Businesses are realizing the value of having a strong social media strategy. Social media was once considered a supplemental marketing effort, but the marketing world of today places a strong emphasis on social media efforts.
Social media is an excellent way to leave a positive impression on your customers. Businesses can use social media to build relationships with their customers and convert prospects into loyal customers.
However, with new marketing methods come new challenges and barriers to overcome. And if your social media strategy fail, your overall marketing efforts are likely to suffer.
So, how do you know if your social media strategy is failing? And how do you go about fixing them?
In this article, I’ll go over 5 signs that your social media strategy is failing and how to fix it.
The number of likes and comments is dwindling
I’m not referring to page likes, but to individual likes and comments on your posts. That kind of direct engagement, including shares and retweets, is a clear indication that people like what you’re posting.
As a result, the opposite should indicate that your posts have no significant impact on your audience. One of the reasons why a follower count should not be used as a success metric. It doesn’t matter if you have 100,000 followers if no one engages with your posts.
When you post and share, you won’t always make everyone happy, but you do want at least some of them to interact with you.
If there is no engagement, it is time to determine the source of the disconnect.
Return to the beginning and review your audience. In your post, experiment with new methods. Use a strong visual that draws attention and a caption that entices people to comment. Don’t try to sell too many things. Make your brand’s personality stand out by making it personal.
You do not have a standard strategy in place
Check your social media strategy for a few moments. Do you have any of the following:
- Is there an end goal?
- Short-term objectives?
- Is there a reason you’re using a particular platform?
- Do you know how you intend to increase engagement?
If you don’t have dependable answers to those questions, your strategy is either an afterthought, or you don’t have one at all, which is obviously bad!
The solution is to take some time, sit down, and make a list of what your social media should accomplish. Consider what your brand represents and who you want to appeal to, and most importantly, conduct research! By researching your competitors, researching which networks to use, and educating yourself on marketing tactics, you’re already in a better position than you were 10 minutes ago!
You are unable to explain what makes you unique
Standing out in a crowd. It may appear simple enough; you have a cool brand and operate differently than others (so you say). However, your online presence suggests otherwise. If you’re having difficulty distinguishing how your content and approach differ from those of your competitors and other accounts, your audience is probably having the same problem. Because you’re not giving them a reason to stay or follow you, it can be difficult to retain and gain new followers.
To address these issues, you must highlight your brand personality and promote your unique selling points. What distinguishes your brand from the competition? Make a note of it and promote it whenever you can! It is simple to start a business in today’s world, but it is difficult to find your own voice. Make use of social media to express your brand and connect with other users. As a result, this small addition of uniqueness will assist you in gaining new followers, increasing brand awareness, and hopefully generating a community of loyal and engaged customers.
You’re losing followers slowly but steadily
Increasing followers isn’t the only way to assess social media success. If your social following does not grow as a result of your marketing efforts, you should reconsider your strategy.
Try to think of something new that will engage a larger number of people from a variety of demographics.
Engagement Isn’t Leading to Action
Although engagement is frequently the number one indicator that your social media marketing campaign is failing, it is not always a clear indicator that your marketing campaign is succeeding. Even if you receive a lot of engagement on all of your posts, you may not see an increase in the products or services you highlighted in your campaign.
In an ideal world, everyone who interacts with your social media posts will make a purchase. This is obviously not going to happen.
However, it is still important to consider the ratio of people who engage with your posts versus those who take the action you suggested.
The main idea here is to create a social media funnel to help your business grow.
If you get a few dozen or hundred likes or shares on your posts, you can expect a good portion of those people to respond to your CTA.
If your engagement isn’t translating into action, you’re probably just teetering on the edge of interesting information, but not interesting enough to entice followers to click through. Furthermore, you may not be providing users with a compelling CTA to compel them to take action.
Make sure you’re including CTAs in your posts, and that you’re including the right CTAs.
Simply asking for what you want often yields results. Rethink your messaging and content to make your posts more appealing, compelling, and powerful.
If there is no engagement, it is time to find out the source of the disconnect.
How to fix your social media strategy to get more engagements
Research your competitors
Research your competitors to see what they’re sharing in your industry and how much engagement they’re attracting. Take note of the topics, image design elements, content type (text, visual, video, curated content), frequency of posts, and timing of posts.
Review previous posts that performed well.
Review your post history if the lack of engagement is a new development. Compare successful posts to what you’re currently publishing and sharing. What has changed?
Consider what your target audience enjoys.
Find out what people want and what they’re sharing by going straight to the source. Look for relevant hashtags and keywords to see what your target audience is discussing. How does it relate to what you’re saying?
Find out where the decline began.
If this is a new problem, pay close attention to when your likes and comments began to decline. What has changed? Did you change the type of content you posted? Did a heated debate result in unfollows? Is the timing of your social media posts different this time?
Examine each of these areas and devise a strategy to recover based on your findings. Begin with small changes rather than a complete overhaul. As you make small changes to your posts, you can keep track of your findings and hopefully identify the triggers that get your audience engaged with your content.
If more than one of these items resonates with you, it’s a big red flag that your social media efforts are off track. You will lose momentum if you do not change your course. Let us audit your content marketing efforts, make more creative designs, and properly plan to meet your new goals. Contact us now for our social media consultancy service
What are some other indicators that your social media strategy is not working?