8 Reasons Your Social Media Campaign Is Failing
Over one-third of the world’s population uses at least one social media platform, and of course, marketers have taken notice, That’s why during the last quarter, Facebook brought in over $9 billion in revenue. But just because many marketers are finding success on social media networks doesn’t mean that success is guaranteed.
In fact, social media marketing is not for the faint of heart. To be successful, it is important to learn the best practices and avoid common pitfalls that cause social media campaigns to fail. This article will review eight of the most common mistakes social media marketers make, so that you can create better and more successful social media campaigns.
Ignoring the data
Today marketing is a data-driven business. Marketers interested in creating successful social media campaigns should focus on making decisions supported by an analytics platform. Analytics tools have the ability to help marketers understand how the target audience reacts to content so that marketers can make more informed decisions quicker.
While social media analytics tools are important in general, they are especially important on popular platforms where competition is fiercer. Instagram is one such platform. Investing in an Instagram analytics platform can help your business run more effective social media campaigns on one of the world’s largest networks.
Common features shared among quality Instagram analytics tools include the ability to monitor post engagement and follower growth, predict when it is best to post a specific piece of content to maximize reach, and measure website visits via a tracking link in your Instagram profile.
Misunderstanding the target audience
A common error many social media marketers make is diving head first into marketing without first understanding the target audience. In order to make wise social media marketing decisions, you need to first know what social media platforms your target audience prefers. You should also understand the pain points shared by the target customer, and how the target customer prefers to make purchasing decisions.
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With this information in mind, it will be easier to select a channel, content strategy, and call to action strategy that will yield strong results. Once developed, you can use a social media analytics tool to monitor performance and make appropriate tweaks based on the data.
Focusing on the wrong platform
The same people use different social media platforms for different purposes. Furthermore, different demographics use different platforms entirely, as a study by PEW Research recently revealed.
To ensure your social media marketing campaign will be successful, be sure to target the platform that is most aligned with your campaign goals. If for example, you are interested in engaging senior business-to-business executives, LinkedIn is probably a good platform to use. On the other hand, if you would like to engage the millennial colleagues of senior executives, Instagram would be a better platform.
This is where understanding the target audience comes in. If you have done your research, you’ll know who the target audience is down to demographic information. Armed with this data, a quick review of the PEW Research findings will make it clear which platform is best for your social media marketing campaign.
Creating forgettable content
Forgettable content is bound to be less effective than content that offers a unique perspective and a memorable brand voice. This principle is nothing new. The same idea that is true with Super Bowl commercials also applies to social media marketing campaigns.
To create memorable content, first understand what your brand voice is and what you want the target audience to know. Then survey the competition, and understand what content your target audience has already seen plenty of. From there, you can use these three pieces of information to triangulate a specific and memorable marketing angle.
Relying on an unqualified agency
There are a number of highly qualified social media marketing agencies that can take your campaign to new heights. Unfortunately, there are many unqualified agencies as well. If you are currently relying on a marketing agency to execute your social media marketing campaign, consider moving the campaign in house if things aren’t going well.
After all, social media marketing is closely related to company vision and brand voice. No one will be able to understand both of these points better than someone in-house.
While it is ok to outsource parts of social media marketing, in-house marketers are still the best way to go in terms of controlling the broader vision and high-level execution to ensure success.
Focusing on the wrong objectives
It can be difficult to use social media to drive bottom-of-the-funnel metrics. According to one survey, 46% of marketing respondents reported that they cannot associate social media campaigns for revenue. The same survey found that 80 percent of marketers use metrics related to reach and engagement to evaluate success with regard to social media marketing.
Social media campaigns can produce meaningful results. However, it is usually quite challenging to impact bottom-of-the-funnel metrics with social media alone. Marketers should focus on improving brand awareness and follower engagement.
Marketers interested in using social to impact the bottom of the funnel should pair social media campaigns with other strategies to get there.
Providing a poor visitor experience
Many social media marketing campaigns are designed to motivate the target audience to visit a company website. If this your primary goal as well, be sure that you are providing website visitors with a pleasant website experience.
The PEW Research study cited earlier in this article found that a majority of social media users use social on a mobile device. That means that visitors referred to your website through social media will be using a mobile device. Ensuring that the website is mobile optimized will improve the results of your social media marketing campaign significantly.
Overlooking the value of influencer marketing
The vast majority of marketers who use influencers find the strategy to be successful. One 2017 study found that 94 percent of respondents thought social media influencers were effective at driving meaningful results.
Marketers should be sure to experiment with influencer marketing to improve the overall performance of any social media marketing campaign.
Social media marketing can be incredibly effective. That’s one reason why more money was spent on digital advertising than TV for the first time in history. For social media campaigns to be successful, it is important to focus on the data and on the target audience.
Once these two elements are in place, you and your team can begin creating unique content. By focusing on the right objectives, creating a create digital experience and working with social media influencers, you can elevate your social media campaign even further.