Why You’re Business’s Social Media Marketing Didn’t Work
“I tried SM marketing previously, and it didn’t work,” is a complaint I hear virtually every day when I contact prospects and speak to individuals about Social Media Marketing.
Social media has enormous importance in my perspective and experience, but I am not delusory. I understand that not every firm has discovered that it works very well for them or that, at least in the near term, they did not get a reasonable return on their investment, whether that investment was in the form of time, money, or both. As a result, they conclude that social media marketing is a waste of time and money. But wait a minute!
True, SM Marketing may not be a suitable match for your company. Please, however, do not be too hasty. Thousands of firms are doing quite well.
Please examine the following points before discarding SM Marketing. Some of you may get confirmation that it isn’t right for your company, while others may rethink and give it another attempt, doing things differently.
Let’s take a look at some of why Social Media Marketing didn’t work…
1. Every organization is unique, and there are several aspects to consider when seeking to connect with your target market through SM marketing.
Social media works best for businesses that service the whole country or the world. It will be a bit more difficult for local enterprises. Unfortunately, this is a reality. There may just be a small number of individuals in your geographical area interested in what you are discussing.
Is this to say that local firms should avoid social media marketing? No, that is not what I am attempting to convey. I’m only suggesting that you should have reasonable expectations and spend carefully on social media.
I feel that every company, large or small, should have a presence on social media; remember quality above quantity. A few devoted fans and followers might add significantly to your company’s bottom line. Maintain their interest and deepen your ties with them. You are more knowledgeable about your industry than I am. So, if you believe your firm is highly micro-niche or geographically limited, I would recommend investing time rather than money in social media. Spending 15-20 minutes per day communicating with fans and followers is more than enough to provide excellent value and maintain an active Social Media presence without breaking the cash or spending hours on SM that might be spent on something more useful.
Consider your investment in social media marketing wisely. Make sure it’s a good match for your company and that the benefits outweigh the costs.
02. Some firms are just a better natural match for social media marketing than others. Social media is all about interaction. For some firms, this is simple; for others, a bit more creativity is necessary.
Some firms and organizations will always have pockets of individuals who want to listen and chat about business-related topics. Fashion, arts and crafts, writers, restaurants, lecturers, coaches, cooking, sports, theme parks, news, religion, charity, health, music, movies, and television programs are a few examples. There are many more intriguing businesses out there than boring ones.
There are, however, dull ones. And you are aware of who you are. Accountants, precision engineers, glue producers, plumbers, locksmiths, and taxi drivers are just a few examples. Should firms like these continue to utilize social media? Yes, in my view, albeit less thrilling, people still need this kind of service.
Put on your thinking gear and consider methods to make your company more fascinating or, at the very least, educational. This will still help you get people to speak to you and engage with you. Accept that you may never have as many people talking about your company as firms in somewhat more “fun” areas.
03. You attempted to do it yourself, but incorrectly. Many individuals wrongly feel that dabbling and playing with social media qualifies as a well-planned and executed Social Media Marketing Campaign. They are then startled when it does not work.
This is fairly prevalent, particularly among small businesses that cannot afford to outsource it to a professional or have a marketing staff handle it in-house.
Outsource it if you can afford it. If that does not work with your marketing budget, you must do it yourself and educate yourself. Several courses, seminars, mentors, and workshops are available to help you learn. If you are really on a tight budget, spend some time searching the web for free material on social media blogs, websites, and video channels. But make certain you do. It is pointless to spend time on something if you are doing it incorrectly. Social media marketing isn’t difficult and shouldn’t take long to learn, but doing it correctly or incorrectly is the difference between paying rewards and not.
04. You did not allow enough time. Social networking is time-consuming. Relationships take time to develop.
Expecting to do the Social Media thing for two months and then abandoning it is clearly not going to work. Please remember that social media is not a quick cure but rather a long-term answer.
Isn’t it a bummer? No, not at all. Because who knows how many years you will be dealing with someone who is a real fan or follower of your business? If your company is a flash in the pan, it can be upsetting not to see results right soon. However, if you expect to remain in business long-term, consider the long term. If you regularly provide excellent value to your target market over a long period, your target market will start to sit up and take notice. Then, owing to the viral nature of the internet, your social media presence will gain momentum and take on a life of its own.
Rome was not constructed in a single day.
05. Social media marketing will not improve a bad product or service. Even if you are doing everything perfectly on Social Media, other variables must be first.
Market research, social proof, a well-written website, and a compelling call to action. Social networking is an excellent method to bring people to your website, but if your landing page is inadequate and does not quickly give what they are searching for, it is all for nothing. You will struggle to sell online if you do not have any testimonials or social proof. SM Marketing will not assist you if there is no demand for your goods or services. Telemarketing, PPC, SEO, Direct Mail, Yellow Pages, Radio or TV advertisements, or any other sort of marketing will not help you either.
I’m not suggesting this is you, but believe me, I’ve had folks come to me with similar issues who had no idea they had them. They asked me to assist them since nothing else was working, and they hoped that SM Marketing would alter everything. That is not the case.
If you are selling and your company is doing well, hop on the Social Media bandwagon since you already know your business works. If you’re not selling successfully via other channels, get back to fundamentals and avoid using Facebook, Twitter, and other social media platforms until that situation improves.