One of the biggest reasons small businesses fail at social media is because they give up too soon. They hit a road block, don’t see the results they’re after fast enough or simply feel that it’s too overwhelming to continue. Whatever the reason, if you’re teetering on the edge of ditching your social media marketing efforts, we may have just the solution. Let’s take a look at some of the most common reasons SMM campaigns fail and see if yours happens to fall into one of these categories.
Not using the right channels. There are plenty of social media platforms to choose from, and not every one of them boasts the same audience. For instance, Pinterest users tend to be women between the ages of 18 and 49 while Twitter boasts a higher percentage of male users. This is important because if you’re focusing your efforts on the wrong network, you’re not reaching your target audience. (You can learn more about social media demographics here.)
Not sharing the right content. If you want people to follow you or like your page, you need to give them something worthwhile in return. The content you share – whether it’s video clips, infographics, articles or funny memes – needs to be of value to your audience. Otherwise you’ll be wasting your time with no results to show for it. If you’re not sure what content would work best, spend some time analyzing the performance of past content, or better yet, ask your audience what they want more of.
Not posting at the right time. Yes, believe it or not, the time and day of the week you post on social media does matter. After all, what’s the point in posting updates, pinning images or tweeting if nobody’s going to be online to see them? While there’s no magical formula to this, there has been a lot of research conducted that has narrowed down the windows for most effective usage by social media platform. Following this guideline can help you optimize your efforts.
Not being active enough. Not only will being active and consistent on social media help establish and foster relationships with your existing customers, but it will also improve your chances of reaching new ones. That’s because many of the social platforms actually have formulas that are based on engagement. The more active you are the more visibility your brand will get. Make social media a part of your daily routine and stay committed.
Posting too much. Ok, we did just say that you need to be active and post regularly on your social networks, but there’s also such a thing as overdoing it. In fact, bombarding people with too many updates can actually have the reverse effect, causing people to click the “unlike” or “unfollow” button faster than you can bat an eye. Consider how often you like to see updates from your favorite brands on social media (the ones who are doing it right) and then mirror their tactics.
Without question, social media remains one of the most important components of any online marketing strategy – especially for small businesses. Yet, many try and fail to achieve their desired outcome. By knowing what not to do, as listed above, you’ll be able to streamline your efforts and start seeing much better results. Still need some guidance? Give us a call at 877-209-7778 – we can help!