Although social media marketing campaigns are considered free and virtually foolproof, this could not be any further from the truth. The truth is that mismanaged accounts could end up costing a business thousands, if not hundreds of thousands of dollars in lost revenue. Social media marketing requires careful planning and precision in order for it to produce the best results. Yet, many companies are missing the mark when it comes to their social media marketing efforts. Here are some of the top reasons why a social media marketing campaign may fail and why a team of social media marketing professionals may be the solution that many organizations are searching for.
Social media posts must be consistent. For example, the company’s page could be very active for a week, and then go static for a month or two. Unfortunately, any customer interest gained during that period of frenzied activity will be lost as soon as the account becomes stagnant. The best approach is to come up with a social media posting schedule that includes routine posts on certain days or times of the week. This will ensure consistency and it will prevent follower disappointment.
The Wrong Keywords
Another way to quickly lose followers comes from improper keyword usage. Perhaps the company is promoting a specific product, but they have not included any hashtags or keywords that will make the product rank highly in a search results list. Fortunately, this is an easy fix that can be corrected immediately with proper research, time, and effort. The right keywords can attract the right customers for noticeable social media results. This could include increased followers, likes, or shares of the company’s posted material.
Wrong Target Audience
The posts might not be targeted to the right audience. Consider, for example, a doctor’s office. The office just received new equipment that will turn what used to be an in-patient procedure into an outpatient appointment with reduced recovery times. How should they promote this new procedure? Rather than spreading themselves thin over several different social media platforms, the office should instead consider their exact approach when it comes to content marketing through their social media accounts. In order to create the best content, they must fully understand who their core audience is. This will be a critical point to clarify because not only should they market to patients who may need this procedure, but they should market to other doctors and clinics as well.
Wrong Platform Choice
Another reason why a company’s social media marketing campaign may fail could be due to an improperly chosen platform. In the previous example, consider what might have happened if the doctor’s office had marketed their services on Twitter only. They probably would not have seen many results, as it is practically impossible to explain a complicated new procedure in 140 characters alone. This is why companies should carefully decide on which platform(s) they will utilize. While Facebook, Twitter, LinkedIn, YouTube, Instagram, Google+, and other popular choices are all viable options, the company must carefully consider which one is the best fit for their precise marketing needs.
Poor Platform Design
Improperly designed social media platforms may also be misguided in that they do not match up with the company’s core values and objectives. The layout of the page, including the header design and other customizable features should be designed to attract the right customers. Social media pages might be used to communicate what a company stands for, to raise awareness about a certain product or service, or to find clients with similar interests. If the page is not visually appealing or is confusing, ultimately it will generate little business interest. Keep this in mind when creating or updating social media pages, and the company’s social media strategy will be less likely to fail.
Poor Quality Posts
Each post should be carefully written and designed. These posts should be grammatically sound, relevant, and original. They should also be branded so that the name of the company stays on the mind of the customer or others with whom they share the content with. Poor quality posts will turn off customers who may come to view the company as one that is not concerned about its public image.
Similarly, if the company does not engage with or interact with its followers by asking and answering questions, customers might turn to a company with a more client-friendly focus. Social media users, aka potential new clients, like to be entertained by the companies they choose to follow. Businesses would do well to keep this in mind when creating new posts. Likewise, to maximize exposure, websites should work to keep the client engaged, and should also include links to every social media platform. Those platforms should in turn link back to the website, allowing readers and users to interact with the business in the way that is most convenient for them.
Hire a Team of Professionals
Many companies make the costly mistake of not hiring social media marketing experts to run their social media pages. Instead, they rely on the most tech-savvy person in the office, who may not know much about social media marketing at all. To remedy this, consult with a team of social media marketing professionals who work on social media marketing strategies exclusively. Their insight will be invaluable when it comes to attracting the right customers with compelling social media content that converts.
Eugene Aronsky is an SEO specialist with over 10 years of experience in SEO. Eugene enjoys writing and doing research.