The missing link: Exploring the reasons why many businesses fail to scale their social media engagement
In today's digital era, having a strong social media presence is crucial for businesses of all sizes. However, after the initial excitement of setting up accounts and creating content, many businesses struggle to maintain engagement and growth on their social media platforms.
While every business strives to have a social media presence, the majority of them wane out. It's interesting to see that when some basic questions are asked, there is not a clear answer from the majority. In this article, we will delve into the underlying reasons why many businesses fail to build a great social media presence. And we will also explore the missing link that hinders their success.
Here are some questions we will cover in the article:
Image by Gerd Altmann from Pixabay
What’s the objective of your social media presence?
It's important to note that not all businesses need to have a presence on social media. Some businesses, especially those that are not dependent on the internet, may not see a significant benefit from having a social media presence. In such cases, it's important for businesses to weigh the costs and benefits of having a social media presence and determine whether it's worth investing resources into it. If a social media presence is not going to drive business objectives, it's better to focus on other channels that will.
However, if you do decide to have a presence on social media, it's important to understand why you're there and what you want to achieve. This is where setting clear objectives come in.
Why is it important to set clear objectives?
Without clear objectives, it can be hard to determine the most effective approach for using social media to achieve your business goals. For example, if your main objective is to increase brand awareness, your strategy will likely be different than generating leads and sales.
Furthermore, by setting clear objectives, you can measure the effectiveness of your efforts. Yes, this means you can track your progress, determine what is working and what isn't, and make data-driven decisions on how to improve and optimize your strategy. Setting clear objectives also helps to avoid falling for the FOMO on social media trends that may not be relevant to your business goals.
Which is your social media platform?
Well, who isn't aware of Facebook, Instagram, Twitter, and LinkedIn? They have indeed become an integral part of modern life, providing us with everything we need: funny memes, breaking news, stories, and the chance to stay in touch with our friends around the globe. However, when it comes to choosing the right social media platform for your business, it's not just about being on the most popular platforms but about being on the platform that is most relevant to your audience and your business goals. It's important to understand that not all platforms are created equal. The platform you choose will depend on the audience you're trying to reach and the goals you're trying to achieve.
Each platform has its unique audience and features, and it's essential to determine which one is best suited for your business. For example, if your target audience is primarily B2B, then LinkedIn may be the best choice as it is geared towards professional networking and business-related content.
On the other hand, if you are a fashion brand and your target audience is younger and more visually driven, Instagram may be the better choice. By determining the right platform, you can ensure that you're reaching the right audience and making the most out of the platform's features to achieve your business goals.
Why is it important to determine the right social media platform?
Reaching the right audience: By determining the right social media platform, you can ensure you're reaching the right audience. This can boost the effectiveness of your campaign and improve your ROI.
Cost-effective: Choosing the right social media platform can also help minimize your costs. By reaching the right audience, you can avoid ineffective advertising or marketing efforts.
Better engagement: When you reach the right audience on the right platform, you are more likely to get better engagement and interaction with your content. This can help to build brand loyalty and increase brand awareness.
Better targeting: By using the right social media platform, you can take advantage of the platform's targeting options to reach a specific audience. For example, LinkedIn, Meta, and Twitter allow you to target the right users using specialized tools.
Better monitoring and analysis: By choosing the right platform, you can also optimize the platform's analytics tools to track your progress and measure the effectiveness of your efforts.
What’s your social media strategy?
A social media strategy is essential for any company's marketing plan. You can easily find some common strategies on the internet. One of the most common approaches is to schedule campaigns around holidays, celebrations, and local/national/international events. This can help in increasing engagement and reaching a wider audience. However, to truly stand out from your competitors, you need to go deeper than just scheduling campaigns.
In-depth research, marketing strategies, campaigns with AR & AI updating, etc., are all important elements of a comprehensive social media strategy. By conducting research, you can gain a better understanding of your audience, competitor strategies, and trends that will help you to make effective campaign strategies. Utilizing the latest technologies, such as AR and AI, can help to make your campaigns more engaging and interactive.
How’s the response management?
Response management is the process of monitoring, managing, and responding to customer inquiries and feedback on social media platforms. It is a critical aspect of any social media campaign as it directly impacts the success of the campaign and the reputation of the brand.
An effective response management strategy requires a dedicated agency that can stay aligned with the client's needs and expectations. By monitoring and responding to customer inquiries in a timely and professional manner, an agency can help generate leads, increase sales, and attract prospective clients.
In 2023, the implementation of new AI tools in social media platforms will change the response management landscape
Some of the key benefits of these tools include:
Quick response: With the help of AI, marketing agencies can quickly respond to customer inquiries and feedback.
Chatbot integration: AI-powered chatbots can be integrated with social media platforms to provide instant replies to customer inquiries. This can help to improve the customer experience and reduce response time.
Personalized responses: AI tools can help personalize responses to customer inquiries based on the customer's history and preferences, improving the effectiveness of the response.
Predictive analytics: AI tools can help to analyze customer interactions and predict future customer needs, which can help agencies proactively address potential issues before they become problems.
Cost-effective: AI tools can help automate repetitive tasks, which in turn, help reduce the cost of response management and increase efficiency.
At MarkWay, we've helped our clients build a strong social media presence and generate thousands of leads. If you wish to learn more or schedule a free consultation call, you can reach us at info@themarkway.com.
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