Why Your Small Business' Social Media Strategy Isn't Working
Social media can be a very cost-effective way of driving traffic to your website. It can act as a powerful conduit, generating leads and driving up conversion rates. But only when it's used properly. If it isn’t employed properly and thoughtfully, there won’t be any real payoff. However, if it’s approached in the right way, it will pay significant and even powerful dividends. So, striking a balance between marketing and engaging is key.
"Some companies believe that all they need to do is add content, post articles, and push their agendas. It's called social for a reason; you have to engage with your audience and let them be a part of the conversation. It's really about strategy and proper planning and execution," Candie A. Price, a senior marketing communications manager, told the Birmingham Business Journal well over a decade ago. Unfortunately, this holds just as true today.
That statement sums up the problem most small businesses have with using social networks for their marketing. Posting sales, specials, promotions, and other enticements is perfectly fine, but it's got to be mixed with a consistent message and, a persona.
Common Mistakes in Social Media Strategy Marketing
There are six common mistakes businesses make in their social media outreach. By avoiding these missteps, you can craft a social media strategy that's more effective and will have a longer-lasting impact:
You're not using hashtags properly. Hashtags, those keywords with a pound sign, like #socialmedia, are there for a good reason: to help users find content related to certain topics. Use these in your posts, and limit them to three or less.
You're not embellishing your posts. Images are very powerful. In fact, Twitter pics increase engagement by a whopping 350 percent. Infographics, videos, and images are crucial to earning engagement.
You're not being social. All business, all the time, will sabotage your social media marketing. Use your social profiles to create a personality that goes beyond your brand.
You're spamming the audience. Too many status updates, tweets, shares, and the like will make your business unlikeable.
You're posting at the wrong time. Each social site has its traffic patterns. Learn when to post and you won't be wasting your time.
And perhaps the biggest reason your business' social media strategy isn't working is because there's no there there. Putting it another way, you're posting, but not giving your audience anything they can use. Send them to your blog and give something away for nothing--some inside information about your industry, a review of a product you carry, a tutorial, or the benefits of using a service you offer. There has to be a carrot at the end of the stick.
Tips for How to Make Your Small Business’ Social Media Campaign Work
If you're not seeing the results you want from your social media strategy, it's time to make some changes. Here are a few tips:
Post consistently. Aim to post new content to your social media channels at least once a day.
Create engaging content. Make sure your content is interesting, informative, and relevant to your target audience. Use images and videos to make your content more visually appealing.
Use the right social media platforms. Do some research to see where your target audience is spending their time online. Be active on the platforms where they are most active.
Interact with your audience. Respond to comments, answer questions, and participate in conversations.
Track your results. Use social media analytics tools to track your reach, engagement, and website traffic. This will help you see what's working and what's not.
By following these tips, you can improve your social media strategy and start seeing the results you want.
