Why Isn’t Social Media Bringing You New Clients?
Many social media marketers have discovered to their horror that after putting in a great deal of time and effort into content creation, and having a strong physical presence on social media, that no one is really listening. Anyone who has ever been under the gun to produce results through social media marketing can probably tell you that building a brand, creating authority, and establishing an engaged audience, is a critical part of digital marketing these days.
In many cases, marketers simply don’t use social media in the right way, so as to achieve a higher volume of sales, and eventually company growth. That’s because many of these same marketers equate the number of followers they have with high volume of sales, and that simply isn’t the case.
The right content
You can be as creative and innovative as you want with the content that you post to social media, and it may be tremendously engaging, but that won’t necessarily translate to sales in the long run. The trick is in making all your content applicable to your business, and there has to be a strong connection between any content that you post and the kind of business you’re doing.
Random posts will not attract or engage audience members on a regular basis, and posting content just for the sake of maintaining your online presence does nothing to enhance your business either. From this, it can be seen that the single biggest strategy flaw made by most marketers is that they don’t have the right strategy for posting content, and that means they’re just not interesting their audience in whatever the company has to offer.
Lack of strategy
When you don’t have a consistent overall strategy for your marketing, you’re likely to find yourself occupied most of the time with busy work. You might feel like you’re actually accomplishing something, but in reality you’ll just be completing tasks that have very little to do with client acquisition. You can spend countless hours and resources setting up photo shoots and generating new content, but if it doesn’t work to build you an audience that’s interested in your products, it simply won’t have any point.
If no one sees the amazing content you’ve created, it won’t help you to grow your audience, and it won’t increase your sales volume. When you do put together a solid strategy for social media marketing, it will remove much of the stress of creating new content and having an everyday presence online. When you sit down to work out a cohesive strategy for social media, it should be well thought out, and it should have achievable and definite goals.
These goals should all relate to building up your community of followers, and interesting them somehow in the products or services you are offering. When you can develop this kind of strategy, you won’t have to worry about the kind of content you need to post, or whether you’ll have enough followers to make it worthwhile. That will all take care of itself, if your strategy is a good one, and it takes into account that your followers need to be engaged and interested in your company products and services.
How to build a sound strategy
Here are some of the steps you should be taking to develop a sound strategy for social media:
- Establish actionable goals – the first thing you need to do is figure out exactly what you’re trying to accomplish with your social media presence. Maybe it’s just a greater level of engagement, may be it’s creating a more authoritative voice for your brand, and maybe it’s all about increasing sales. Whatever it is you’re trying to achieve, keep in mind that developing a social media strategy is much more like a marathon than a sprint. Make your goals realistic and achievable, and then you’ll be able to gradually scale them up to meet new objectives. Also keep in mind that your goals will have a big impact on your budget, the specific social media platforms you engage with, and the kind of interaction you have with your audience.
- Research your audience – take the time to find out everything you can about your target audience, including their wants and needs as well as all their pain points. If you can get inside the heads of your potential customers, you’ll know what it is that motivates them to make a purchase, and then you can satisfy that need in your marketing initiatives.
- Establish relevant metrics – you’ll never know how well your marketing campaigns are doing, unless you measure the success of them somehow. This will tell you which aspects of your marketing initiatives are working, and which ones need tweaking, or should be dropped altogether. As you refine your social media marketing strategy, it will get better and better, and you’ll reach a great many more potential clients.
- Analyze your competition – tune into what your competition is doing, and find out just what things they are doing which are successful, as well as any tactics they’re using which aren’t producing results. Don’t be afraid to copy some of the same tactics used by your successful competitors, because anything you can discover is fair game to put into practice.
- Create engaging content – when you’re producing new content, it should be somehow very informative for your target audience, or it should be engaging in a way that captures their attention from start to finish. You should also make every effort to relate this content to your business, because engaging content by itself doesn’t do you much good if it doesn’t refer back to your products and services.
- Analyze your results – after you have embarked on a marketing campaign or two, you should take some time to completely analyze the results of what you’ve achieved. If you haven’t acquired many new customers and if sales have been flat, then it’s likely your marketing initiatives have not struck the right chord with your audience. Continue to make changes until you find an approach which resonates strongly with your audience, and then focus on that approach in future campaigns.
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