As founder of The Reach co-working club, Jasmine Williams, a writing consultant, has first-hand experience in how other solopreneurs are marketing their business, without social media. Jasmine also shares her insights on change and how it affects a writer’s career.
The club recently completed a visibility challenge where members found ways to get their business more visible. Jasmine found that:
“People are definitely exploring different kinds of platforms or joining memberships or targeted spaces, so they don’t feel so dependent on the whims and the algorithms of social media.
They are joining more in-person clubs or communities, even, for example, a golf club to try to meet with other potential founders.
According to Jasmine, “your people don’t necessarily have to be online. There’s this feeling that a lot of times, social media can feel like you’re just shouting into the void.”
And also, “When I scroll through Instagram, I barely see content from the people I follow. I find I’m just spending less and less time there. If I’m spending less and less time there, then the people I’m trying to reach them are probably not there either.”
Beyond social media, the rules of digital marketing are changing rapidly. How will this affect a writer’s career?
Digital marketing is facing a tremendous amount of change. Algorithms change frequently and the use of AI means that those in creative fields need to rethink their marketing methods and how their businesses will evolve.
Given the rapid changes in SEO for instance, Jasmine’s advice is that AI has captured the market on “how to” content.
Marketers need to create content that goes deep within a niche. Keywords still matter, but they should be optimized towards local SEO. “I think it’s going to be a little trickier for companies that serve global audiences.”
Jasmine’s opinion about the impact of AI on a writer’s career
As a writer, Jasmine admitted to concerns about the impact of AI on her career. “Are people still going to be looking for writers, or is it going to be more like strategist or messaging support?”
While she’s not against ChatGPT, for example, she knows there is still value in having an expert shape a narrative, or help clients pull out insights from customer research.
“We’re kind of in this really experimental phase right now, where we have all these years of experience to pull from, but things have changed and shifted so fast. There are still certain principles that apply, but how we apply them has changed completely.”
Get more information about Jasmine Williams at: Jasmine Williams Media (JasmineWilliams.ca) and The Reach Club (https://thereach.club/)