Feel like you’ve been wasting your time and energy attempting to market your business on Facebook? Don’t stress. Here are a few reasons why your current Facebook marketing efforts may not be producing results.
You Don’t Have a Strategy
Successful marketing on Facebook, or any other social media platform for that matter, requires a detailed plan. Before you can expect to see results, sit down and map out your end goals, along with the strategies or tactics it will take to achieve them. This should include audience research, specific types of content and a thorough look at your current social efforts.
There’s No Call To Action
How will users know what to do if you don’t tell them? This can be resolved by providing your followers with a direct call to action. Whether you’re asking them to give you a call, download a pdf or schedule an appointment, include this action throughout your pages and posts.
You’re Not Targeting Your Audience
Social media gives the illusion that it can reach anyone and everyone. While this “spray and hope for the best” approach is technically possible, it is not exactly wise. Think about who is actively engaging with your Facebook content. This information will help you create more specific and interesting content targeted to who you’re trying to reach, resulting in higher conversions.
You’re Not Engaging
The 24/7 world of social media means users are always engaged. The question is, are you? It is highly important to be tuned in to your social media at all times, or the very least multiple times a day. Questions, comments, messages and any other user interactions on your page should be answered within hours of original posting. This tells users you’re listening and you care about what they have to say.
This doesn’t just apply to questions and positive reinforcement. Even if a user leaves a negative response, it is key to reply. A simple acknowledgement or explanation can go a long way in the eyes of a customer.
You’re Not Watching the Competition
Pay close attention to what your top competitors are doing with their Facebook marketing. If they’re successful, see how you can repurpose their strategy to fit your needs. If they’re not, try to figure out why. Doing this can help you avoid repeating their unsuccessful efforts.
Successful Facebook marketing isn’t easy. However, if you take your time, do your research and continue to experiment and improve, the possibilities are endless.
Creating social media profiles for your business is no longer optional. Maintaining an online presence is now needed in order to make your business seem relevant and reliable to current and potential consumers. While you may have successful personal social media skills, strategies and tactics for your business’ social media are considerably different. Learn the do’s and don’ts for your business’ social media with SS Digital Media.
Know Your Audience
Social media posts for your business should be geared toward your target audience. Having an understanding of who uses your products or services can help you create content that this demographic will find useful, informative or entertaining. Do some research and determine who to target prior to creating new content.
Note: All social media content should provide your audience with some sort of value. Even if the value is just a quick laugh, make sure all posts have a purpose.
Between scheduling softwares and admin abilities, it is more than likely you will have multiple people posting to your social media channels. Make sure that the voice, tone and posting schedule stays consistent no matter who is managing the content. This helps to make your business appear unified and well branded to its current and potential customers.
Tip: Create some brand guidelines for your business’ social media to help keep your social channels consistent.
RELATED: Creating Content Guidelines
Have some fun with your content! Creating posts that are unique and branded will make your social media feel more personable and entertaining to your followers. No one likes reading the same stale content everyday, so switch it up and get creative.
It’s pretty obvious that you should be answering customer questions or concerns on your business’ social media pages. However, responding online shouldn’t stop there. Taking the time to thank someone for positive feedback by commenting or giving a shoutout establishes brand loyalty and could provide you with a customer for life. Engagement online is key to success.
Like Your Own Content
There are few things more taboo on social media than liking your own content. This small mistake could cost you followers and interactions in the future. By liking your own business’ content, you are doing two things:
First you are telling users that your content is getting so little likes that you are trying to boost the number for appearances.
Second, this shows followers that you are not social media savvy and are unaware that this behavior is taboo.
Either way the user looks at it, liking your own content can only hurt your business’ social media. It is better to have zero likes on a post than one from yourself.
Delete Consumer Comments
Unless it’s an extreme case, such as an inappropriate image or language, keep all comments visible. It may be tempting to delete negative feedback for fear of losing customers, however this can harm your business’ reputation. Instead of deleting, respond asking to take the discussion to a private message. Even if you’re unable to find a peaceful resolution, responding shows other followers that you care about their opinions.
Don’t spam your followers with an unreasonable amount of content. While you may think that more posts will lead to more online visibility, the opposite is more likely to happen. If your business is posting too often, followers may become annoyed and unfollow your account. Instead of flooding social feeds with your content, carefully craft a few posts a day and schedule them a few hours apart.
Effectively using social media to promote your business can be difficult. With an understanding of these do’s and don’ts, you are on the right track to gaining more followers and interactions across all platforms.
When creating content for a client, it is important to be consistent. Each element created must remain true to the client’s brand image. A brand image is the way in which a client wishes to be seen by the public. Creating guidelines ensures that content matches the client’s brand and is created in timely manner. Learn how to create content guidelines with these tips from SS Digital Media.
Create Consistent Copy Guidelines
When writing copy, be sure that the tone and voice of your words match the brand of your client. Brands that want to be seen as easy-going can have a more down-to-earth type of writing. However, if a client or brand is more serious, be sure to stick to a more professional tone.
It is also important to keep phrasings consistent. Short, brief phrases can help to build a brand image. If you create a phrase that your client approves of, be consistent with using it to associate it to the brand. Creating a content guideline including keywords, phrases and tone descriptions can help with this consistency.
Designate Specific Design Elements
Design elements can also benefit from the use of content guidelines. Just like copy, it is highly important to create a consistent brand image. Guidelines for specific design elements can help a consumer easily identify your brand without even needing to read a word. Design elements to consider when creating guidelines include, but are not limited to:
- Imagery, and more!
Ensure Content is Created and Implemented
Strict guidelines must be established for the creation, editing and implementation of content. Perhaps the most important, these guidelines ensure that new and updated content is regularly created and posted for the client. These guidelines, along with design and copy guidelines, make sure that all content is client-ready upon completion.