Five reasons your social media marketing campaign isn't taking off

Posted on June 20, 2014 by Amy Tolmie
Categories: Primary, Secondary, 16-19s, SEN, Young Leaders,

Since the early days of Facebook, the social media marketing industry has grown tremendously. In a few short years, social media marketing has grown to become one of the most powerful tools a small business owner has at its disposal. After all, it's free and extremely easy to start. A business owner can create a few social media profiles across a number of platforms in an hour or two all for no charge. As many business owners can tell you though, succeeding with social media marketing can be a little more difficult. Here are five reasons your social media marketing campaign isn't achieving the success you think it should be.

You're trying too hard
Believe it or not, it is possible to try to hard. If you're constantly flooding your followers with irrelevant, overly promotional content, you're more likely to push people away than to pull people in. Occasionally promoting your business is okay but a better use of social media marketing is to engage with customers. By using it as a means of communication, you build trust with customers and improve your brand's image.

Your content is bland
One simple explanation for your campaigns lack of success could be that your content isn't interesting enough. If your content is irrelevant or uninteresting, your followers will perceive no value in it and are not likely to read/view it. Think of creative ways to make your content more interesting to followers. Give them a good reason to consume the content you create.

You're targeting the wrong audience or using the wrong platform
You'd be surprised how many business owners don't sit down to think about the audience they want to target. Simply aiming your message at everyone is ineffective. When you try to reach everyone you end up reaching no one. It's better to identify a target audience and plan your campaign around reaching them. Closely related to this is using the wrong platform. Certain social media platforms are better than others depending on your target audience and the content you're creating. Image based content for example will work much better on Pinterest or Instagram than it will on Twitter which is much more text-based.

You're inconsistent
Consistency is huge when it comes to success with social media marketing. When you're just getting started with social media marketing, it's easy to spend a lot of time online creating and sharing content and responding to followers. As time goes on, however, it's common to go longer and longer without getting online. If you can't invest the necessary time to maintain your social media marketing campaigns, it might be wise to hire someone who can focus on that task full time.

Your expectations are misguided
Finally, the problem may not be your social media marketing campaign at all but rather your expectations. Many business owners make the mistake of looking at the wrong metrics when measuring success. If you're only looking at conversion rates for instance, you might be disappointed. However, if your social media marketing efforts are building trust with customers, chances are your efforts are paying off, even if you can't observe it directly through the metrics you're looking at.

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