Strategic social media marketing campaigns can be powerful. Social media can help businesses launch a new product, enter a new, emerging market, or increase brand awareness. Social media’s reach is expansive and still growing. A comparison of each social media network revealed growth of social platforms in years past.
If you ignore platforms like Facebook, YouTube, Instagram, Twitter, and even TikTok, you’re missing an opportunity to grow your brand.
Once you have your social presence established, it’s time to start thinking about growth. Even if social media is beneficial for many, it’s still ineffective for many others. That doesn’t necessarily mean there’s something wrong with these platforms, but rather, the campaigns being run.
Not seeing strong results from your social media campaigns? Let’s explore some reasons why that may be.
Not Narrowing Down the Target Audience
Every brand should have a well-defined audience. No matter where you sell, be clear and certain to whom you are targeting.
Similarly, companies spending a lot of money targeting people who aren’t interested in what they have to offer. Many advertisers target their audience based on which pages those users have liked. Although this may seem logical, it’s basic at the same time. You should also target based on factors like location, interests, income, marital status, and home ownership status.
Overall, detailed targeting through these demographics allows you to narrow down your audience. Hence, your conversion rates would be better. You may see a cut in your audience reach, but that’s not a bad thing. It means you’ve narrowed your targeting, and are spending money more wisely; only on the people who might potentially turn into customers.
Companies think they can build their social accounts by buying followers. You can buy thousands of followers or likes on nearly any social media platform for as little as $10.
The problem with buying followers is that you’re only paying for a number to appear on your profile. In almost all cases, the followers you buy are bots or inactive accounts. You’ll never get engagement on your posts.
Another negative of buying followers is, since real people aren’t engaging with your posts, you have less chances of getting your post on the explore page. While you pay for some fake accounts to follow you, you’re limiting your own organic reach on these platforms.
Last but not least, fake followers won’t allow you to measure results properly. For example, how can you determine if a post of yours is actually doing well if you’re not sure how many of your followers are human beings and how many are bots?
Not Responding to Engagement
It can be hard to garner engagement on your social media posts. You can post whatever you feel like, but if people don’t interact with your brand, you’re not going to see much ROI. That said, many big mistake companies make the mistake of not responding to the comments they do receive.
Visit any company’s social media accounts to check out their latest posts. You’ll see people commenting, asking questions, and/or posting various reactions. Yet, often, you’ll find no response from the company.
This can followers feel unheard, and lose trust in the brand. Continuing the same behavior will slowly drop the engagement your posts get. Thus, your chances of building brand awareness and conversions would be slim to none.
Not Leveraging “Behaviors” in Ad Targeting
You have a great product/service, you know your audience, you’ve created strong visuals, and you’re targeting the right audience. But why aren’t your ads converting? It’s probably because you don’t leverage “behaviors,” which is another factor on which you can target your audience.
There are a lot of ways to leverage Facebook and Instagram advertising. Facebook allows advertisers to target their audiences not only by where they live or what interests they have, but also on certain actions they performed on Facebook (or Instagram) for over certain periods of time.
For example, let’s say you set an ad campaign to sell watches. After you’ve done all your precise targeting and narrowed your audience, filter the audience on the basis of how many bought something similar in the last 7 days. Your ad will then be shown to users who already are fond of buying products online, and you’ll see a boost in your sales.
Treating all Social Platforms the Same Way
The most common mistake social media marketers make is not valuing the difference between each social media platform. Animoto did a study on this after they spent $30,000+ on social media advertising.
Sharing the exact content across all platforms isn’t a good idea. When you do that, you ignore the psychology of a user that uses each of these platforms. For example, people use Facebook to socialize, scroll, see some posts, and that’s it. On YouTube, the consumer expects comparatively longer videos. If you post a same 7 minutes video on Youtube and on Facebook, you won’t see the same results.
The same rules apply to other social media networks. As a rule of thumb, tailor your content in alignment to the platform’s nature.
Being too Salesy
Although promoting your product/service is the primary purpose of social media campaigns, keep your message certain and limited. What does this mean?
Be clear in the message you want to convey to your targeted audience. What is the goal of your content? Is it to make them aware of your brand as a new addition into the market? Or to promote a new promo code? When you can define your message clearly, you can better decide how aggressive/soft your campaigns should be.
Furthermore, being limited means you don’t expose your whole message at once. For example, if you want your audience to buy a $2,000 laptop, an ad targeting people based on pages they’ve liked won’t entice them buy right away. You’d have to start with a post for brand awareness, one for interest, and then finally, one for the call-to-action.
Many marketers write words like “BUY NOW” or “Get yours today,” and expect their sales to explode. When this is the first touchpoint, your campaign may look “too salesy” in your consumer’s eyes.
Measuring the Wrong KPIs
There are many details to consider when launching your social media campaigns. You can’t know your campaign’s success if you’re not measuring. There are many social media metrics that give a good idea of how successful your campaign was. However, in order to make an impact, understand what KPIs you want to track, and what they each mean.
For example, seeing how many people liked a post or commented on your ad doesn’t say much unless brand awareness and engagement was your primary goal. What metrics should you focus on?
It depends on the objectives of the campaign. Some of the many KPIs to consider measuring and tracking are clicks, shares, mentions, conversion rate, sales revenue, and cost per lead.
Expecting the First Ad-set to Convert
A few years ago, I tried to sell tech products online through Facebook and Instagram. We got some orders organically, but then decided to invest in ads to try to scale.
We put a few hundred dollars into and took time to build a visually-appealing ad. We used narrow targeting so were expecting good results. However, we didn’t sell a single item for two weeks.
In accessing what went wrong, we realized we set up one ad for one specific type of person. We showed them a photo and expected them to buy a thousand-dollar product right away.
We learned to take things step by step. This means first introducing yourself to your consumers, then providing free content for a considerably longer period of time. Finally, present a good call to action.
The goal of any social media campaign is achieve whatever you’re trying to do. But that’s only going to happen when you develop trust in consumer’s minds.
Patience is a huge factor that impacts trust building. This doesn’t mean wait for your conversions to increase. Rather, it means you’ll only see substantial results when you focus on bringing value to your consumer on a consistent basis.
Author Bio: Usman Akram is a digital marketer and SEO specialist. He’s passionate about experimenting and discovering new SEO tactics. Usman the head of SEO at Buzz Interactive, an agency offering software development services.