Why Your Social Media Marketing Isn’t Working
In this article, we are going to speak about why your social media marketing isn’t working and how to fix it.
As ‘The Marketer’ I encounter a lot of business owners who currently are using social media marketing for their business but it is not working.
Some are trying to do it by themselves and others are even hiring social media marketing companies to manage this for them.
Yet no results can be found. Why is this?
Let’s dive deeper into this problem and how to actually start getting results for your business through social media.
Social Media platforms are very user friendly but this does not mean every user knows how to make the most out of the platform.
1. Not all social media platforms were created equal.
I find a lot of people posting the same content on all platforms. This becomes boring and gives no reason for your followers to connect with your other social accounts.
Each platform your business is on should post original and valuable content!
For an example of what to post (and I’m trying to keep this vague to relate to more people):
Facebook – New items or sales and more long-form content
Instagram – Lifestyle shots of people using your products or finished services
Snapchat – Give insight into your business’ “behind the scenes” and your employee’s personalities
Linkedin – Create blogs or repost articles useful for your target audience’s pain points
2. You do not have to be on all platforms!!!!
Let me stress this, you do not have to be on all platforms.
One or two is enough. However many platforms you are on, make sure you are posting consistent high-value content.
This is hard to keep up with if you have accounts on all major social media platforms.
You will utilize social media better if you are only concentrating on fewer platforms.
I find a lot of businesses try to utilize all platforms and can’t keep up with any. This results in a less professional business presence when your last post is from 2014.
Remember Google +? That failed social media platform that no one used?
I still see branded company vehicles advertising their Google + account to follow. Yikes! Hope this wasn’t your business.
3. Post what your followers want to see.
Don’t make the mistake of posting what you want to see then getting no engagement as a result.
This is the biggest mistake I see business owners making and this is most likely why your social media marketing isn’t working for you.
What are your followers wanting to see?
In the book “How To Win Friends and Influence People” there is a chapter that says “Speak in terms of what other people want”.
This also applies to your social media marketing strategy.
Ask yourself “What are people following me for?”.
Industry advice? Lifestyle Photos? Product Info?
Then ask “What content should I post that people will find value in?”.
Once those two questions are thoroughly answered you will start posting things to get more engagement which will boost your rankings in the social media algorithms.
4. Actually have a MARKETING STRATEGY.
Posting with no intent is blind-marketing. The entire point of using social media for your business is to get in front of your target audience and get more sales, right?
Most of your social media content should be open-ended and elude to “learn more on my website”.
This will start to drive people who are seeing the content (that they actually want to see) to be provoked to learn more and go to your website.
On your website, you will have more information and possibly up-sells. This is a basic funnel model.
The more engagement you get on your post, the more people will click through to your site.
Integrating re-targeting features on your website is a very smart thing to do before implementing a social media strategy so you can collect data on who is visiting your website. (Just a highly recommended tip).
Post valuable content with a purpose behind it to eventually lead to sales.
5. Engage with your followers.
Has the company you’ve worked with offered the “follow/unfollow technique”?
Please tell me they didn’t. This does not work.
The real way to grow your social media audiences? Engagement.
The best way to get people interested in you is to be interested in other people.
Engage with all the comments on your own post especially. But perhaps you should follow your competitors and engage with the comments on their posts too.
Look up hashtags that are related to your business and engage with the people posting and commenting.
Join Facebook groups centered around your industry or your ideal prospects.
I once set up a whole Facebook group for travel lovers for my travel agent client. Basically allowing her to fish in a barrel.
People, who love to travel that live in her area? Yes, please. It is simple and it worked!
Social Media Marketing takes effort. It is a tedious task backed with logic and strategy.
Doing this right for some time can bring you a 2nd revenue stream from the internet.
Those are the reasons why your social media marketing isn’t working and if you heed the advice in this article you will start to see more business coming straight from your social accounts.
If you are in control of your business’ social media accounts, I hope this article helped you a lot!
If you are paying someone to manage your accounts and they are not doing what I spoke about in this article I would suggest speaking to them about it.
This is the best way to start getting results on social media.
If you need more social media marketing help, reach out, and let’s continue the conversation!
Check out this other article I wrote on How To Market Your Local Business.
My name is Brenden The Marketer and I own a Marketing Agency based out of St. Petersburg, FL.