Why Your Social Media Strategy Isn’t Working in 2021
Social media has become a powerful tool in marketing that companies have separate teams solely for social media marketing. More than that, social media has proven time and time again to be highly effective in boosting brand image, generating leads, and contributing significantly to a business’s overall success.
However, marketing on social media is not as easy as most people think-or at least not today when platforms are highly competitive. It is not uncommon to make mistakes and find that your social media strategies aren’t working-but this doesn’t mean you can’t do something about it. That said, we’ve listed some of the reasons why your social media strategies aren’t bearing fruit, as well as what you can do to fix them.
1. You’re ignoring SEO
Although social media does not directly affect your website’s SEO ranking, the links you share across social media platforms helps increase brand exposure and thus, influences SEO by distributing your content, increasing brand recognition, improving online visibility, and enhancing web traffic; generating social signals that your content is useful to your target market.
If you don’t have an SEO expert in-house to tackle this problem, fret not. You can hire an SEO agency to help you curate your posts to increase your website’s ranking and help you find other areas for improvement when it comes to search engine optimization.
2. You don’t want to pay for ads
Posting on social media is, in essence, advertising your goods and services to your target audiences. However, not everything comes for free. In order to get your posts on your target customers’ feeds, you would have to pay for advertising costs.
Most business owners balk at the idea of paying for something that they think is “free”, but social media ads are not as expensive as one would think. In fact, it is one of the most cost-effective ways to advertise online while reaching your target market, with the lowest costs averaging around $10 to $15 per day.
3. You are doing what everybody else is doing
There is nothing wrong with taking inspiration from another business’s content and making it your own, but if you’re only doing what everybody else is doing, users will lump you with the brands on their feeds that have no originality. Those meme formats that every other brand seems to use? Those engagement tactics that your competitors are using? They may not always work for you, nor be valuable content for your target audiences.
Do something original-even if it’s a little weird or unorthodox. This way, your content can stand out amongst the sea of competitors and be better able to catch the eye of your target market.
4. You aren’t engaging with your audience
Engagement is one of the key pillars in social media marketing. Without it, people won’t truly feel your online presence, much less your brand persona. Hence, make it a point to interact with users by liking photos, responding to comments, and starting conversations with people who interact with your content.
You can even outsource an employee for this exact purpose, particularly if your existing marketing team does not have enough time to engage on social media platforms. If you are a small business with limited capital (and no means to outsource), you can do this yourself with only a couple of hours of your free time and from the palm of your hand.
5. You don’t understand the data
Social media analytics can tell you how your posts are performing, which pieces of content are getting the most attention, and what times your posts tend to perform well, among other relevant information. Hence, the data can tell you what you need to work on and what direction to take when it comes to your social media strategies. If you don’t understand what the data is telling you, then you are likely not on the right track.
The best way to resolve this issue is by familiarizing yourself with Facebook Analytics, Google Analytics, and other data analytics tools for social media platforms. This way, you can fully understand what your social media activities are doing and thus be able to move forward in the right direction.
Marketing on social media is not as easy as it was before. With new algorithms, a bigger market, and more complex advertising, you need to step up in order to reap the benefits of such a powerful marketing tool. That said, if your social media strategies aren’t working, then one or more of these reasons may be the cause.