Creating a winning social media strategy is about more than just posting a few times a week. (Although that’s a great start!)
It takes time, effort, and thoughtful insight into your service, your ideal customer, and how you can connect the two to build a successful business.
But here’s the thing: Even with all those moving parts in place, you can still feel like you’re spinning your wheels and not seeing the results you want. (Trust me, I’ve been there.)
And because I’ve been in your shoes before, I’ve learned a thing or two about what works and what doesn’t. So, if you feel like you’ve tried everything to boost your social media efforts and nothing’s working, I’m going to go ahead and guess that your lack of results comes down to one of five things
Reasons your social media marketing isn’t working:
- You’re spreading yourself too thin. When it comes to marketing and ad spending on social media, putting small amounts of money into lots of little efforts will yield fewer results. Creating a profile on every platform and trying to tend to each one will dilute your effort and keep you from focusing on the ones that are best suited for your business.
Expert advice: Ask yourself: What platforms are my target customers most active on and what are they using them for? What channels are my competitors using? And what type of messaging do I want to promote? With your answers in mind, choose 1-2 key platforms and put your time and money there. - You’re not posting value-driven content.There’s nothing worse than a social media feed packed full of promotional content. (Your audience will see right through it and not stick around!) Instead, provide your followers with resources and information, and give them some real insight into what your business is all about and what sets you apart.
Expert advice: Think about what your potential buyer wants to know and provide them with answers through engaging, entertaining content. Walk through the buyer journey in their shoes and figure out what questions they have, what they use to evaluate products and services, and so forth. - You’re posting but not engaging.Posting consistently is a good first step, but your social media efforts shouldn’t stop when you click “publish.” Engaging with your audience and other businesses is what will create those lasting relationships and turn your efforts into sales and potential partnerships.
Expert advice: Engaging doesn’t have to take up too much of your time. I suggest spending 15-30 mins a day responding to comments, reposting and sharing content from other brands, and following new accounts. This easy exercise is crucial for building brand loyalty and getting the algorithms working in your favor. (IG, Facebook, and other platforms use engagement as a key metric to prioritize and promote content!) - You’re trying to do it all yourself.Whether you’re running a small business or just working at one, I can guarantee you have a million things you’re trying to accomplish. And maybe social media doesn’t have to be one of them? You’re the expert in YOUR industry, and unless that industry is marketing, think about investing in a professional that can help.
Expert advice: Outsourcing can be a game-changer for your business! There are plenty of marketing professionals out there, from coaches and mentors to full-service firms who will handle everything for you. (Brand Social Marketing happens to fall into both of these categories!) Look around online, reach out to a few experts, and see how they can help and what makes the most sense for your needs. - You’re not giving it enough time. With any marketing effort, you have to be patient. On social media, it takes time for people to start noticing what you’re doing and following along. And it’s the same thing with paid ads — they gain traction and grow over time — so don’t rush to conclusions.
Expert advice: Every time you start and stop, you’re resetting the engagement/progress of that ad, so patience is key. Instead of jumping ship on a campaign, post, or ad, use this time to look into your insights and analytics. Organize this information in a spreadsheet, so you can track trends and see what works over an extended period of time.
So, if you’re tired of spinning your wheels with no results, be patient and address these 5 key issues first, but remember this list is just a place to start.
Check out our free resources to help you make the most of your social media efforts. And if you need an extra push, our team of experts is here to help.
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