You don’t need a detailed study or survey to tell you that social media marketing is more popular than ever. However, we think that term can be somewhat misleading. While most business owners are using social media, it’s fair to say that the majority of them aren’t really getting much in the way of results.
If you are reading this, you might be one of them. Perhaps you’ve tried to engage customers through Facebook, Twitter, or LinkedIn and failed to see any tangible results. If that’s the case you certainly aren’t alone. We talk to marketers every week who are in the same shoes.
So, why are so many failing to actually sell on social media? Let’s tackle a few of the most common reasons in the order they tend to appear…
You Don’t Have Any Social Following
Even the very best sales presentation won’t yield any results if you deliver it in an empty room. Numbers aren’t everything in online marketing, and certainly not in social media, but you do have to have an audience before you can get a response.
How big of a following do you actually need? That’s going to depend a lot on your market and your goals, but know that it’s going to take at least a few hundred people (and probably thousands) in your network before social media marketing is going to make a noticeable difference in your revenue. So, you might have to do some hard work before it’s going to pay off.
Your Messages Aren’t in the Right Format
Are you one of the business owners who thinks they can send an occasional 20 word tweet and have customers flocking to your front door? If so, then you’ve probably experienced a rude awakening in the past.
It’s easy to post something to your social media account, but that doesn’t mean that you should simply throw ideas out off the top of your head. While there was a time when social channels weren’t sophisticated, today’s marketers succeed with high-quality images and videos as their primary forms of content. Visuals are more engaging and memorable, so try to structure your posts using them.
Your Conversion Funnel Doesn’t Make Sense
In a search engine optimization campaign you can target certain groups of buyers who are ready to make a decision, send them to a landing page, and then give them an irresistible offer that drives them to take action. That’s a tried-and-true model for a lot of business owners, but it tends to not work as well on social channels.
Most people visit their favorite social site looking for quick news and entertainment. To engage them, you have to grab their attention. Then, it’s likely to take several (maybe dozens of) views or impressions before they will visit your profile or website. And even then, they may be slow to take the next step. Marketers should recognize this and structure their conversion funnels appropriately with the goal of building awareness before generating conversions.
You’re Selling Too Hard or Too Often
We have saved the most important point for last. Because a marketer’s instinct is to sell, most of their messages and updates turn out being sales-related. Unfortunately, that’s going to turn a lot of followers off and exasperate the first three issues we’ve highlighted.
Remember that social media marketing takes a soft touch. You don’t want to push too hard or be too overt when asking for commitments. It’s fine to direct followers towards landing pages and other resources, but also sprinkle in some fun ideas, infographics, and image-based updates that remind them of ways you can help without forcing them to make immediate business or financial decisions.
Is It Time for a Sharper Internet Marketing Strategy?
If you’re tired of “trying” online marketing and want to see real sales, leads, and opportunities come your way, then you have to stop following fads and gimmicks. Our creative team specializes in generating real-world revenue growth that’s sustainable because we use common sense strategies that have been proven to work.
Curious what kind of difference that could make in your business? Contact us today to schedule a free consultation!