Why Your Social Media Isn’t Attracting Customers
You’ll hear countless stories about how brands tried for months to make social media work for them, only to admit defeat after their sales-focused approach failed to actually deliver any meaningful difference in revenue.
With so many people failing at it, could it be that social media marketing just doesn’t work?
No, the way they’re doing social media doesn’t work.
If you just know how to hit the “Post” button and ignore the rest of the platform, you will fail.
If you just post eye-catching content with no relevance to your business, you will fail.
If you only post when you feel like it, you will fail.
If you don’t have a strategy, then guess what?
You will fail.
Driving Without a Destination
Let’s use an example. If you’re on the road, driving to somewhere you’ve never been, you’re not just taking random turns, guessing which ones will take you to where you need to be. You’re likely following a set of directions, or a GPS, or a map.
You might decide to take detour to avoid some heavy traffic or to avoid a toll road. You might stop on the way to grab a coffee or refill your tank. However, you’re never taking a random, directionless action. You’re always on the path to where you want to go.
Let’s compare that to social media marketing that lacks direction. It’s aimless, turning at random down different side streets that look promising but leave the driver hopelessly lost.
Your strategy is the roadmap. It determines the course of your actions to ensure that each step you take is leading you in the right direction.
Post with Purpose
If there’s no rhyme or reason behind your content strategy, you’re just wasting time and money.
Since the launch of MySpace and Facebook, social media has been a place to casually share ideas and post your off-the-cuff thoughts to a public audience. However, that doesn’t cut it when you’re using social media for business. While it’s fine to adopt an informal tone, you can’t afford to be informal when it comes to your approach.
Your personal social media pages can be a mishmash of content depending on what you feel like posting that day, but there needs to be more purpose behind your business’s social media content. You need to understand who your audience is, what they need from you, and how you can deliver it.
You can pour all the time you want into doing photoshoots and thinking up witty status updates, but without a clear idea of how to build an audience that is interested in your product, it’ll all be for nothing.
Metrics That Matter
Likes and follows are nice; they provide a satisfying like boost to your self-esteem. They are not, however, enough to tell you whether or not your strategy is successful.
If all you’re interested in is growing your following, you could just start posting more cute animal photos to Instagram or writing video essays about YouTube drama, but that’s not going to bring any value to your business.
The goal isn’t to rack up more likes and followers. It’s to convert people into paying customers.
To do that, you need a strategy.
Once you know what your goals are and how to achieve them, you can start tracking the metrics that matter, such the number of people who visit your site from social media and the percentage of those visitors who take an additional action, like adding a product to their cart.
Tapping the like button hardly counts as engagement. It takes less than a second, and chances are, the person will forget all about your content after 10 more minutes of scrolling. Only a consistent strategy filled with highly valuable and memorable content will compel people to take significant action.
Know Before You Go
Okay, so you know you need a strategy, now what?
Check out our DIY Content Strategy and our 4 Things to Consider Before You Build Your Strategy for in-depth discussions on how to get started creating a killer content and social media strategy for your business.
Or, let the strategic masterminds at Michaels Wilder handle it all for you. With us, you don’t just get another agency, you get a business partner. We learn everything we can about your business in order to help you position yourself for success.
We don’t do one-size-fits-all; we’re all-in.