The goal of every social media marketing effort is to attract prospective customers. So what do you do when you put in a lot of work only to discover that very few people are engaging with your posts, and even fewer are checking out your products and services?
The answer is simple! You figure out what the problem is and solve it. In this article, we talked to the experts at Web Success Portal, a solution agency for businesses, brands, and professionals, about why social media strategies may not be working. This was what they had to say.
Why Your Social Media Strategy May Not Be Working
-Posting irrelevant content
Your social media page should not be a dump to put everything you think is interesting. Instead, you should focus on creating a page with posts centred around a particular idea in order to engage your audience.
A simpler way to approach this is to think of it is to see it as an extension of your branding process. Your company stands for something, and your potential customers should be able to see it on your social media page. Get a brand colour and a theme, and ensure each post you make ties to other existing posts or hints at something you’ll be posting in the future. You can use embedded links to ease your audience’s experience when linking posts.
-Not knowing your audience
According to Web Success Portal, before you decide on the content you want to post, you should try to discover your audience, where you will find them, and what will get their interest.
Social media is a general term to describe an online community that is vast and confusing. If you don’t know which platform will have your required demographic or how to get your post to people who will be interested in your brand or business, you’ll be wasting your time.
To prevent this, you should spend more time on this stage before you start working on any grand plan.
We all dream of a marketing strategy that’ll work because we do it once a month or every other month; unfortunately, that does not exist yet, and consistency is critical in many forms of marketing.
If you post only once in a while, your audience may lose interest and move on to businesses with more content.
Think of it this way. Would you rather go to a business that opens occasionally or one that opens all the time? Your goal is to capture their interest, show them that you run a customer-oriented company, and get them to buy your goods or services. That’ll not be possible if they don’t trust your business or see it as a serious enterprise.
-Not optimizing your website
Not optimizing your website is one of the biggest digital marketing mistakes you’ll ever make. Even if you get everything right on social media, your efforts can be thwarted by having a social media page that’s not well optimized for users and visitors.
I’m sure you’ve heard this before, but the user experience is essential when converting new leads. Have you ever had a campaign launch go off without a hitch, only to see a blizzard of activity but no sales? If this is the case, you may want to reevaluate where you direct your social media traffic.
Make sure your social media campaigns are getting the most out of your landing pages by launching some high-quality ones. Remember to contact professionals on landing page optimization as well if you need help.