Why You’re Not Seeing Results From Social Media
I once went to a conference for entrepreneurs where Gary Vaynerchuk was the lead speaker. When asked the question “How do I get a company to understand how important social media is?” His response was one that I to this day live by. He said:
“Do not work with a company that doesn’t understand the importance of social media or digital marketing. Apologize to them for not realizing that they didn’t want to be around in 5 years and walk away.”
I wholeheartedly believe in this statement. Although I understand that social media can be a foreign subject to people, the most important thing when working with a client to me is that they at the very least see that social media is the way of the world, and in 5 years if you’re not there, you will be worlds behind your competition. That all being said, many people don’t seem to get social media right. And when many people don’t see a return, they give up instead of wondering what they could do to fix it. Here are some things you may be doing wrong:
1. You don’t have a written strategy:
I can’t stress enough how important having a written strategy helps. Otherwise, you are shooting in the dark and of COURSE you aren’t seeing results! You have no plan being followed that generates results.
2. You think social media should work immediately – and when it doesn’t you give up.
Although social media feels like a sprint, it is definitely a marathon. You can’t expect to have a huge return after just 1 month – Especially if you’re a company with slow and fast seasons. Slowly grow a loyal client base, and make a plan a year out to compare the difference. I guarantee if done right, you’ll see a world of difference in 1 year.
3. You aren’t engaging with people the right way
You can’t promote yourself and only yourself 24/7. You need to talk about things people want to talk about, and engage with the trends in your area.
4. You aren’t posting anything personal
You need to be personal online. If you’re a sports bar, engage with people about sports and let them know what games you play and what specials you have when you do. If you’re an insurance broker, talk about managing risk and give your clients helpful tips to save themselves from a claim. Make people feel like you’re out to help them, and they will want to not only follow you, but also use your company when they need it.
5. You aren’t using the right social networks.
Although I truly believe social media can help 99% of the companies out there, there is a time and a place for every company. If you’re a bar or restaurant, you should be looking at Instagram as an option. If you are a law firm, Instagram is definitely not the first place I would go. Know your audience, and go where they are. 6. You aren’t spending money on ads
If you are spending less a day on your marketing than you do on coffee, chances are you’re doing it wrong. These days, you can target your direct demographic with ads, instead of aimlessly handing out flyers. Want to reach males between the ages of 20-40 who love sports? Easy – and ultimately inexpensive. Work out how much money you’re willing to spend, and how many clients you need to obtain in order to be happy with the budget.
7. You don’t have a social media professional running your accounts
This is, in my opinion, the second most important after having a strategy. Chances are, having your youngest staff member run your social media accounts is not going to give you the return a professional will. It’s like getting someone who likes cars and has a car, but has never been trained to actually fix cars, to fix your engine. Aside from the obvious fact that professionals actually know what they’re doing to generate revenue, there can be disasters that a non-professional would not know how to handle. i.e. bad publicity, posting the wrong content, or even saying something that they shouldn’t say that causes backlash. Unless they are trained, they will have no idea what to do, and what tactics to use to get a real return.
Until next time