Yes, I know that isn’t what you want to hear. Despite what many marketing professionals will have you believe, creating a Facebook account and Pinterest platform isn’t a magic bullet that will create instant success for your brand/business.
It is with complete transparency that I write this post, though it likely isn’t what you want to hear. Do not misunderstand the purpose of this post: Social Media Marketing (Facebook, Twitter, Pinterest, etc.) can generate monumental results that can change the course of an entire company. This can certainly be achieved – but not for every company – and unquestionably not without a high level of strategy.
Allow me to share a few key insights into the key distinguishing characteristics of companies that Social Media Marketing (SMM) does not perform properly for.
Key indicators that Social Media Marketing will NOT work for your company
1. Your company doesn’t have a clear plan for creating quality content.
Content is queen. It’s delivery mechanisms are queen. Without content, there is no point to social media marketing. Sales pitches with apparent value adds do not perform adequately on social media!
If you are unsure as to the types of content that will perform well on social media, here is a quick guide;
– Products or services that change lives
– Educational blog pieces
– Active work with charitable donations & non-profits
– Informational freebies – checklists, guides, ebooks
– Attractive images that illicit a response
– Videos that are emotionally charged (funny, poignant, aligns with movements)
2. You are unsure of your ideal client/customer.
If you are speaking to everyone, you are speaking to no one. By launching SMM campaigns before you have your ideal client in mind, you might as well be handing Facebook your company credit card!
It is essential to invest time into understanding the lifestyles of your clients. This includes their key demographics, household structures, as well as their interests and spending habits.
A master Social Media Strategist/Manger will understand how to target appropriately, maximizing impressions, clicks, engagement, and website traffic. Research, analytics, and surveys can be done by this individual in conjunction with any research your company has performed on your target market.
3. Social Media Marketing is your last and only resort.
Let’s say your company is a pet project that is slowly diminishing, or you don’t have any intentions of growing the company. Please, don’t begin running social media campaigns, hoping it will completely revitalize your brand.
Social Media Marketing is meant to be an accompaniment to a solid growth (or maintenance) plan. It will not single-handedly provide a bail out or turnaround for a failing company. If social media is the only area of strategy you plan on pursuing, it won’t be enough.
My recommendation is creating an all-inclusive strategy for your company.
Social Media Marketing, when used properly, can create opportunities and engagement with customers. Take these 3 guidelines into consideration to understand whether or not Social Media Marketing is right for your business!
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