New Post: SIMPLE REASONS WHY YOUR SOCIAL MEDIA MARKETING FAILS

I heard from a business person last week telling me she has done social media marketing on Facebook, Instagram, and Pinterest and listed her products on a very large eCommerce site, but has seen no results. She said, “I’ve tried lots of things, but nothing is working.”

You may be like her or you may be in the group of people who used to do very well on Facebook, but not anymore. You were posting updates and interacting with your audience. New people were becoming aware of your business. People were sending you messages and coming by to buy products or services. But not any more. You are struggling to reach the people who liked your page. Your sales directly attributable to Facebook have declined. You’re not alone.

In my experience there are some simple reasons why your social media marketing is failing in today’s environment. Here are the most common, along with some things you can do about them:

 Failing to segment the market and target your specific audiences. You may be doing what I call “spray and pray marketing.” You throw stuff out at everybody and hope that something sticks. You are spending time, effort, and money with low or non-existent results. Success in marketing, especially social media marketing,  is to segment the market and create content to meet the needs and desires of each. Social media is “new,” but timeless principals of marketing are not.
Not creating buyer personas. Personas of your typical buyers in each market segment should drive the social media platforms, content, tone, images, ads, and value propositions to communicate with them. It is also the basis for very targeted advertising on social media to augment your organic reach.
Spreading across too many platforms or the wrong platform. In the evolution of social media we are seeing some maturation and segmentation. If you are only using Facebook or Twitter, you may be missing the platform where your target audience spends its most time and engagement. If you are only using Instagram, you may be missing audiences who only use Facebook or LinkedIn. But trying to be everywhere can also backfire. Your content and formats either won’t be optimized or you will spend an excessive amount of time posting natively to each platform.
Focusing on selling something immediately from social media. Marketing is about meeting customers needs profitably over time. I am incredibly annoyed when someone asks me to connect on LinkedIn and then immediately sends me a sales pitch. They know nothing about me or my business. I have expressed no interest in their product or service. They have ruined a potential future business relationship with me by jumping into sales mode. If you have sales people and they are doing this, stop them! They are hurting your business, not helping it.
Driving people to a landing page or web site that is not mobile friendly. As I have blogged before, mobile is where it’s at now. If people go to a page or site they can’t easily read on their mobile device, you have lost them as a potential customer.

Social media expertise is not the same as marketing expertise. Good marketing is still good marketing. But social media gives us new, cost effective ways to target audiences to drive our marketing objectives. Social media gives us some new tools and communication methods. Social media platforms will continue to evolve and change as more commercial, business features are added.

Reference: http://kauaidigitalmarketing.com/blog/