Junaid Ali Qureshi is a digital marketing specialist who has helped several businesses gain traffic, outperform competition and generate profitable leads. His current ventures include Elephantation, eLabelz, Smart Leads.ae, Progos Tech and eCig.
TOP 5 REASONS WHY YOUR SOCIAL MEDIA CAMPAIGN FAILED
Social media marketing is a bumpy road with lots of ups and downs. Those who venture must not be totally bashed once and for all by the downs, neither should they be deluged by triumphs. The most ideal path to be taken around social media marketing hurdles is long-term, patient planning, testing, and analysis.
However, we won’t solely rely on instinct in identifying the major problems accompanying such a vital brand marketing aspect . Rather, we will share the thoughts and findings of the top lead generation experts from branding agency Dubai. The following are the fundamental, yet reversible reasons why most social media campaigns fail:
1. Improper Audience Targeting
When we say social media marketing, the first social media channel that springs to mind is Facebook. And what sets apart Facebook from other marketing sites is its diverse and spectacular audience targeting. You are great loss if you’re not using Facebook’s audience targeting potentials to the fullest.
Not just Facebook, all social media marketing channels offer specific audience target and that for a reason! Sending emails or displaying promotional content to random uninterested audience labels your marketing attempts as ‘spams’. People who don’t need your product will not glance at your ads a second time, let alone click or convert. All the while you would spending sums upon sums of money on your campaigns. That said, we will leave you to do the math of profit and loss.
A lot of research goes into finding the best match of audience for your brand but for starters, find answers to the following questions:
- What problems does my brand solve?
- The demographics of the people with those problems
- What is the customer base of my market competitors?
2. Unintegrated Campaigns
Social media campaigns are supposed to be integrated across all social media channels. That means your Facebook, Instagram, Twitter, Snapchat, etc. content should be in total harmony. You show lack of planning and management by posting incoherent content across various channels.
On the other hand, marketing cohesively across all social media channels allows users to be met with a similar brand image regardless of which social media channel they find you through. However, you must keep in mind the different marketing tools and trends of each social media site and advertise your product and services accordingly.
Well integrated social media campaigns help set up an impressive online presence, build a strong online community around your brand, and earn revenue through multiple channels. So if you’re not succeeding in social media marketing check for maintenance and content coherence on all of your social media profiles.
3. Unconvincing Content
The ‘content’ of a social media marketing campaign is a vast canopying term and it is difficult to cover all facets of the topic under this article. But what can be told from past scrutiny of lots of social media campaigns is that they fail to produce and design content that interests their target audience.
All the posts and ads you created under content marketing, display ad marketing, etc. are lacking somewhere in relatedness with the target marketing or failing to compel them enough towards your product.
Fixing this terrifying phase your social media marketing is going through will require research into what content your competitors are producing, what really drives your target audience, and what combination of words and visuals portrays your brand at its best. That is so much to figure out and work on that expecting to get things right in the first try is a folly. Pick one aspect of your marketing, start analysing and experimenting with the titles, subtitles, images, colour palettes, CTA, image placement, etc. and you will notice lead generation your graph growing steeper in a matter of months!
4. Uninvested Landing Pages
Most people tend to forget that their social media marketing campaign simply doesn’t end at social media sites. The campaign leads to a landing page where the generated lead is further entertained to a variety of options, including the option to convert (purchase). Thus, this makes the landing page a crucial factor of your entire campaign.
Check your landing pages for the following features if you wish to make them well-invested in terms of appearance and purpose:
- Fulfill the promise made to the user on the social media ad
- Create a landing page coherent in design and appearance to the ad/content
- Minimize distractions on the landing page
- Include a clearly visible CTA button
- Before you CTA, remember to inform the user your brand specs and benefits
- Retarget interested users that left without taking a significant action
5. Lack of Analysis
The gist of successful social media marketing boils down to analysis. No amount of experts or articles can put your social media marketing campaigns on the right track if you are unwilling to test and try novel ideas and analysing user feedback and results concerning them.
Almost all social media sites come with analytical tools. For those which don’t offer extensive analytical tools, there are many outsourced software doing the same work or else, you can always set your own parameters and test manually your own metrics.
Image source: www.digitalstrategyconsulting.com
Whatever approach you take towards campaign analysis, remember to measure metrics that actually affect sales and that handling too many analytical factors simultaneously can confuse you rather than helping determine which strategies work best for your brand.