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As a business owner, what do you think social media marketing is all about?
Is it about getting likes on your posts?
Is it about getting comments on your quotes?
Or, is it about getting maximum shares?
Social media is not just about creating conversations. If you use social media for all these reasons, you’re still an ‘old-school’ student and you need a rework.
A very meaningful and well-defining quote says, “Social media is no longer about the stuff you make, but the stories you tell.”
You might be fathomed with the meaning of having a business – it is about selling more stuff for more money and combating your rival’s brain, figuratively. Social media marketing is the easiest yet trickiest way to achieve your business goals.
Over the years, social media has left a big imprint on the digital marketing industry wherein every brand is trying to woo their customers online through various social media endeavors. While it is undoubtedly an effective way to embrace your online audience and turn them into potential customers, it isn’t a cup of tea for all!
Yes, it’s a bitter truth!
Gone are the days when social media marketing was just a medium to let people know about your business. It is no longer what it used to be.
Reasons Why Social Media Marketing Fails to Pay off
According to a recent survey, 6 out of 10 small businesses have been disappointed by their social media marketing efforts. In an another study, over 83% of consumers complained that they have had a “bad experience with social media marketing”.
If you’re among those who’ve spent bags of money in setting up their social marketing campaigns and yet not make a spike in your website traffic, spare 10 minutes from your regime to read through and this might be a kick start for your business sales..
Social Media Marketing know-hows still in Haze
A little knowledge is dangerous, this same applies here. While business owners are aware of the significance of using social media marketing in business, they aren’t yet completely acquainted with its true insights.
Some Common Myths about Social Media Marketing
- Businesses often presume social media as just another form of PR and advertising and stick to forwarding push messages about their company.
- Lack of understanding of the significance and use of different social media platforms – how Facebook differs from Google+, which is again different from Twitter, both in terms of their functionality and usability.
- Social Media strategies are immutable and that should stick to their plans throughout.
- Businesses fail to determine their target audience on social media and believe they should target everyone. Moreover, they fail to understand the importance of determining the right platform based on their target market.
In the absence of right and complete knowledge, businesses often end up making incorrect plans that lead them to failure.
As a suggestion, take the time to learn more about social media marketing, its meaning, essence, and benefits before you begin with it. Follow a few companies who’ve really gained from their social media marketing. You can also consult any renowned social media marketing company to help you understand and implement it better.
Social media doesn’t work for you, because you don’t work it.
So, you hired a social media consultant who built a Facebook page, created a Linkedin account, opened a Twitter account, signed up on Pinterest board, and automated a constant rotation of images of your product to go out every 1 hour.
If you or your social media consultant follow the same, Fire them now!
Do you really think this strategy would take you to your ultimate goal???
Remember two important things:
#1 – Social media will work when you’ll make it work.
#2 – It takes its own time to produce results.
It isn’t enough to just mark your presence online and share a few random posts related to your brand. It demands commitment and dedication. You need to plan out an effective strategy that works out well for you.
Here are a few considerations:
- Analyze your ultimate goal.
- Determine your target audience. Take time and research well to know more about them – their likes, dislikes, expectations, etc.
- Prepare a working plan – what all stuff would go on your social media, what would be your point of focus, which channels to target the most, how often you would post.
- Be committed – Stick to your plan and follow it with honesty. Even if you miss a single step, it’s all gone! You might start brilliantly, but you need to be consistent throughout. Keep your enthusiasm from start till finish.
Be patient – You might not get desired results at initial stages of your marketing campaign. Don’t get disheartened and do your work. Remember, Rome was not built in a day.
No One Likes What You Say
There are billions of companies using social media channels for online promotion, thousands of which would be from the same industry as yours. Every body thinks of posting interesting content to grab the attention of the readers. Then, why should customers come to you to read and like your page? If you are a startup, nobody is going to think it is good to ‘like’ you. So, what should one do to make them think this way? Who’d spend those extra dollars on creating a viral video?
We say, go for it if you really want to stand distinct in the league.
You should never run out of social media content ideas. Think out-of-the-box and come with new, engaging, striking ideas everytime.
Seek ideas from this article on Forbes on 100 killer ideas for your social media content and get inspired!
Once you succeed in striking the minds of your audience, the next time they’d come sniffing you around to read your posts.
Alienating SOCIAL out of Social Media
Social Media is no longer about campaigns, it is all about creating communities and building relationships!
Business owners often lack emotions, as it is said, there’s no room for emotions in business. Certainly true! But, when it comes to social media marketing, you should try to bring emotionalism in you. Engage with your audience. The more you interact with them, the greater will they be interested in you and your business. Reply to their comments, A generous response can do wonders for you sometimes. Social media is a great platform to interact directly with customers. Hence, make the most of it.
Another important aspect here which is often overlooked by the businesses is that they become selfish when it comes to sharing content on social media. They often forget that a majority of the social media content they share will not come from their own website. They follow the principle of self-obsessed sharing – only sharing their own posts. This is being selfish, and not social.
In general, only about 30% of the content you share online should be from your own website. Further, you should follow 5:3:2 rule as this offers great resources to share other’s content.
One Size Doesn’t Fit All
The most prevalent social media strategy, especially for the small businesses is;
- Write a blog post.
- Share on all social media networks.
- Hope the readers to read it and share it further.
While you’re extremely lucky if these steps are bringing you readers, following this strategy is a complete waste in social media marketing. Rectifying things, you should customize your message to the medium.
For instance, you can simply share a buzzing tweet of any renowned celebrity or industrialist or tycoon on your Twitter page. However, doing the same on Facebook or Pinterest won’t work well for you. This is because people prefer visual content more on these networks.
So, you need to work a lot on your social media marketing to give a cutting edge competition and achieve your desired goals.
Concluding it all
If you’re selling reasonably well, then jump on the Social Media bandwagon as you are already on the track. However, if you have just entered the realm and looking for ways to pick up your pace, start with the basics and then proceed step-by-step.
About the Author
This post is written by Jack Calder, an SEO/SMM expert at Stellen Infotech. Jack has 6+ years of experience in this industry, serving clients across the globe. If you are looking for affordable SEO packages & services, then you can contact his company through Twitter, Facebook or Linkedin.