes into play: “You run your business, we run your marketing.” If you’re interested in outsourcing any of your marketing, we’d love to help you.

Mistake #10

You consider marketing an expense rather than an investment.

Like all things in life, it’s much easier to focus on the short-term than the long-term. Yes, it does cost money to outsource your marketing, but as a marketing agency, we stand by the belief that it’s so much more a long-term investment in your business rather than a short-term expense.

Let’s face it — no one is perfect at marketing. No business owner has all the answers and can do everything perfectly. In a way, we’re all fools to an extent, because it’s impossible to know everything. And even if we did know everything about running a business, our time can’t fully be dedicated to marketing our businesses.

And that’s really where we come in. At Paragon Marketing Group, we understand exactly what it’s like to feel overwhelmed. We know what it’s like to wear all the hats and juggle all the balls. We’ve been in your shoes before. And that’s why it’s so important that we not only help other small businesses like us, but also be a marketing resource that you can access whenever you need.

Want to learn more about this topic? Check out our podcast, the Main Street Marketing Podcast, on Spotify, Apple Podcasts, or your audio platform of choice.

3 Reasons You Should Update Your Video Marketing

Two men shooting a video marketing ad

When it comes to video marketing, it can be overwhelming to know where to start. There are so many places consumers view video today – billboards, social media, websites, TV, search engines, apps. Plus, people are no longer watching video just on their TVs or computers. Now it’s convenient to watch on smartphones, tablets, and even e-readers. Which is all the more reason it’s important to update your video marketing for your business.

Why Should You Update Your Video Marketing?

Here are three reasons you should update your video marketing now:

1. Your Aesthetics & Content Need A Refresh

Retro TV, VCR, and soda cans displaying old video marketing
Retro TV, VCR, and soda cans

Now if your video marketing hasn’t changed since the 1990s, you don’t need us to tell you they desperately need an update. But it’s not the 2000s or even 2010s anymore either, The Internet is constantly changing, and so should your online presence, video included. Are the people, the styles, the objects, or the technology in your videos outdated? A good way to find out is to put yourself in the following fictional scenario: If you were to approach a potential customer in person wearing the same style, showing the same objects, and using the same technology in your videos, would that customer be more focused on your appearance or your message?

Perhaps it’s not the tangible items that need to change in your video marketing. Is data or information in your video current? Today’s consumers are highly intelligent. With new information readily available online, having updated, accurate information in your video marketing is vital if you want customers to take your business seriously.

Source: NG Production Films

2. Your Customer Base Has Expanded

It’s certainly good news when your customer base is expanding. But with growth comes change. Remember when we mentioned there are so many ways for people to consume video today? That means your video marketing net should widen to capture more demographics and types of people. While every business has its target demographic, limiting your video marketing to attract a narrow set of people increases your potential to lose sales and customers.

A large part of online video consumption comes from newer social media platforms. TikTok didn’t exist until 2016. Stories and Reels are newer options to share video on Facebook and Instagram. And let’s not forget about LinkedIn. As of 2019, LinkedIn is the most trusted social platform for credible content. Yet only about 1% of users shared posts then! Consider that a huge opportunity to establish your business as a trusted authority in your industry using video content.

3. Your Videos Are Getting Lost in the Shuffle

Have you heard of the term “ad fatigue”? Elevato describes it as “a phenomenon that occurs when an audience becomes desensitized to an ad set causing ad efficiency to decrease.” In simpler terms, people are tired of seeing ads. This reinforces our earlier point: video is everywhere. But as a business who wants to stand out in the crowd rather than get lost in the shuffle, your video ads need to be different. How? By telling a story. Stop selling! People have been telling stories since the beginning of time. Your video marketing might have current content and subject matter, but if you’re trying to sell rather tell, you probably need to update your videos.

Another element that can impact your videos’ reach relates to branding. Video marketing is a great way to reinforce your brand using your logo, brand colors, and even tone. Does your company have a mission? Make sure every video you put out there reflects it. Does your company sell a humorous product? Or is your company a non-profit with a serious mission? Whatever tone your business adopts, be sure to create video content that aligns with your company’s vision.

Source: The Social Shake-Up

If there’s one takeaway here, it’s that video isn’t going anywhere. We encourage you to review your video marketing and ask yourself the following questions: Is the subject matter or information out of date? Are your videos failing to capture more demographics? Do your videos reflect your company’s mission and vision? Is your brand obvious in your videos?

Before we became the full-marketing agency you know as Paragon Marketing Group today, we were formerly a video production company. And with that experiences comes a world of knowledge that we are passionate about sharing with other businesses, just like yours. If you’re ready to update your video marketing, contact us today!

It’s Time To Plan Your Marketing For 2023

A marketer pointing to a graph on his computer to demonstrate why it's important to plan your marketing for 2023.

We’re still a few months from the new year, but that doesn’t mean your marketing shouldn’t be prepared. It’s time to plan your marketing for 2023. Aside from inflation and economic changes impacting businesses nationwide, technological advances and new, emerging trends in marketing mean it’s even more important to start planning your marketing for the upcoming year.

As a full-service marketing group, we believe it’s important that your marketing attract new clients while retaining your current customers. Here are three reasons why it’s time to plan your marketing for 2023:

1. Marketing Trends Are Always Changing . . . And So Should You

Between a global pandemic and constant advancements in technology, it isn’t surprising that advertising trends are changing. While we believe in celebrating your milestones, the marketing machine is constantly evolving, which means your marketing strategies should, too. Whether you need help with your website or a social channel, it’s time to map out marketing strategies for 2023.

Constantly evolving marketing trends means it's time to change and plan your marketing for 2023.
Constantly evolving marketing trends means it’s time to change and plan your marketing for 2023.

2. New Consumers’ Habits Requires A Mobile-First Mindset

While the pandemic might have slowed in-person business for many consumers, those same consumers not only continue to spend more time online, but they also use their mobile devices to shop, search for businesses, and view websites on their mobile devices. And with this move here to stay, businesses need to ensure their websites are responsive, consider increasing their mobile advertising budget, and make decisions with a mobile-first mindset to continue to attract today’s consumers.

Plan your marketing for 2023 with a mobile-first mindset as more consumers continue to search and shop on their mobile devices.
Plan your marketing for 2023 with a mobile-first mindset as more consumers continue to search and shop on their mobile devices.

Source: FinancesOnline

3. Marketing Experts Could Give You The Upper Hand

Many people are overwhelmed by the prospect of trying to design their own website, get their business in all the proper listings, and post regularly to multiple social channels in addition to all the other marketing avenues they could be utilizing. What often helps a business stand out from the crowd is bringing in a third-party expert. Why? Because marketing firms stay up-to-date on the latest trends and specialize in providing marketing services for businesses big or small. They can even manage your marketing completely if you rather focus on running your business. Whether you need an outside opinion or guidance, firms like Paragon Marketing Group can provide the necessary expertise you need.

Consider hiring a marketing firm, like Paragon Marketing Group, to help you in the year as you plan for marketing in 2023.
Consider hiring a marketing firm, like Paragon Marketing Group, to help you in the year as you plan for marketing in 2023.

Source: Paragon Marketing Group

Marketing trends will continue to change, so it’s vital that your business embrace the future. Whether you choose to hire a marketing firm for outside expertise, mobilize your website to create a better online experience for your mobile users, or map out a marketing strategy to prepare for the new year, now is the time to plan your marketing for 2023.

3 Reasons You Should Update Your Video Marketing

Two men shooting a video marketing ad

When it comes to video marketing, it can be overwhelming to know where to start. There are so many places consumers view video today – billboards, social media, websites, TV, search engines, apps. Plus, people are no longer watching video just on their TVs or computers. Now it’s convenient to watch on smartphones, tablets, and even e-readers. Which is all the more reason it’s important to update your video marketing for your business.

Why Should You Update Your Video Marketing?

Here are three reasons you should update your video marketing now:

1. Your Aesthetics & Content Need A Refresh

Retro TV, VCR, and soda cans displaying old video marketing
Retro TV, VCR, and soda cans

Now if your video marketing hasn’t changed since the 1990s, you don’t need us to tell you they desperately need an update. But it’s not the 2000s or even 2010s anymore either, The Internet is constantly changing, and so should your online presence, video included. Are the people, the styles, the objects, or the technology in your videos outdated? A good way to find out is to put yourself in the following fictional scenario: If you were to approach a potential customer in person wearing the same style, showing the same objects, and using the same technology in your videos, would that customer be more focused on your appearance or your message?

Perhaps it’s not the tangible items that need to change in your video marketing. Is data or information in your video current? Today’s consumers are highly intelligent. With new information readily available online, having updated, accurate information in your video marketing is vital if you want customers to take your business seriously.

Source: NG Production Films

2. Your Customer Base Has Expanded

It’s certainly good news when your customer base is expanding. But with growth comes change. Remember when we mentioned there are so many ways for people to consume video today? That means your video marketing net should widen to capture more demographics and types of people. While every business has its target demographic, limiting your video marketing to attract a narrow set of people increases your potential to lose sales and customers.

A large part of online video consumption comes from newer social media platforms. TikTok didn’t exist until 2016. Stories and Reels are newer options to share video on Facebook and Instagram. And let’s not forget about LinkedIn. As of 2019, LinkedIn is the most trusted social platform for credible content. Yet only about 1% of users shared posts then! Consider that a huge opportunity to establish your business as a trusted authority in your industry using video content.

3. Your Videos Are Getting Lost in the Shuffle

Have you heard of the term “ad fatigue”? Elevato describes it as “a phenomenon that occurs when an audience becomes desensitized to an ad set causing ad efficiency to decrease.” In simpler terms, people are tired of seeing ads. This reinforces our earlier point: video is everywhere. But as a business who wants to stand out in the crowd rather than get lost in the shuffle, your video ads need to be different. How? By telling a story. Stop selling! People have been telling stories since the beginning of time. Your video marketing might have current content and subject matter, but if you’re trying to sell rather tell, you probably need to update your videos.

Another element that can impact your videos’ reach relates to branding. Video marketing is a great way to reinforce your brand using your logo, brand colors, and even tone. Does your company have a mission? Make sure every video you put out there reflects it. Does your company sell a humorous product? Or is your company a non-profit with a serious mission? Whatever tone your business adopts, be sure to create video content that aligns with your company’s vision.

Source: The Social Shake-Up

If there’s one takeaway here, it’s that video isn’t going anywhere. Review your video marketing and ask yourself the following questions: Is the subject matter or information out of date? Are your videos failing to capture more demographics? Do your videos reflect your company’s mission and vision? Is your brand obvious in your videos?

If you’re ready to update your video marketing, consider contacting your local marketing agency today.

Benefits of Being Active on Facebook

Social media marketing.

Social media. Regardless of how connected or disconnected you are, social media can greatly benefit your business. It’s a convenient and fun way to engage with current customers and attract new ones. Small businesses have an advantage on social media for they’re more focused on individuals. There are so many benefits you can gain for your business by staying active on Facebook. The more you engage with followers and customers, the more success you’ll have and the better relationships you’ll build. Respond to comments and reviews, and quickly respond to messages. Make it personal. Not only will this make your current customers feel listened to and respected, but new customers will notice!

How Can Being Active on Facebook Help Your Business?

It’s important to remember not all social media platforms are compatible for your business. You have to decide what’s right for you. Facebook might be a great platform for your business because it’s easy to use and it’s a platform for all ages. We compiled a list of some of the ways your business can benefit from being active on social media, specifically Facebook!

Covers all Three Means of Communication

Verbal, nonverbal, and visual. Unlike Instagram, YouTube, or other visually based platforms, Facebook allows you to share pictures, videos, simple text posts, or livestream. By engaging in all three means of communication, your business can reach and connect with more people, depending on their likes and dislikes.

Share Basic Information about Business

A lot of people use Facebook to find a specific product or service. Making a page for your business allows you to provide people with business hours, contact information, company address, and more. You can add an “About” paragraph and biography about you and your business, post reviews, and advertise your services.

Provide Customer Service and Support

Living in such a fast-paced world, we don’t always have time to sit down on a phone call. Having a Facebook page allows potential customers to ask questions about your business and current customers to send follow up questions and comments about services you provided through private messaging. This allows both you and your customers to reach out on your own time, but with accessibility through your smartphone or computer, it’s easier than ever to give or get a quick response.

Promotes Word-of-Mouth Marketing

Facebook is a great way to get more exposure to your business. Think of it as a snowball effect; you post a funny video or helpful insight to your page; your customers engage with the post by liking, commenting, and sharing. Their friends and family will see that they engaged with your business, pulling them into the intrigue, and so on. You can encourage this by holding some sort of social media contest or other sorts of content that will get your followers to share your page.

You may be thinking, sure, these are all great points, but what if you don’t have extra time to spend on social media? Or I’m not too tech savvy, where do I begin? We understand that there are a lot of moving parts in a small business and it can be a lot. Paragon Marketing Group is here to help. If you have zero or 100 ideas for social media posts and engagement, we have the right people and tools to get the job done. Give us a call or message us today (262)443-9092