"Social media doesn’t work…"
If I had a dollar for every time I’ve overheard this sitting in a coffee shop or restaurant - well, I’d probably have an extra $100 dollars in my bank account or more.
We once sat with a business owner who told us that social media wasn’t worth it, and when we checked out his accounts, the images uploaded weren’t great, the posting was inconsistent, and let’s not even go into the captions. A few months later, that business was gone.
I’ve also had the privilege of sitting in the restaurants that my agency handles social media for, and there I've witnessed, first-hand, people marching up to the counter to order, phone in hand, Instagram open, pointing to a photo we’ve posted and saying “I want this”.
So what’s the difference between the people in the first scenario and my client?
For the most part, it's simple - there are some basic mistakes that entrepreneurs and businesses repeatedly make in social media marketing which are limiting their capacity to grow an engaged audience.
Here are some of the most common missteps that I see:
This is crucial, because not having this part figured out means that you’re trying to talk to everyone, which means you’re really just shouting into the void and hoping that somebody might hear.
If you’re unable to make a connection with people, then don’t count on being able to sell them anything. Understanding who your target audience is - what they want, what they need, where you fit in, etc. - is critical to maximizing your social media marketing performance.
In this new world of social media algorithms - and really, all along - being consistent is key to growing an audience.
But to clarify, this doesn’t mean that you need to publish every single day. Being consistent means coming up with a schedule that works for you - then most importantly, sticking to it. Even if it doesn't feel like you're getting immediate results, posting regularly gives your audience a reason to keep coming back to your profiles, while it also helps to have fresh, relevant content when someone looks you up or comes across your business.
The key to maximizing your social presence is strong messaging, and content that’s aligned with what your audience needs to see.
Post regularly, keep your audience informed, and over time, you will gain more trust and credibility.
I'll say this time and time again - the days of just accumulating followers like baseball cards are over.
Without being intentional, and thinking about whether you’re building an audience that’s right for your business, you’ll just have a room full of bodies. Numbers might look pretty, and make you feel good, but unless those people are likely to become paying customers, they're not helping your cause.
Building numbers also ruins your data - a major benefit of social media marketing. If you have 1000 Page followers, but 900 are, realistically, never going to spend money with your business, that means that all your analytics and audience insights are useless, making it even harder to establish a clear understanding of what your audience needs.
Yes, it takes time to establish brand awareness and build a following, but a following of people who are actually engaged in your message is far more valuable than chasing numbers in an effort to maybe, hopefully, impress somebody that comes across your profile.
Audience numbers can be faked, which most consumers are now widely aware of. It's the content and quality of your business that's far more important, and will deliver better results in the long-run.
Here's the thing: The difference between people who say that social media doesn’t work and the ones who are gaining clients, making sales, and consistently growing their audience with quality leads from their social media profiles is simple. They have a process that works.
They’ve figured out what their audience wants to see, they deliver it on a consistent basis, and they are constantly observing and tweaking.
Although this may sound like a ton to do, it’s not.
In reality if you’re spending more than an hour on social media a day, you’re probably just wasting time with “busy work”… and that's not beneficial for anyone. Break down the key tasks you need to complete each day, map out a schedule, formulate a plan based on your audience data. Then deliver, according to that.
The key differentiator for those that are seeing social media marketing success lies in planning, and establishing a clear understanding of what your audience needs.
A version of this post was first published on the Dhariana Lozano's blog.
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A recent survey shows 39 percent of small businesses are now seeing a return on investment from their social media use. The survey also shows that almost half (49 percent) of the more than 1,200 businesses surveyed by Manta increased their time spent with social media in the first quarter of 2013.
Despite this, the mainstream media continues to focus on the 61 percent of businesses that have seen no return on their social media activities.
If you’re in this second group, experts and social media marketers say there could be many reasons why. Below are 10 possibilities.
10 Reasons Social Media Is Not Working for You
You’ve Got Other Problems in Your Business – Inc.com
Some companies complain because many of their social media comments are negative. But Carrie Kerpen, co-founder and CEO of Likeable Media, argues there may be a good reason for that. Social media acts like a mirror reflecting back your company’s image as customers see you. If you don’t like what you see, change the things your business does that create that image.
You’re Not Using Social Sites Effectively – Socialized Communications
For example, Shane Gibson insists LinkedIn alone includes over 200 million professional listings, including every Fortune 500 company and government organization. You should be using this social network to grow your business through increased sales and customer retention. If you aren’t doing so yet, Gibson and his team have put together a step-by-step video to show you how.
You’re Not Using Social Media to Forge Connections – Blondish.net
Web designer Nile Flores of Centralia, Illinois, argues social media is not always just about making sales. Sometimes it is about forging connections with others who have an interest in what you do. For example, building a relationship with others online who find you trustworthy can boost your reputation. And connecting with other business owners who offer services that compliment yours can lead to profitable partnerships.
You’re Ignoring the Facebook 80/20 Rule – Small Business Trends
One of the most popular social media networks online is also one of the most misunderstood, at least by small businesses. Mari Smith, often called the “Queen of Facebook” has this simple advice – always use the 80/20 rule when engaging with your audience. This means 80 percent of the time sharing a mix of other people’s and your own content with no sales agenda. Then spend just 20 percent of your time asking for the sale or lead.
You’re Not Measuring ROI to Find Out What Works – Urooj Kazi
Even though you may not use social media primarily for sales, it’s true some businesses do. If you want to figure out the return on a sponsored Facebook post, for example, there are some easy ways to do it. Business writer Kazi has some simple suggestions to measure and gauge response.
You’re Getting Distracted by the Metrics – Easy M6
Social media sites from Facebook to Twitter provide huge amounts of metrics that can prove quite helpful when measuring response to your social media efforts. But Lithuanian blogger Liudas Butkus recommends avoiding too much preoccupation with these metrics. The real question is whether your social media sites are driving traffic to your website, resulting in sales.
You’re Not Answering the Right Questions – SteamFeed
If you’re new to social media marketing, there’s no need to go it alone. There’s plenty of experience out there to draw from, so start by looking at what’s worked for others. DJ Thistle shares this post with responses from top social media marketers in his community to some of the most often asked questions. Check out the post and see if yours are answered here.
You’re Not Being Consistent Enough – Jenn’s Trends
If content is king, consistency is queen, says marketing expert Jenn Herman. Consistency will increase the effectiveness of your social media efforts. But how do you develop that consistency with so many other things that need doing in your business? It may be a challenge, but Herman suggests five tips for becoming more consistent in your social media efforts.
You’re Not Focusing on the Right Tools – Idea Sprouts
Not all social media platforms are created equal. Some will provide better results for your business than others. In this post, social media marketer Allison Semancik makes the case for Pinterest. Semancik insists the social site known for its highly visual content is responsible for 28 percent of the leads she has received through social media. Take a look at the overall breakdown.
You’re Not Tailoring Your Message for Your Audience – SearchBlogger
It may make sense to broadcast the same content over all the social platforms where you have a presence. Sharing the same content over multiple channels assures it is seen by all, builds momentum on all your channels and maximizes the use of content it may have taken you time and effort to create. The downside, says blogger Jamie Fairbairn, is that you annoy your followers and aren’t really tailoring your message to the very different audiences of each community.
Social Media Photo via Shutterstock