Your social media marketing and overall digital strategy is an investment of time, money, and effort, so we understand when businesses are disappointed when they don’t get the results they were looking for. It sometimes can be difficult to figure out what’s gone wrong or to even realize that your what part of your strategy, if not all of it, is letting you down.
If you’re wondering if something is going wrong with your social media pages, here are some of the six signs that your social media strategy needs an overhaul.
Your Return On Investment Isn’t Good
It’s always good to see some tangible results for your social media campaigns, but are your marketing efforts achieving the best possible ROI? What KPIs (Key Performance Indicators) do you have? What is the ultimate goal? To know if you are getting your ROI, you first need to know what your investment is: time or money. Not every business is looking to sell products on social media, but building brand recognition,
Social media isn’t something you can do once and hope that it will yield the results you’re after a short period of time. To be successful on social media requires time and effort. One of the biggest mistakes a business can make is just posting content for the sake of posting and not contemplating how it adds value to its audiences. When you are posting just to post, you can expect lower reach engagement on your posts. With all platforms having their own version of analytics, you should be evaluating what content resonates best with your audience. If engagement is low, this is an indicator that you need to switch up your approach. Whether you decide to do it yourself or outsource this task to social media marketing professionals, a revamp is one worth investing in.
Seeing little to no traffic is a huge red flag. If you’re seeing poor results, this indicates that your social media efforts are not actually driving any traffic to your website or converting into sales. If your business is receiving traffic, but your conversions are limited or non-existent, this can also be another indicator that either your campaigns or your content need an adjustment. Calls-to-actions are a possible factor that might need adjusting if you’re not seeing conversions. Strategic placement of your CTAs are vital to achieving success.
Everything Is Done Last Minute
Sometimes businesses have to throw campaigns together at the last minute, and that is ok. But if this is a regular occurrence and your main source of developing content and advertising campaigns, this could be hindering your page performance. It takes time to create competitive and effective social media strategies. Also, in order to have a cohesive approach to your digital strategy, it’s important you plan ahead, knowing what you’ll promote, what topics you will cover and how you’ll get the right messages out through your content. Content marketing calendars help businesses plan ahead and stay ahead when it comes to content and campaign development.
You’re Don’t Know What Your Data Is Telling You
Unfortunately, it’s not enough to run a campaign and have a vague idea of what you’d like to achieve in terms of results.; knowing for certain what indicates success to your campaign is important. In order to know if your social media campaigns are successful, you need to analyze the data. Important data points can be measuring comments, conversions, or content reach – it all depends on your goals. What pieces of content are working to reach your goal? Which ones garnish little to no traction? Looking at your data shouldn’t happen just once, it’s an ongoing process. If you’re unsure of how you should approach analyzing your platforms, this may be another indicator your entire social media marketing strategy needs a revamp.
Your Marketing Strategy Is Not Multi-Channel
It’s important to consider the fact that your audience may not exist solely on one social media channel alone. A disjointed marketing strategy can also come across as an inconsistent brand image which also won’t work in your favor. If you want to maximize your chances of reaching as many potential customers as possible, diversifying your social media channel choices within your strategy is the most effective way to ensure you’re doing this. Where are your customers spending their time? Is it Facebook? Instagram? LinkedIn? All of the above? If your service or product attracts a wider array of demographics, one channel simply won’t reach them all. When you are on multiple channels, it’s important to not share the exact same content on all the platforms. How a customer engages with content on Facebook may be different than how they engage with content on LinkedIn, Twitter, or any other platform they may be on. Each platform is its own channel to communicate to your audience, so each platform should have its own content strategy.
You’re Not Fully Committed
A successful social media strategy needs dedication and regular attention. It’s not something that you can play around with within your free time and ignore when you’re busy with other projects. Instead, it requires ongoing care and attention if you want it to flourish. The frequency of your content distribution depends on your audience and your message. You don’t want to annoy people by clogging up their news feed with a post every hour, but if you only post once or twice a month, then you run the risk of being forgotten. If you find that your social media marketing keeps falling to the wayside, then it’s time to look at getting some help.
Overall, there are many signs your social media marketing strategy needs an overhaul and many reasons that your current strategy isn’t serving your business. If your business hasn’t seen any traction in your social media marketing efforts in two to three months, contact us today. A social media audit is a great way to see where your current standings are and where you may need to go.
