3 Reasons Why Social Platforms Don’t Benefit Your Business
You’ve probably heard the phrase “social media doesn’t work for my business” a lot.
I spoke with a business owner once and he stated that social media is not worth the time and money spent. We decided to check his social media accounts. It turned out that his publications were inconsistent, and the images used were of very mediocre quality. Without going into details, I will say that this business ceased to exist after a couple of months.
On the other hand, I often visit restaurants and cafes that my agency works with. I witnessed how visitors come to the bar with a smartphone in which the Instagram application is open and, showing the images we have published, they say: “I want to order this …”.
What is the difference between people who find social media ineffective for business and my clients?
It’s simple: For the most part, many business owners make a few common mistakes in their social media marketing campaigns, thereby limiting their ability to attract leads. Below are the 3 most common mistakes.
1. THEY DON’T KNOW THEIR AUDIENCE
It is imperative to know who your potential customers are. Without knowing your audience, you are trying to reach out to everyone at once. In fact, this is a cry into the void in the hope that someone will hear you.
Not knowing how to establish relationships with people, you are unlikely to be able to sell them anything. Understanding who your target audience is (what they want, what they need, what criteria you meet them) is critical. This is the only way to maximize the effectiveness of your marketing campaigns using social platforms.
2. THEY ARE INCONSISTENT IN WHAT THEY POST
Consistency in the selection of published content is the key to expanding the user audience, given the latest algorithms used by social platforms.
Being consistent doesn’t mean you have to post to social media on a daily basis. You must create a well-thought-out publishing schedule and stick to it. You are unlikely to achieve instant results. But regular posts will resonate with your audience and motivate them to interact with your social media accounts. Every time your business is searched for or come across by accident, potential customers will receive fresh and relevant content.
To improve the efficiency of using your social media account, you must publish content that is interesting to your audience, as well as effectively exchange messages (engage in dialogue with potential customers). By regularly making new publications and informing your audience about them, you will increase the level of trust in your business and its authority.
3. THEY’RE JUST TRYING TO EXPAND THEIR USER BASE AS MUCH AS POSSIBLE.
I keep repeating that the days when you achieved your goals simply by attracting as many followers as possible are long gone. Without thinking about who your audience is, you just get dead weight. An impressive number of subscribers are just pretty numbers if all these people are not your potential customers who want to purchase your product or service and thereby help in the development of your business.
One of the features of social media marketing is that simply engaging users degrade your stats. For example, out of 1000 of your subscribers, 900 are not interested in interacting with your business. If so, your analytics and audience insight will not pay off. This means that you have to study your audience and understand what it needs.
You will spend a lot of time building your brand awareness and engaging truly engaged users. But building an engaged subscriber base has a higher value than chasing numbers in an attempt to meet those interested in your profile information. Many users of social networks are aware of the existence of the so-called “subscriber boost”. Therefore, you need to focus on the quality of your business and the content that you publish, as this will bring the best results in the long run.
The difference between people who claim that social media is not doing their business, and those who acquire customers, sell products or services, and gradually grow their audience through quality leads from their social media profiles, is that the latter has an established process. They figured out what their audience needs, regularly publish relevant content, conduct research, and make appropriate changes. While this is a time-consuming process, it is one that brings results.
If you are doing “hard work” on social media, spending more than an hour every day, you are most likely wasting this time on something that ultimately does not benefit anyone. Schedule key tasks, make a schedule, develop a plan based on your audience’s data, stick to that plan.
Successful marketing using social platforms can only be achieved by those who clearly understand the needs of their audience and plan their actions.