Average Read Time: 10 minutes
Social Media is great, but can often be a sticking point for many businesses; so here, we explore common problems with social media marketing & how to overcome them…
Common problems with social media marketing & how to overcome them
Not always knowing what to say
Social Media is a big commitment, and something you have to engage with regularly to see the benefit of; different platforms have a different recommended frequency but they all have one thing in common – regularity. So, knowing what to say all the time can be tricky. Having a basic Social Media strategy will help you with this; by setting out clear reasons why you’re using Social Media in the first place, what you’re hoping to achieve with it (your goals), and how you’re going to measure overall success will help you gain clarity on what it is you should be posting on a regular basis.
Experiencing huge declines in organic reach
For many years now, Facebook particularly has been squeezing organic reach in favour of paid advertising; seemingly ever-changing Facebook algorithms mean that Facebook posts will continue to reach less and less people naturally in order to encourage businesses to put money behind a platform. Although this is a huge challenge to overcome, it’s also a blessing in disguise, and should be seen as an opportunity to change up your content – experiment, and try new things. To overcome this, why not try creating videos, original infographics or reaching out to Social Media Influencers with huge followings? And if these aren’t for you, embrace the beauty of targeted, measurable Pay Per Click advertising and marvel at the wonderful results.
Too much content, not enough substance
This happens all the time! Businesses posting anything and everything up on Social Media constantly, then wondering why audiences aren’t engaging. Succeeding on Social Media isn’t about posting as much as possible and, in fact, if you post too frequently a couple of things will happen:
- The platform itself will show your posts to less people
- Engagement will fall
All because audiences will start getting bored, and stop liking, sharing, and commenting on what you’re giving them. Audiences want quality over quantity; they want blog posts that provide them with valuable information, they want videos that move them or make them laugh… Take care of your content, and don’t feel pressured to post on Facebook 4 times a day just because someone once told you that was what Facebook expected. Every page, every business, and every following is different. Post to a beat of your own Social Media drum.
Achieving genuine engagement and connection
Far too many businesses use Social Media as a platform to broadcast their thoughts, opinions, strengths, and events – almost as though their Social Media channels were their own professional, online soap box. However, broadcasting into the digital abyss and waiting for the sales & enquiries to roll in is not what Social Media is about. In fact, the key to achieving genuine audience engagement, and making true connections with people on Social is hidden in plain sight; Social Media is about being Social. If you want your audience to engage with you on a deeper level, you need to engage with them; reply to comments personally, ask your audience questions… heck, even set up your own focus group or forum if you really want to – anything that makes those individuals that make up your Social Media audience feel valued and listened to.
Growing your reach/audience
There are millions of businesses across the world, investing in millions of Social Media profiles… lots all saying the same or similar things (hey, there are only 7 truly different stories in the world, right!? You can’t always be original!), and as a result it’s becoming increasingly difficult for businesses to grow your Social Media presence. Oh so many tend to reach a couple of hundred followers on one platform, and quickly plateau. In order to grow your reach and reach new audiences, you need to say something new; you need to give audiences valuable information and new insights. But not only this! You need to invest in other tactics, too. Write guest blogs for other websites, link up with Social Media Influencers, join forums, and ask questions…
Getting audiences to share your posts
We’ve all been there. We create a piece of content we think is wonderful, release it into the wilds of Facebook or Twitter, and wait expecting it to be shared and commented on and liked 100+ times over. Annnnd… nothing. But why? Getting audiences to share your posts on Social Media is one of the hardest things to do. But it’s also one of the most rewarding. Get even a couple of your followers to share your posts on Social Media, and you’ve quickly reached 1000s of new people. The best way to create shareable content is to create something that:
- Tells a story
- Is useful
- Is moving/emotional
- Says something new
Consistently creating good content
We all have down days, and none of us are perfect. But when posting on Social Media, you have to ensure your content is consistent; it remains at a high standard and continues to engage time after time. And it’s really tough to create great content all the time. Ways to ensure you’re always creating good content are to monitor your competitors, run integrated marketing campaigns, don’t be afraid to get personal & honest, and create original content wherever possible; blog posts, videos, infographics, and graphics.
So, if you feel like you’re not really getting anywhere with your Social Media, and you’re struggling with things you feel should be so easy… the reality is that every other business is probably struggling with exactly the same things.
Don’t ever see challenges as failings, see them as opportunities to learn, to grow, and to try new approaches. Experiment and see what happens.
But above all else; enjoy Social Media. It’s the most direct route to your customers.