But you can’t help but notice that your social media game isn’t really getting you anywhere.
Are you doing something wrong? What are other brands doing that helps them have more success than you do? While some of it comes down to sheer luck, there are definitely some strategic steps you may need to take in order to get the most out of your social media presence.
Some of it is related to your own lack of knowledge regarding social media. There are definitely some things you are doing that are holding you back, so it’s up to you to rectify these common mistakes. Here are some of the reasons why your social media strategy is failing:
1. You haven’t set up a proper strategy
The mistake: You’re concerned that your strategy is failing, but truthfully, you haven’t actually set up an actual marketing strategy. And yes, that is a problem. Posting just anything willy-nilly is probably not going to help. In order to actively grow your audience and leverage your social media presence, you need to be very organized and strategic about this, with a clear goal and focus.
How to improve: You should start with a vision – where do you want to end up? How do you plan on getting there? Who are you targeting? It’s important to set clear goals and ideas and then follow them.
It helps if you have a system for setting and organizing your goals. There are different techniques you can follow, and they usually focus on making goals attainable in a time-efficient manner.
2. You are not engaging with your audience
The mistake: People like it when you respond to comments and when you “like” things back. Commenting into the void will never attract more attention. Plus, audiences like it when a brand is involved and engaged. Stonewalling leaves the impression that you don’t care about your audience, and they will not come back.
How to improve: Make an effort to engage with the audience liking your posts and commenting, asking questions, etc. Make it a point to spend at least an hour replying to comments, after you post something. Engagement leads to more engagement, so it’s in your best interest to be as involved as possible.
Try to answer all the questions you are asked, and ask people questions, as well – about their likes and dislikes, opinions, preferences, etc.
3. You’re a novice
The mistake: This isn’t your fault, but if you’re a beginner or just generally lacking in knowledge in this department, you’re probably not doing the best job. Skill comes with experience, and that’s what you don’t have. That is going to be obvious in the way you run your social media pages. The very curated, very tightly run pages are always obvious.
How to improve: The best thing you can do is hire a social media team or at least, an expert in social media marketing. A person who knows exactly how to grow engagement can do wonders for your social media game.
A lot of entrepreneurs make the mistake of underestimating the value of the expertise of a social media professional. Think about it – if your plumbing is broken, you wouldn’t try to fix it yourself; you’d trust a professional. It’s the same with social media, with potentially higher rewards – and repercussions.
4. Your posts don’t follow a schedule
The mistake: When you don’t schedule your posts, your content ends up being chaotic. You post at all times, on different days, and in inconsistent amounts. That throws off an audience and even worse, it leads to them not knowing when to return to see your content. If they check back and find no new content a few times, eventually, they don’t return at all.
How to improve: You want to ensure that your audience knows and anticipates when you post, and that can be done through a very regular, very tightly kept schedule. The frequency of your posts shouldn’t go overboard. One post per day should be your maximum, but an average of three times per week is perfectly acceptable.
To make things even easier, go ahead and start creating content ahead of time and scheduling it. That way, it will go live at the best time, regardless of what you’re actually doing in that moment. That ensures that your social media presence remains consistent.
5. Your content is uninspiring
The mistake: If no one is “biting” when you post, then your content may just be super boring. Your engagement will not be stellar on these posts, and it’s not hard to see why. If you want to grow your engagement and your general audience, you will need to put in more effort into what you are actually providing for them.
How to improve: If you’re having trouble coming up with interesting and relevant content, why not take a look at what other people in your niche are posting? What topics are trending? What is getting people’s interest? What are the posts that get the highest engagement?
The best posts are the ones that get people to share them with their friends. That way, your posts gain popularity and in turn, you gain new followers.
6. You’re not posting for a target audience
The mistake: When you haven’t thought about your target audience, your posts will never feel focused enough. Think about it – unless you are posting for someone in particular, it’s difficult for someone to relate completely to your content or feel like you are addressing them and their interests.
How to improve: At least part of the success of social media marketing consists of identifying and catering to a target audience or customer. That is exactly what you need to do. Who do you want to attract to your page? Who is your ideal customer?
If you haven’t yet identified them, ask yourself some questions: who is this person? How old are they? Are they men or women? What is their job? What are their hobbies? Soon enough, you’ll see that a profile starts forming.
7. You’re ignoring analytics
The mistake: When you don’t pay attention to analytics, you don’t know a lot of essential things about your business. Basically, all your stats – who is reading your Facebook posts? How many people are reading? How many of them are commenting on Instagram? What about “liking” your posts? Who is your core audience on Twitter? How old are they? When are your highest engagement rates?
How to improve: When you start taking your stats and analytics into account, you will notice your social media activity soar. These stats enable you to tailor your content and activity to your audience in a very precise way.
Essentially, what you’re doing is taking all the guesswork out of the equation and going for the gold! And that will show, in a big way, in your engagement levels, in the growth of your channels, and in the overall success you are enjoying on social media. Your strategy has never been more accurately devised.
Do you feel like the way you’re doing social media for your business isn’t the same way other businesses do it? Are they enjoying more growth than you are? Why is that? Think about all the things you’re doing wrong and how you can improve them.
Starting out on the wrong foot with social media isn’t a death sentence; simply a reason to do better. The first thing you need to do is identify what, exactly, you’re doing wrong and how that is affecting the success of your social media marketing. Once you’ve been able to see the issues, you can move on to solving them.