The truth is that social media simply works.
Yet many marketers and small business owners complain about being able to use it consistently and efficiently. It’s excellent as a means of communicating with and educating prospects, but when you want to use it for lead generation, it can get tricky.
The rules on many platforms can be ambiguous and often get changed in an instant. One day, it seems like you’re getting penny clicks on Facebook, and the next, there’s an algorithm change and your ads are not getting seen by the first 200 people. Many marketers also tend to measure the wrong metrics, so it’s no wonder they feel like a hamster on a wheel.
At Search & More, our experience has shown us that most small businesses fail on social media for one or more of these reasons:
- They make the mistake of trying to be active on all platforms, which results in spreading their resources too thin. Trying to post original, quality content twice a day across five different platforms, can only lead to burnout.
- Many marketers are not prepared for the sudden changes that can occur on these platforms. One minute, you seem to be getting the hang of it and the platform suddenly changes everything, taking you back to square one. Just look at Google+, it held so much promise in the beginning. Yet only four years later and even with 90 million users, most businesses agree that the ROI just isn’t there.
- Spreading your resources across many social media platforms means you have to be up-to-date on which metrics to measure and how to do it correctly. On EACH platform. While you may be occupied with creating or managing content, you also have to posting it and analyse its reach. Good luck with that!
- Because the social media terrain is so unstable, you always seem to be learning, and have improvising every step of the way. Not too good for morale.
With all these ‘problems’, do we advise you to abandon social media marketing?
No. The path to better social media marketing relies on making the process more efficient. By reducing the time spent marketing in one channel, you can do more in less time.
There is no denying that finding what works for your business will take some trial and error. But when you find out where your ideal customers congregate, you can start to build a following. Over time you can even branch out into other channels…. but even this initial following has to be managed properly to achieve any measure of success.
To save time on social media, remember to:
- Batching essential tasks helps you maximize productivity. Set out specific time blocks and group together tasks that must be done. You can do this on a per platform basis e.g. write out and queue your tweets for the week on Sunday from 5pm to 7pm.
By batching tasks, you are less tempted to flit between tabs and processes. Seeing the list of tasks also keeps you focused on the task at hand.
- Be consistent, as that is what will set your business apart. It’s relatively easy to set up the profile, post once and abandon it. You can avoid this by preparing yourself beforehand with a posting schedule. If you can consistently plan your campaigns ahead of time, the execution becomes the easy part. Prepare custom templates for your content and images; they help reduce the overall time spent.
- Automate Posting; since you are not in the same time zone as the rest of the world, you’ll have to use automation to spread your content. To ensure your content is seen, use Buffer or Hootsuite to schedule and post.
To get any degree of social media success, your efforts must be tightly focused and in line with your goals. It takes lot not to get lost in your news feed when you logged on to do some work. Start by identifying why you fail and by following these tips, you’ll have a better chance at succeeding with social media marketing.
If it sounds too complicate, call Search & More today and lets work on your next campaign.