With many entrepreneurs on as many as six social media platforms, it is possible that one or two may become neglected from time to time. As your business grows you sometimes need to take a step back to reevaluate your online marketing strategy and the tactics you are currently using to market your business. What may have worked for you in the beginning phase of starting your business probably isn’t working for you anymore. This could be due to reaching your anticipated goals, the quality of content you are providing, or the lack of engagement altogether.
Social media is a fast-paced environment that is forever changing and it will either keep you on your toes every day or leave you behind if you can’t keep up with it. Below we are talking about a few reasons as to why your social media accounts may not be working for you anymore and are in need of some extra TLC.
Your Perception of the Power of Social Media is All Wrong
When you create a perception in your head about something it can result in giving you a negative opinion about that topic, right? Social media is one of those areas that often get perceived as not being very beneficial to growing your business and increasing sales. This could be based on the amount of work and money it takes to nurture your audience. It could also be thought of as not being as successful as traditional marketing tactics like TV commercials, newspapers, email pamphlets, etc. Those who doubt the power of social media probably don’t fully understand that their content needs to provide value and solve a problem or pain point with their audience before their audience will consider making the decision to purchase a product or sign up for a service.
Social media is a powerhouse marketing tactic that can elevate your business greatly when used in conjunction with other online marketing tactics when done correctly. Focus on being creative in your posts through storytelling. Include videos and your team members to bring in some personality. Provide an experience and they will grow to become your digital marketing brand ambassadors.
Your Content Doesn’t Speak to Your Audience
Content is everything, from your website to your blog posts, to your social media posts. Your content must bring value, be engaging, and entice your audience to learn more. You must first ask yourself if you are targeting your ideal audience. It is one thing to say you have a certain number of followers on a social media platform, but if they do not have an interest in what you have to say then you are wasting your efforts. Start by cleaning up who you follow on social media, even if that includes family and friends who do not bring positive engagement to every post. Align yourself with influencers within your industry and with individuals who fit your client avatar.
Your audience must have an interest in your content and it must solve a pain point for them. This will help drive traffic to your website or through your sales funnel. Go back and do some research as to who your followers are engaging with on each platform. This will clue you in as to what they are interested in and how your competition is engaging with them. Take a minute to think how large companies use product placement to attract a certain group of people. They have a team of people who strictly research their audience and purposely put themselves directly in front of them. This is the mindset you must have. If you don’t put yourself in front of your target audience, how will they know who you are or what you have to offer?
Your Social Media Marketing Strategy is Outdated
Strategies are meant to guide and elevate your business from point A to point B. They are also meant to be re-evaluated quarterly and annually. Your business has probably grown out of its original marketing strategy you created when you first opened. (Hopefully you have hit every goal and your business is growing at a steady pace.) If you haven’t revisited your social media marketing strategy, you may have noticed a change in your social media engagement. It’s probably because your social media marketing strategy is outdated and has become stagnant.
We mentioned above that social media is a marketing powerhouse and can elevate your business when strategized and executed correctly. The only way to achieve success through social media is by revisiting and revising your social media marketing strategy. Social media platforms are constantly updating their algorithms which mean you must be on your toes and ready to pivot in your online marketing strategy at any given moment as dictated by each platform.
Bring Life Back to Your Social Media
When you take these important factors into consideration, remember to be flexible with how you divide your time up between platforms. It is often the case that you may need to limit how many platforms you are active on at any given time.