Seventy-one percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others. That makes it more imperative than ever to do the best you can with your social media marketing. Here, then, are three things you might be doing wrong, and how you can drive better results.
#1: You’re promoting, not sharing
Traditional marketing tends to be interruptive, meaning you’re coming into your audience’s experience — whether they’re driving, listening to the radio or watching TV, reading a magazine or newspaper, checking their email, or answering their phone — and delivering a message that may or may not be welcome. While social media marketing strategies may include paid promotions that show your users something about your company or product, the majority of your social media presence should be about enriching the user’s experience and creating a seamless interaction on the platform. If they’re already there to comment, share or like something, draw on that and share content that asks a question, sparks a strong reaction or delivers value. Social media users also want to look good to their friends and followers, so giving them great content they can share with others benefits you both.
#2: You’re on the wrong platform
With such a wide variety of social media channels, it can be tempting to be everywhere at once. Instead, it’s important to target your online efforts on a few — or maybe even one — network where you can make the most impact. This will depend on the type of business you have, your audience and where they already interact, and your particular goals. Spreading yourself too thin among platforms that don’t make sense for your brand, or focusing your efforts on networks you think should work but don’t, is a recipe for disaster, and it can be a huge waste of time and money.
#3: You’re going for likes, not engagement
Too many brands measure their success by the number of likes they get on a page or a post, or the number of followers they have. Those numbers mean nothing, though, if those people not truly engaging with your brand. If you have 40,000 followers but only 200 who regularly engage and are qualified leads for your business, you’ve wasted a lot of time in reaching that high number. Focus your efforts on drawing fans that are actually in your target audience. A smaller, loyal following that helps you spreads your message is much better than a huge following that may not even know they follow you.
Burg & Co. Marketing builds social campaigns that drive results
With years of experience helping companies achieve digital marketing success through social media marketing, Burg & Co. Marketing in Tampa, Florida is your partner in building social media campaigns that set you apart from the competition and drive traffic and revenue. For more information on building a social media marketing strategy that works, contact us today.
