A successful social media marketing campaign is a great way to extend your company’s reach and grow your business in a cost-effective way. However, ensuring the success of your campaign is not as simple as pouring money into the operation. Careful consideration is the key difference between a successful campaign and a sinkhole that gobbles up your business’ resources. There are a couple of things you should keep in mind to avoid wasting valuable company assets. Here are a few ways through which you can prevent the failure of your social media marketing campaign.
Pay Attention to the Data
Data drives all sorts of social media marketing. To ensure the success of your campaign, pay special attention to the data, and use a data analytics program. This provides you with key insights into understanding your target audience better. In addition, you determine how they interact with your content. Pay attention to the feedback and use it to tweak your campaign and make it more effective. The right analytics tool for you depends on the social platform(s) you are executing the campaign on, as well as the demographic you are targeting.
Understand your Target Audience
This might seem like common sense, but a leading cause of failed social media marketing campaigns is misunderstanding the target market. Your target audience determines the social platform you should select to carry out your marketing campaign. Thus, you should have a clear understanding of your audience and the platform they prefer before tailoring your campaign to that platform. If you are a game developer looking to promote your latest game, choose a platform like Twitch or Mixer to launch your marketing campaign. If you are a company geared towards manufacturing products for the youth, a platform like TikTok is your best bet.
Talking about Yourself
Another major cause of failure for many social media marketing campaigns is talking too much about you or your company, and not enough about your target audience. Not only is this not beneficial to your organization, but it may also actually be counterproductive and turn potential customers away from your business.
Try to create more content that is useful for your consumers. This type of content should form the majority of your organization’s overall content. The rest can be promotional content for your business. Remember, less is more with social media marketing.
Long or Boring Content
Your content should always be short and sweet. Try to keep it as concise as possible without compromising the clarity. Modern technologies such as smartphones, the internet, social media, and messaging apps have drastically reduced the average human attention span. With every aspect of technology contending for the attention of users around the world, it is extremely important to keep your article interesting enough to compel the viewer to keep watching (or reading) instead of switching to another activity for instant gratification.
However, no one can argue the authoritativeness and perceived legitimacy of a detailed article. To keep viewers engaged with your content, try to keep your content just long enough to convey the message effectively, but skip out the boring or unnecessary details. You can even choose to mention all of the crucial details in the article itself, and add the additional details in the footnotes or a different article for those who want to know more.
Not Having the Right Attitude
When you launch a marketing campaign on any social platform, you are signaling to your audience that you are ready to engage with them. Thus, it is extremely important to respond to your client’s comments and feedback on your post, good or bad. Not responding to these shows that you do not care about your customers and this paints your business in a bad light.
Social media marketing is very different from other forms of marketing. Keeping things fun and relatable is crucial to keeping your campaign afloat. Humor goes a long way in this regard. The Twitter account for Wendy’s is an exceptional example of this fact. Their funny responses to tweets have found their way to additional articles around the internet, which spells free marketing for the company.
