Due to the meteoric rise of social media over the past few years, many companies otherwise uninterested in online marketing have felt compelled to jump into the trendy pool. Is this really necessary for every company? Of course it isn’t mandatory, but the billions of people using social networking in their everyday lives do present far too great a reward for many brands to pass up.
So, inevitably, a brand joins up with a social network, begins to advertise and to build a base, but then ultimately ends up failing. This isn’t always the case, but the sad fact of the matter is that most of the brands starting Facebook pages today won’t be around this time next year.
One of the biggest reasons many end up failing is that they don’t reevaluate their social marketing approach or their market position. If this is a trap you want to avoid, then you need to figure out when it’s time to reassess your marketing approach.
Different Ways to Know when to Reassess Your Marketing
A. Inflated Expectations:
Having inflated expectations is one of the most common issues with brands unfamiliar with social marketing. They read a few charts and graphs about all the traffic out there, and they instantly assume that people are going to flock to their page in droves.
Some even take a very serious approach to social marketing, calculating their metrics and collecting data and coming up with a variety of acquisition and lead metrics. But when it’s all said and done, social networking is just a part of a business. Example: A boost in the numbers can lead to the false impression that it’s coming from social advertising, so more money is spent and more time is invested. The expectations rise. But it could be coming from somewhere else.
The moral of this particular story is to check your high expectations at the door. Realize that social marketing is about branding, and always remember to check Facebook-specific metrics for Facebook-specific campaigns, and the same with your other social sites.
B. Poor Engagement:
Things have a tendency to wind down to chaos with social networking; the snowball effect rolls both ways, and it just isn’t going to reverse on a whim. For example, if you’re experiencing low engagement with your marketing, it’s time to reassess your approach. This isn’t something that’s going to turn around on its own.
If you’re not receiving much engagement, it’s most likely due to your material being substandard, too much like the competition, too vague for your market to sink its teeth into, etc. You need to focus more on high-quality, relevant content that people actually want to view and share. You can’t just hold on tightly to the same approach in the hopes that it will turn around.
C. A Lack of Knowledge:
Yes, proper marketing and social media management means that you must know what you’re doing. Being able to advertise successfully offline doesn’t mean you can advertise successfully online, much less when dealing with branding via social media. It’s a different ballgame entirely. This takes a different type of knowledge; it’s a mixture of those tried-and-true marketing tactics and an active social media user. You have to be able to target the right market while also constructing the right type of materials to get people interested.
This isn’t done through any type of course. This is done through trial and error within social media and with studying the competition on sites like Facebook to see how they’re approaching the social game. If you have a lack of marketing knowledge in this genre, it’s something you need to admit to yourself so that you can reassess your situation.
A nonresponsive market, low conversion rates, and other signs of failure will also alert you to when it’s time to reevaluate what you’re doing with your marketing approach. The goal here is to simply keep a watchful eye on your social campaign. You’ll need to know when it’s time to return to the drawing board.
Like the old saying goes, if you look around the poker table and can’t tell who the sucker is, then it’s fairly obvious who the sucker is.