3 Reasons Social Media Doesn’t Work (and how you can fix it)

We’ve all heard it said, “Social media doesn’t work for me, for my business.” Or, “I’ve tried that.” Tried what, exactly? The problem is there are so many variables at work here, which ones were you testing at the time you resolved that it didn’t work at all? I get it, it can be daunting.
Here is a check-list of 3 reasons (well, okay, 4 because there’s a bonus one) why social media doesn’t work, or more specifically, may not be working for you…

1. Unrealistic expectations

So many businesses think that advertising on Facebook will provide them with an instant result. They post an ad and people buy. Unfortunately, this isn’t the case most times. Just like with any marketing, we have to consider the customer journey.
If you’re targeting cold traffic, it’s wise to warm your audience up to you and your ways (or your business) and begin to slowly educate them first on who you are, your ‘why’, what you stand for and then bring in the benefits and services that you can provide them with and why it’s in their best interest to not only use this specific product but to buy it from you.
People have many options to choose from when it comes to various products and services. It’s naive, if not a bit foolish, to think that you can just post one or two ads and everyone will start buying from you.
Consider the customer journey and start to educate, to build relationships, build trust. It is trust that will sell your products, not an ad. Show yourself as an expert in your field, or at least someone who is passionate about it. Believes in it. Eats, sleeps, breathes it. Write an article even if it’s just one and promote it. Put a call to action within it to schedule a call with you or contact you via an email contact form, or subscribe to your email newsletter. Any way you can, educate your audience and build a relationship and build trust. It is worth the investment.
Social media marketing and online marketing, in general, is not a microwave, it’s a marathon. Start with the end in mind and build something long-term. You may need to shift your perspective.

2: Poor Ad Copy.

You can’t just write about the features of your product and think people will buy it. You can’t just write a sentimental piece about your business and your quality and service and how good you are to deal with. People don’t care anymore.
They want to know what’s in it for them. What’s the benefit they will get from using your service or  your product or service? What percentage increase in sales value will it give them in real figures? How much purer is the product you offer than your competitors? How many dollars will they save from you doing this and that for them?
Give them tangible results and facts. Show them their benefits.
When you write ad copy, always be answering the question, “What’s in it for me?” from the point of view of your customer or potential client. If you were reading the ad, what would you expect to get from what it is you’re offering?
If you were reading your ad, would you be interested in it? Is it captivating? Is the benefit enough to draw your attention, and then your interest and desire, and cause you to take action? Would you click the link? Would you download whatever it is?
Remembering, “What’s in it for me?” will help you write better ad copy.

3. The third reason? No targeting.

Now, yes this includes the use of keywords in your ads but more about finding out who your specific customers are.
You can’t say your customer is everyone unless you’re selling air!
Even selling food. Everyone needs food but certain people will like certain products, one more than the other. Or they may be allergic to one and not the other.
Whatever you’re offering, you have a specific target audience and you need to find out:
  • Who they are
  • What they like
  • What they read
  • Where they hang out online
  • What they watch on TV
  • What type of content do they consume on social media?
  • What are their greatest fears?
  • What do they want to achieve?
  • What are they’re hopes and desires?
  • How do you help them achieve that opportunity, or avoid that pain?
See, if you’re just throwing an ad out online and not targeting specific ages, or gender, or interests or behaviours that are appropriate, then you might as well just put an ad in the newspaper and forget it exists. But if you’re armed with this information, you can rule the world (insert evil laugh here).
One of the greatest aspects of online marketing is the ability to target. If you do not utilise this aspect of online marketing, then you are wasting your time and your money. You may get some responses, but you are not optimising your opportunities.

Bonus: Not split testing.

Almost everything you do online can be split tested.
  • Keep the same ad copy and try a different image.
  • Keep the same image and try different ad copy or headline.
  • Test different locations for placing the ad.
  • Test different audiences
  • Different age groups
  • Different interests.

But always test, or change, one thing at a time. That way you know what it was that made the difference. If you change too many things, the data gets messy and useless.

Start broad, almost include everyone and then check the data after a few days or a week and then refine your ad and your targeting.

Always be split testing. Check the data, adjust the sails and sail into a successful online marketing campaign.

Set your goal, set your strategy, set what you’re going to test. Check the data, adjust what you need to and you’re on your way to seeing real results.

It’s not a microwave it’s a marathon.
Graham ~ Intell Marketing