Social Media is the new word of mouth! Your customers are spending more time on Social Media than they are on TV. Is social media a part of your marketing strategy? We will discuss in this post some of the top reasons why your Social Media Marketing strategy may not be bringing in any customers.
You Aren’t Paying To Play
Many business owners gauge the success of their social media marketing strategy by how many likes and followers they can get. Your goal as a business owner or marketer should not be measured by how many followers and likes you have. Instead, your goal should be to get more customers using social media. The best way to do that in a timely manner is by investing in paid advertisements on online platforms like Facebook, Instagram, Youtube, and Google. Many businesses these days will invest in television commercials, Groupon, radio advertisements, newspapers, etc. not knowing they can reach a more specific target audience at a lower cost using social media marketing. Your customers are on there, why wouldn’t you try and connect with them where they are at? You can have all the likes and followers in the world but it won’t be worth it if the followers don’t become customers. These paid platforms not only help you up your marketing but also allow you to get detailed reporting on how many conversions are resulting in your advertisements to ensure you are getting a return on investment. Additionally, they allow you to tailor your marketing based on what your goals are. Paid advertising on social media is a great way to build brand awareness, reach more people, and get more customers.
You Don’t Have A Proper Sales Funnel
A sales funnel is the journey a potential customer takes before purchasing your product or service. Here is an example:
1) You see an advertisement for a local gym on tv. (Awareness)
2) You search the gym on Google. (Interest)
3) You find out they are offering a free week trial so you call them and setup a gym tour. (Desire)
4) You visit the gym then sign up for a month-to-month program. (Action)
As it turns out, many businesses do not keep the buyer journey in mind when creating a sales funnel on social media.
Here’s what not to do:
1) Create a Facebook advertisement promoting your products and services.
2) Direct Customers to your website when they click the advertisement.
3) Confuse the heck out of them because there’s too much information on your website.
4) They leave your site and you never see them again.
Create a funnel that directs people to a landing page that is simple and specific. Visitors should not be bombarded with information. They should be able to go to your site and have two options. Either opt-in or opt-out of whatever you are offering them. Your goal is to get their contact information so you can continue to build a relationship with them.
Do you have a special offer? Maybe its a trial, a discount, or some helpful information. Use this as your offer on your landing page. You must provide value up front. You can’t expect a sale immediately. How often do you buy something upon the first viewing of an advertisement? Never. Keep in mind that it takes multiple engagements before a consumer purchases.
Here’s an example of a landing page that we built that directs business owners and marketers from Facebook to our cheatsheet. Our goal is to provide value to the visitors so we can share tidbits of knowledge, eventually gaining their business. Do you see how simple the landing page is? The visitor has the chance to opt-in or opt-out. There are no other distractions.
Your Target Audience Is Not Seeing Your Message
Let’s say you own a restaurant in Alaska. Would you advertise to people living in New York? Absolutely Not! Have you ever seen a Tony Roma’s or Red Lobster Ad show up on your TV screen that got you thinking why the heck am I seeing this right now? Too many business owners think they can create an advertisement and blast it to everyone around them thinking they will buy. Not only is this spammy, but it also raises your advertisement cost. Social Media Platforms like Facebook and Google keep an eye on how relevant your ad is to the people seeing it. If it is not very relevant, the cost will go up dramatically.
Make sure you know your customer buyer persona. Be as specific as possible when building a social media marketing campaign.
Here are some things to consider for your customer buyer persona:
- How old is your customer?
- Are they male or female?
- What are their interests?
- How much income do they make?
- Do they have children, or are they single?
Hope this article was helpful. Adopt these strategies today and get ahead of your competitors!
I understand your busy. If you need a little help, sign up for a complimentary consultation where we can discuss how to improve your social media marketing strategy. During this session, you will learn the 3 best-performing list building tactics of 2020 that will get you more leads. Additionally, we can audit your social media accounts to optimize performance. By the way, I’ll get you started on your first marketing campaign at no cost.
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