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Why your social media strategy might be missing the mark

So, you’ve invested time, money and probably a fair bit of energy in social media for your business. Perhaps you’re posting regularly but you’re not getting engagement. Perhaps you’ve tried paid-for-advertising but you’re not gaining new followers. Or perhaps you’re posting great content but it’s not generating leads.

Here are five reasons that your strategy might just be missing the mark.

1. You’re using the wrong platforms

It’s easy to get caught up in the wave of expectation that your business should be on one social media platform or another, particularly if that’s where your competition has a presence. Before you spend any more time posting on your business page or in setting up a new one, take a step back and consider which platforms you are using and why.
Put your customer at the centre of this thought process and think about where they spend their time on social media. If you are busy talking to them on Facebook when they spend the majority of their time on Instagram, it becomes pretty easy to prioritise where you also need to be.

2. You don’t understand why your customers use social media

People use social media for lots of reasons but, essentially, they boil down to entertainment, education or inspiration. Your customers aren’t so naïve as to expect your business to be on social media without the intention to sell (or sell more) to them but if that’s all you’re doing, you’re missing a trick.
Customers will be reluctant to follow you or will quickly tire of your posts if they feel that you are bombarding them with sales messages and aren’t adding any value. Consider how much time you spend talking about your business or its products/services. The time that you can get away with doing this will depend on your business to some extent but also the channels you are using. On Twitter, for example, 80/20 is a good rule of thumb.
Think about the things your customers will be talking about themselves. What are their problems or desires? What do their lives look like? Talk about those things instead.
Don’t be too serious or corporate in the way you speak to your audience. There’s a time and place for formality and social media is rarely that. You may be posting for a business selling to other businesses but that doesn’t mean you need to be boring. And showing emotion can work in your favour too.

3. You’re not showing up when your audience expects you to

If you post regularly and have an engaged following, your audience will start to notice if you’re not there, even more so if you have committed to doing this by sharing a hashtag on a particular day or sharing a regular type of post on Facebook.
Although algorithms can impact when your audience see your posts, it’s still worth thinking about when your customers will be using social media – and posting and engaging on the days and times when your customers are most likely to be there.
And the frequency with which you post is important too. Whilst you might think that your followers see you in all your glory, in practice, an individual tweet might be seen by fewer than 5% of your audience so you may need to post up to 10 times a day to be seen by more.

4. You’re not measuring what you’re doing

You think you are on the right platforms, talking to the right people with the right message but how can you be sure? Each of the platforms offers – to a greater or lesser extent – insights into how posts are performing, who is seeing them, when and how, and what actions they are taking as a result. Scheduling tools can provide similar but consolidated metrics and Google Analytics can help to complete the picture.
As little as 15 minutes a week is all it takes to see what’s working and it will direct what you do in the future. If you know, for example, what kind of content is engaging your audience most, you should probably post more of the same.

5. You don’t have a strategy

It might seem strange to bring up a lack of strategy at this point given the whole premise of this blog is that you have one. But do you really? You might chance upon success with social media but the odds are better with the right vision and planning.
Start with a goal in mind. Whether you are looking to attract the right customers, create engagement with your brand or just make more people aware of what you do, your strategy will determine how you need to progress. It will shape who you are talking to, what you are talking about, where and how you need to communicate.

If you want help developing a strategy for your business or working out why your current strategy might be missing the mark, I’d love to help you. Why not get in touch here to book a discovery call?