The 4 Reasons Your Social Media Marketing Strategy Isn’t Working
Listen, I get it. Building a social media marketing strategy is hard. Learning the ins and outs of a dozen different social media platforms, building content for each of them, responding to every message and comment on Facebook — it’s a lot to plan and manage. Beyond that, it’s a chaotic environment. Sometimes, you might even think there’s no rhyme or reason why things work or don’t work. But there is a method to the madness, and with the right tactics, tools, and approach, you can build a social media marketing strategy that actually works.
It might sound a bit cliche, but there’s no getting around the fact that the planning stages of your social media marketing strategy are among the most important if you’re hoping to have a successful campaign.
You can’t expect to hit your target if you’re not sure what you’re aiming for. The brainstorming phase of your social media marketing strategy isn’t just a placeholder; it’s a critical factor when determining the effectiveness of your strategy. When you say that you’d like to “increase traffic,” what exactly do you mean? Instead of using vague goals, aim to create more tangible milestones.
Here’s what good goals look like:
- I’d like to increase traffic to my website by 25 percent in the next three months
- I want to increase the conversion rate of product XYZ by 10 percent in the next month
- I want 1,000 new followers on Facebook in the next two months
These are the kinds of goals that help push you and your business into a win-win scenario. Either the goal is met, and you succeed, or the goal isn’t met, and you’re able to establish something went wrong. Once you’ve identified that there is a problem, you’ll be one step closer to solving it. Win-win.
Not all social media platforms are created equal. While most modern consumers use social media to some extent, each of them uses it in different ways. Facebook, Instagram, Twitter, LinkedIn — we’ve all heard of them, but that doesn’t mean that they’re all the right call for you and your business.
Just think about your own life. You may have an account on each of these platforms, but do you use each equally? I know I don’t. Creating buyer personas is about more than just picturing your ideal customer. It’s about understanding how your audience experiences the world, and how you best reach them through digital media.
Keep in mind that there are plenty of social media platforms out there that your demographic is using that aren’t as widely known. Reddit, Quora, and Pinterest are all social media platforms that exist “off the beaten path,” but have massive audiences. If you’re not leveraging them, you’re missing out on hundreds of thousands of impressions.
More importantly, you’re not taking advantage of one of the most appealing aspects of working with social media marketing: targeted marketing. Just like all social media platforms aren’t equal, audiences on these channels are radically different from platform to platform. The same people that use LinkedIn are rarely on Snapchat or Reddit. This means that instead of trying to put equal effort into each platform, you need to determine where your audience’s attention already is and focus your promotion and marketing efforts there.
No Brand Identity
This is easily one of the most common problems I encounter whenever I work with businesses that aren’t converting with their social media marketing efforts. The problem with working in a well-established industry is that, no matter what industry you’re in, there tends to be a certain desire to fit in.
In an effort to be taken seriously professionally, businesses end up either losing their brand identity or forgetting to develop one at all. And when you don’t take the time to both create and share your brand voice with your audience, you end up becoming background noise in the never-ending sea of chatter that is the digital media marketing landscape.
As far as how to actually fix this mistake and build a brand identity, the solution is relatively simple. Refer to your buyer personas, ensure the content you create and promote serves that identity, and make an effort to be more than just a current events soundboard for your industry.
Relying On Organic Reach
No one likes to talk about it, but it’s the reality of the social media world we live in today. Organic reach isn’t dead, but it’s looking better and better for paid social every day. The number of people organically finding and reading your post has decreased significantly, so unless you’re willing to invest money into Facebook Ads, your business page won’t be getting as much attention as you’d like.
What have you done to switch up your social media strategy? Comment with your success stories below.