4 Reasons Why Your Social Media Marketing Plan is Failing You
As you review your social media marketing plan with an eye toward making some key improvements, it’s important to understand what you’re doing right and what you’re doing wrong.
By sticking with the good and eliminating the bad, you can begin to make immediate progress.
Let’s examine four of the top reasons for social media marketing failure:
- Lack of Consistency
There are many studies that show how often you should post to each social media platform for maximum results.
While the results vary from study to study, here’s one thing they all agree on: you need to stick with a consistent posting schedule.
You don’t want to post three times to Twitter today, none tomorrow, once the next day, and then not again for a week. This kills your traction, as your audience never knows what to expect from you.
Find a posting schedule that works for you and stick with it.
Tip: using a tool, such as Hootsuite, makes it easier to schedule your posts in advance (thus saving you time).
- Neglecting to Track What Works
Updating your social media accounts is a good start, but there is no guarantee that you will make the progress you’re expecting.
You should track everything you do, as this will give you a clear idea of what’s working, what isn’t, and how to alter your strategy in the future.
Did you know that 81 percent of small and mid-size businesses use social media?
While all of these businesses use the same social media platforms, they don’t implement an identical strategy.
Spend more time focusing on what works for your business and less time worrying about the competition.
- Overlooking the Importance of Engagement
Wouldn’t it be great if everything you posted to social media resulted in a high engagement rate?
This may be the case for some companies and individuals, but you have to work your way up from the bottom.
If you want to experience a high engagement rate in the future, you need to put in the leg work upfront. This means knowing the type of content your audience is most interested in.
Here’s a statistic from Sprout Social that that is particularly telling;
“The average response time for a brand to reply on social media to a user is 10 hours, while the average user will only wait 4 hours.”
Are you engaging with your audience in a timely manner? Do you have a system in place to ensure that no question or concern goes unnoticed?
A regular posting schedule is a great start, but you don’t want to stop there. You need to engage with your audience, as this is the true difference between social media success and failure.
- Focusing on a Single Platform
It’s easy to get into a groove with a single social media platform and stick with it (and no others) over the long run. Unfortunately, this means you’re missing out on other opportunities
For example, many companies continue to overlook the power of Instagram, despite the fact that it’s growing at an astonishing rate.
It’s a good idea to master one social media platform before spreading yourself too thin. It’s a bad idea to focus all your time and energy on a single service, hoping that this is enough to reach all your social media marketing goals.
Failure Leads to Success
As disappointing as it may be, one social media failure does not guarantee that this trend will continue in the future.
Failure often leads to success, as this gives you the opportunity to better understand what went wrong and how to make changes for a better future.
Social media success often comes down to nothing more than trial and error. If you make a mistake, adjust your approach. Once you find what’s working, stick with it for the time being.
There are many reasons why your social media marketing plan could be failing you.
Once you identify what’s gone wrong in the past, you have a better chance of achieving success in the future.
The social media game is always changing, but endless opportunities exist. You simply need to take advantage.
Are you happy with your social media progress to date? Have you made one or more of the mistakes mentioned above? Share your personal experiences in the comment section below.