Are you spending a significant amount of money on your social media marketing and not getting any results? There are so many resources and how-to guides filled with best practices and top tips. If you’ve read them all and are still scratching your head – this article is for you! We’ve created and looked at hundreds of social media ads to mine deep down into the ins and outs as to why some businesses succeed and others completely fall flat with their content. Read on for some quick fixes and key insights on how to save your sinking social media ship.
1. Content is Not Customized
Social – Media – Marketing. First, comes “social” then comes “media” and lastly “marketing” Facebook’s algorithm is responsible for putting content in front of people that they know people will like. There’s a reason we see a lot of vacations, babies and weddings! Brands that have a clear idea of who their audience is and where they’re at, will see their content performing. This isn’t about using Facebook as an emotional medium, but rather delivering content that is dynamic and tailored to people in specific stages and at key times.
2. Messaging Does Not Meet Customer Journey
It’s no secret that Facebook is the most widely used social media platform. With over 2.32 billion active monthly users, countless statistics point to Facebook Ads as a top platform for businesses to easily gain visibility and surpass the competition. If you’re not getting results here there’s a lot more going on than your budget. As one of the most underpriced paid options out there, Facebook offers the ability to speak directly to your perfect customer, at the exact time that is most relevant for them. A great remedy is retargeting. By developing segments and custom audiences based on where people end up on your website or in your funnel, you can send them relevant content that converts. This way you become an invited guest, instead of a pesky and unwanted party crasher!
3. Offers Are Not Targeted To Customer Segments
Targeting an audience means you are speaking their language. One of the quickest fixes is to simply ask, “Who Am I speaking to?” Based on Google site analytics, customer list segmentation, and survey results, it’s possible to put together a persona of your ideal customer. What are their behaviors, attitudes, lifestyles, and needs as the target customer or audience? This is the very first step in defining how to speak to them and what kind of content to create. Do you know their birthday? Send them a $30 OFF birthday gift. Do they love gaming? How about a $10 free play card!
4. Brand Does Not Have A Quality Online Presence
One of the easiest strategies to miss is the actual quality of your online presence. Not all businesses have expert graphic design teams working on their platforms 24/7. However, simply by understanding the importance of branding, uniformity, and consistency a business can engage and convert browsers into loyal customers and raving fans. And we all know that raving fans mean comments, reviews, and recommendations. Visual content is 40 times more likely to get shared on social media than any other type of content. This means that quality visual content can make or break your brand.
5. Brand Lacks Social Engagement
An engaged audience doesn’t just happen, it’s created! Content should not only be visual, but also engaging. Social media engagement has a significant impact on your site traffic, search results, viral footprint and ultimately, sales. Is your staff empowered to connect with the customer base on an ongoing basis? To create as much engagement as possible, staff should:
- Respond to comments
- Ask questions
- Use analytics to replicate popular post topics
- Take advantage of story formats
- Reach out to influencers
- Use retargeting and custom audiences
- Ask audience questions
- Create polls
- Host live online events
- Set up incentivized games
Ultimately, creating as much engagement as possible will help you achieve optimal results.
6. Not Following Brand Guidelines
This brings us to our last stop: consistency! Social media is used to give your brand a voice in order to forge connections. Depending on which aspect of your business your platform represents, the tone of the brand should match that. This means creating guidelines and a branding document that outlines posting responsibilities, defines “do’s and dont’s” and ensures that your online presence matches your business success.
Are you ready to up your social media game? Learn how to maximize your content, staff, and budget for outstanding social media marketing results. Book a free consultation with social media marketing guru, Robert Reed and help your small business create big results! Click here to learn more…