Let us face it. Common sense tells us that we already know what we need to know to get our social media fans and followers to take action.
But, if common sense were all it took to make our social media marketing campaigns work like we want them to, everyone would be doing it, and we would not need consultants or books on the subject.
The truth is, getting our social media message in front of the right people at the right time with a compelling call to action is not always easy.
It takes a bit of planning, so much hard work, and a lot of trial and error. Fortunately, with enough consistency, even the most challenging social media marketing campaigns can be successful.
This article discusses ten reasons why your social media marketing campaign is not working and what you can do about it. Read on to learn more.
1. You are Not Posting Interesting/Compelling Content
The first and most common reason social media campaigns fail is that the content posted is not compelling enough to get people to take action.
If you want your campaign to be successful, you need to post content relevant to your target audience which provides value.
Your content should also be easy to consume, which means shorter posts and more visuals.
Take time to study your target audience and understand their needs and wants. Then, create content that meets those needs and post it regularly.
You should also package the message to suit your social media channel.
For example, Twitter is great for quick updates and teasers, while Facebook allows you to provide more in-depth information.
2. You Are Posting Without a Clear Goal or Purpose
One of the reasons your social media campaign isn’t working is that you don’t have a clear goal or purpose. When creating a social media marketing campaign, it is crucial to have a clear idea of what you want to achieve.
Are you trying to increase brand awareness? Drive traffic to your website? Generate leads? Make sales?
Your goals should be specific, measurable, attainable, relevant, and time-bound (SMART). Once you have defined your goals, you can create content and call-to-action designed to help you achieve those goals.
If you don’t have a clear goal, your content will be all over the place, and your campaign will likely fail.
3. You Are Not Posting Consistently
Another common reason social media marketing campaigns fail is inconsistency when it comes to posting. Keep in mind that consistency is key to your success.
You need to post content regularly if you want to keep your audience engaged. The frequency will depend on the social media platform you are using as well as the needs of your target audience.
But, generally, you should post at least once a day, if not more.
If you are unsure how often you should post, start with a couple of times a week, then increase the frequency as you get more comfortable with the platform.
4. Your Social Channels Are Overly Self-Promotional
You may spend so much time talking about yourself on social media that your audience tune you out.
Unfortunately, the line between self-promotion and regular posting can be blurry. It only takes a couple of updates for your audience to understand what you do and what makes you the right choice. Some of your followers might even be your customers.
Therefore, it is good to step back and think about what they want to see in their news feeds. What is their interest, and is that what you are pushing out?
Remember that no one wants to be bombarded with sales messages every day. If that is all you post, your social media marketing campaign won’t perform as well as expected.
The truth is that people are on social media to interact with others and consume content, not to be sold to all the time.
5. You Are Using the Wrong Social Media Channels
Your social media marketing campaign may fail because you focus on the wrong social media channels.
Not all social media platforms are created equal. Some are better for B2B businesses, while others are more suited for B2C companies.
You should research and understand the social media platforms used by your target audience. Then, create accounts on those platforms and start posting content.
Do not try to be on every social media platform because it is popular. You will quickly become overwhelmed and unable to post quality content.
It is better to focus on a couple of channels and do them well than try to spread yourself too thin.
6. You Are Not Interacting with Your Audience
Another common reason social media marketing campaigns fail is that businesses do not interact with their audience.
Social media is all about engagement. If you are not interacting with your followers, you miss out on a huge opportunity.
Make sure to respond to comments and questions promptly. You should also share and comment on other people’s content to get on their radar.
The more you interact with your audience, the more likely they will interact with you. And the more engaged your audience is, the better your social media marketing campaign will perform.
7. You Are Focused on Receiving Rather Than Giving
This is a trap that most of us fall into without knowing. We tend to focus more on what our followers can do for us other than the other way around.
There is a time and place on all social media channels for promoting your products or services, but these should only make up a small percentage of your content.
People use social media to consume content and not to be sold all the time. So, if you only focus on selling, you will quickly turn off your audience.
Instead, focus on giving value. Share helpful tips, blog posts, infographics, images, and anything else your audience might find helpful.
When you show that you are more interested in helping your audience rather than just selling to them, they will be more likely to buy from you when they are ready.
8. You Are Posting Without Visuals
Research shows that the highest-performing posts on various social media channels contain visuals. So, if you are not using images, animated GIFS, or videos in your posts, you are missing out on engagement.
Consider using high-quality visuals relevant to your post. Do not just add any image for the sake of it.
Your audience will quickly see through that, reflecting poorly on your brand.
9. You Expect Results Too Soon
One of the most important things you need to remember with social media campaigns is that nothing happens overnight. You must be patient and put in the effort before you start seeing results.
Most businesses give up too soon because they don’t see results right away. But if you stick to your plan and keep posting quality content, you will eventually start to see your audience grow.
Building a following and getting people to interact with your content takes time. So, don’t expect results too soon; you will likely succeed in the long run.
10. You Are Not Measuring Your Results
The final reason why social media marketing campaigns fail is that businesses do not measure their results.
It is crucial to track your progress to see what is working and what is not. Otherwise, you will just be shooting in the dark and wasting your time.
You can track several metrics, such as engagement rate, reach, clicks, and conversions. Take time to understand which metrics are most important to your business and track them regularly. Then, you can adjust your strategy based on your results.
Although it can be frustrating when social media marketing campaigns don’t seem to be working, it’s essential to take a step back and analyze what might be going wrong.
Hopefully, the ten reasons we’ve outlined here will help you identify where you might need to make some changes. Remember that success with social media marketing doesn’t happen overnight – it takes time and effort to create a following and engage with your audience.
But if you stay committed and keep trying new things, you will eventually see results. Do you want to learn more about social media marketing? Subscribe to our newsletter for more insights from our experienced media experts.