Every company knows the power of social media marketing by now. If done properly, it can be extremely beneficial for getting the word out on just about anything these days, Whether it’s a new retail store, a hot clothing or shoe line, a new band or a hip new feature film, interacting directly with the core audience of your brand or product can give you the capacity for brand recognition growth online in a relatively short period of time and prove lucrative to your bottom line.
Consider the numbers here, nearly one third of the world’s population is using social media these days. Celebrities have literally millions of followers across the various platforms including Twitter, Instagram, and Facebook, the last of which posted earnings of nearly $10 billion last year.
That many users has become all too attractive for digital marketing teams around the globe, eager to tap into the right audience through the most popular method for discussion and debate going at the moment. Social media has grown in importance over the past decade and most experts will tell you that without some form of online component you’re all but dead in the water, but neglecting to mount some kind of social media marketing campaign is just bad business.
But here’s the problem, just because you or your product or brand has a presence on social media does not necessarily means you’ve come up with a social media campaign. Merely having a Facebook page or Twitter account does not mean you’ve done your job as to generating enough buzz for your brand or you band.
Much like with other traditional marketing avenues of the past, creating and maintaining an effective campaign on social media must be carefully considered, strategized, and executed. However, many campaigns will fail because marketers will lose sight of the basics. They will tend overthink some things and flat out forget others while altogether failing to understand the importance in some of the fundamental aspects inherent to social media use in the first place.
There are a wide range of reasons why good and bad social media campaigns fail, whether it’s an email strategy or Richmond ppc endeavor. These are the most common mistakes that are repeated all too often by big and small businesses alike:
Lack of Clear Goals
Perhaps the most oft-repeated mistake that dooms a social media campaign from the outset is a failure to identify a clear goal for the campaign. You must always first decide what it is that you intend to accomplish with this campaign. Why this campaign? What is the purpose?
Is it a means to build a particular brand, offer some insight into a problem, or debut a whole new product line to the public. It doesn’t even need to be any of these things, it just has to be about SOMETHING and have a clear cut objective to achieve. Without it, you’re just spinning your wheels and you will fail to bring in the audience you had hoped to gain.
Know Your Target Audience
As important as it is to know what your intent and purpose is for your campaign, you must also know who it is you are trying to reach. Determining a specific niche of the marketplace for your message will help you tailor the campaign better for reaching your intended demographic.
It’s not enough to say that you want to have broad appeal so as to gain as many customers or fans as possible. It’s too wide-reaching and it can bring a lack of focus to your campaign. A message is only strong and effective when it is aimed straight at the precise niche who will most appreciate it. This aspect of the campaign has to be decisive and determined early.
Inconsistent Delivery of Content
Remember, a campaign is ongoing. It’s not about putting up a few posts or Tweets and then waiting for everyone to respond. You want to keep your audience engaged and if they aren’t hearing anything new from you on a steady basis they will lose interest very quickly.
It’s all about engagement, get them hooked on your content and keep delivering new and exciting things on a regular basis.
The Hard Sell
This rarely, if ever, works. Social media campaigns are about building relationships, gaining the customers’ trust, bringing them into the fold and showing them why your brand or product is such an invaluable influence on their lives. Does it solve a problem, does it enrich or enhance your life? What makes you so great. Show them what you have to offer and, if it’s compelling enough, they’ll seek you out and demand your product.
If you start off by instructing your customers to buy something, they’re not going to have much interest, mainly because they don’t know what is you are trying to sell or why they should buy it from you.