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Why Your Social Media Marketing Strategy Isn’t Working

Marama Carmichael

Social media has become an increasingly important aspect of a lot of businesses. Since it allows us to connect to our customers, or our potential customers, instantaneously without much work, it’s a valuable tool that most businesses are now using. However, many businesses find that even though they are using social media, they aren’t getting the results they expected.

Social media is supposed to be easy, right? You just post links to your website, answer some of the comments, and views to your website increase exponentially. Unfortunately, this is not the case. If it seems like your social media marketing strategy isn’t working, here are a few of the likely reasons.

#1 – You’re Not Sharing Good Content

At first glance it would seem like social media is the place for quick posts that don’t have to say much. This isn’t the case however. The customers you’re targeting have a lot of other information popping up in their social feeds, and you need to somehow get your posts to grab their attention. You do this with good content.

This goes not only for the actual post on your social media account, but anything you are linking to. People need to gather valuable information from your social accounts, and feel like they aren’t wasting their time either by reading it or clicking on the link you provide. If you don’t provide high quality posts, people are more likely to either stop following your accounts, or just ignore them altogether. So whenever you are about to post something to one of your accounts, take some time to think about it’s quality level, and whether or not your followers will get some value from it.

#2 – You’re Not Interacting With The Right People

No matter what niche your business is in, there are people and businesses within that niche who have a ton of influence. A great way to promote your social media accounts – and in turn your business – is to attract the attention of these influential people.

Here’s an example: let’s say you own a party planning business. You’ve just written up a blog post about some of the best locations to host a party within your town. Rather than simply posting the link to your social media accounts, you can also find the social media accounts for those places and tag them. The owners of these places may then see that they’ve been included in your blog post and share it to their own followers. Simple actions like this are beneficial to all parties, don’t take a lot of time, and can greatly grow the number of people who see your content.

#3 – You’re Not Analysing Your Data

Finally, a common reason for social media failures is that businesses aren’t learning from their mistakes (or from their successes). You should be tracking everything you do via social media, and examining the results every once in a while. Which types of posts are the most popular? Which social media accounts are having the most trouble? What time of day seems to get you the most traffic?

There’s a lot of reasons that a social media accounts could not be turning in the results you’ve expected, but you won’t know what that reason is unless you start analysing your efforts on a deeper level. What works for another business might not work for you, and continuing to try it will only waste your time. Think of each social media post like a new product. You wouldn’t just throw it out there without seeing if it’s doing well, or looking for ways to improve it.

Start Making Social Media a Priority

When used correctly, social media is an invaluable tool for all businesses. But in order for it to work correctly, you need to recognize when it isn’t working, and then try to figure out what you can do better. Hopefully this post was able to give you some ideas on where you can start your search. If you’d like some more advice on how to improve your social media marketing campaigns, please feel free to contact us at any time.

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