Why is my Social Media Marketing Not Working?

Why Your Social Media Marketing Isn't Working

At this point, in 2017, everyone knows they need to be utilizing social media marketing for their business. You know that you should keep your social media pages up to date but you often struggle with turning your social media feeds into paying customers/clients.

If you’re wondering why the sales are not coming from your social media marketing, I have a few ideas to share with you.

1. You’re relying on organic reach for your Facebook business page.

Facebook particularly provides a very small percentage of organic reach for business pages– only 3% last time I checked. Meaning that barely anyone sees your posts! This isn’t the end of the world but you need to be aware of “the problem” to fix it.

Important note here: Facebook is not a villain for the 3% organic reach. They have to select the most relevant pieces of content for the end user because it’s literally impossible for us to take in every single post our friends and our liked pages share every day.

Want to test this theory? Go to your personal page and scroll to the part of your profile that shows how many friends you have. Note the number. Then, scroll to the part of your profile that shows how many pages you’ve liked. Note that number as well. Imagine each friend and page posted once per day. How many posts would that be? How long would you have to stare at your phone to get it all? Too long. Facebook has to curate so you’re not staring at your phone all day, scrolling past irrelevant posts to find the important ones. [link]

What to do instead:

I recommend keeping your FB Business page current, but I wouldn’t rely on it for potential clients unless you’ve employed a Facebook ad strategy. Focus on creating/curating “share-worthy” content for your page so that your reach has the best chance in expanding. Also, interact with other pages on Facebook to expand your page’s reach overall. Social Media Marketing is about creating shareable content.

2. You’re being affected by the new Instagram algorithm.

The algorithms strike again! Let’s not get worked up here, either. Algorithms are a necessary part larger platforms like this. So much content being published every second that the people who follow 500+ accounts can’t possibly be seeing it all. Instagram needs to employ the algorithm to keep the app-browsing as enjoyable as possible for everyone.

With the new updates, posts that have the most instant engagement are ranked higher. This means that if a user follows your IG account and another IG account with 50,000 followers, the larger IG account’s post will likely rank above your post. The larger IG account can have several hundred likes within a few seconds because their audience is so much larger. This is not true all of the time but it’s true most of the time.

What to do instead:

Use Instagram to engage with other accounts. Specifically, get connected and build relationships with your target customers. Use it as a place to network with peers or complementary business owners. Get plugged into the community feel of Instagram and you’ll do well! Social media marketing is about connecting with your peeps wherever they are.

3. You’re using all social media the same.

People use different social media platforms for different purposes. If you’re syndicating the same content in the same format across all platforms, you’re largely missing out on engaging your fanbase. Think about this: Do you use Pinterest (as a user, not as a business) the same way you use Instagram? Or do you use Facebook the same way you use Snapchat? No, right?

What to do instead:

Each social media platform caters to a certain purpose. Pinterest is for planning, dreaming and collective ideas for future or current shopping. Facebook is for keeping up with friends and sharing funny/cute memes. Instagram is all about visual storytelling and behind-the-scenes sneak peaks. Snapchat is for fun and silly blips of of your life. These platforms are all different. Social media marketing is about creating targeted and relevant marketing for your customers.

What’s the point?

Social media marketing is a marathon, not a sprint. It is not like mass marketing in that most of the benefits come from listening and one-on-one engagement rather than speaking. The most important thing I can tell you is that it’s better to jump into an active conversation on a topic related to your business than it is to start a new conversation on it. Be on social media to support, engage and connect with your future customers/clients. It will serve you better than repeatedly talking at them about your business.

 

Business Transformation Bootcamp Kicks off 2/1!

Ready to jump into the 4 week Business Transformation Bootcamp? Click here to buy your ticket! 

—–

🌟🌟🌟If you actually go for it, 100% go for it and choose growth over comfort over and over, NOTHING can stop you. I promise.🌟🌟🌟

You cannot grow and stay the same.
You cannot get things you’ve never had if you’re not willing to do things you’ve never done.
You cannot expect new results if you are not willing to break the pattern.
 
This is more important than strategy, than marketing, than even the quality of your product.
This is about growth. This is about expanding into new territory. This is about accomplishing GIANT AND AUDACIOUS goals. The goals you’re intentionally ignoring or pretending you’ve forgotten about. This is about playing your very important (irreplaceable) part in this world.
 
Sounds grandiose, doesn’t it?
Sounds dramatic, doesn’t it?
 

Just go with me, okay?

 
For a few minutes, believe that you are a force for good in the world. Imagine that you have everything you need and more. Imagine that you have all $5,000,000 sitting in your checking account. Don’t think about how it got there, just visualize it.
 
Then think about what you would do with that money. Think about what you could change in the world (or the country). Think about how much you would donate to your favorite causes. Think about how much leverage you would have to help your family, your friends.
 
Do you see what amazing things could come if you would just commit to your growth?
 
Do you see that if you actually WENT for it and held nothing back, you could make the world a better place?
 
Even selling art?
Even selling products made by someone else?
Even selling your thoughts?

Do you see that if you would just commit to your success, you would be unstoppable?

Now, I know what you’re probably thinking-
 
“But, there’s risk, Nannette. I can’t just GO for it because I have kids and a family to take care of. I can’t go all in because having a plan b is important. I can’t commit to my success because I could fail.”
 
These are all reasonable thoughts but the reasoning is BROKEN. This reasoning is keeping you stuck. This reasoning is holding you back. This reasoning is making you FAIL before you really start! It’s self-fulfilling.
 
And it’s bullshit.
Sorry, but it is.
Wanna know why?

TRUE GROWTH (Personal AND Business) IS IMPOSSIBLE WITHOUT RISK.

You cannot have growth without risk. They are mutually exclusive.
You cannot reach the next step without raising your foot and moving it to the next one.
 
So, what are you committed to?
 
Your growth (risk included)?
Or your comfort (failure included)?
 
If it’s your comfort, that’s totally fine. But just re-frame your expectations. You’re going to be VERY frustrated with your business if you want growth but are committed to comfort. If you want comfort, do not rely on your business for substantial income. Do it casually, on the side, and keep it fun.
 

However, if you are committed to your growth, here is what you can expect:

 
🔘 You will feel fear. It’s loud and it will do EVERYTHING in it’s power to prevent you from taking the next logical step. You must decide over and over that you are committed to your growth because fear’s main purpose is to keep you safe and comfortable.
 
🔘 You will feel empowerment. It’s electric and can motivate you in the middle of the night to work your ASS off.
 
🔘 You will flip-flop between those two feelings over and over. That’s normal. You’re changing a major pattern in your life and it will take a minute to stick.
 

So, are you ready to pledge your allegiance to growth over comfort?

I highly recommend you consider my upcoming Business Transformation Bootcamp- where we cover entrepreneurial mindset, defining your niche instead of allowing yourself to be defined by it, brand messaging for creating social media content, videos and blogs, AND creating a marketing plan.
 
It’s me, giving you everything I’ve got over the span of 4 weeks with live video training, live Q&A’s, manageable daily prompts and worksheets!
 
You receive lifetime access to all this via a secret Facebook group full of other people committed to growth as well. And the price? Well, it’s outrageously low. It’s $123 until 1/31 because early bird gets the deal. After that, it’s $197. Ready to jump in with two feet? The link to save your seat is HERE! 
 
 
 

Brand Reps 101

Brand Reps 101

One way to get your products in front of more people (which leads to more sales) is to connect with a blogger or a popular Instagram account that specializes in representing small business brands.

You as a shop owner can partner with people to deem them either a brand rep, a brand model, or a brand enthusiast/ambassador. I will start by saying that there’s a whole subculture of reps on Instagram. In my research, I found hundreds of accounts dedicated to promoting Etsy shops. I also found that the reps are MOSTLY dedicated to promoting kid’s clothing brands. I would say 99% of what I found was specific for that niche of kid-related items but don’t let it dismay you if you are not in that niche. I have also seen a few reps promoting adult clothing brands, decor brands and personalized product brands.

The thing to remember is that if you don’t ask, the answer is always no.

Let’s jump into understanding the beautiful world of brand reps, models and enthusiasts.

What is the difference between a brand rep, a brand model and a brand enthusiast?

This is one of the topics I spend over an hour talking about in my upcoming 8 week intensive group coaching program but I can talk about it briefly here. There are a few things you need to know right off the bat.

A brand rep receives your products for free in exchange for professional photography and promotional links back to your shop. They post on Instagram or their blog about your product. You can also pay them a pre-set amount but this depends on your deal.

A brand model receives your products for free, photographs them and then returns the products and the photographs to you. They are under no obligation to share those posts on social media. You pay them a fee for the photographs as well.

A brand enthusiast/ambassador PAYS for their products (usually at an awesome discount but never below wholesale) and then posts their photos on their blog or Instagram. They also gush about your brand on their account. You can create a special discount code for the customers they refer to you or set up a simple affiliate program. Shopify and Gumroad both have easy affiliate program set ups if that’s the route you want to take.

**NOTE** If they are making money via payment or affiliate and/or receiving free product, they must state (according to FTC rules) that the post is sponsored. This should be included in the caption in some way.

**NOTE** It is customary but not necessary to give the rep a code to share with followers/friends/family. Like a 10-15% off. This code is great way to track what rep is bringing in the most business. Some shops keep a point system, and if a rep’s code brings in X amount of revenue, the rep receives X amount of shop credit. The value for X is totally up to the shop owner (you!)

**NOTE** Last one, promise. Sometimes shops have their own definitions of a rep, ambassador, enthusiast, model, etc. Make sure you are clear when explaining what exactly you’re looking for in a rep and do not assume that the terminology is enough.

Finding a brand representative on Instagram

From this point through the rest of the post, I will only use the word “brand rep” but it can also apply to models and ambassadors.

You can secure a brand rep/model/enthusiast by putting up an image on Instagram stating that you’re looking for reps. You can use Photoshop or any graphic creation app (I love WordSwag but it’s not free). I also recommend you use these hashtags:

  • #brandrepsearch
  • #brandrep
  • #brandenthusiast
  • #brandreppin
  • #brandrepping

These were the hashtags that yielded the most results on Instagram.

In the caption of your post, you want to include who you’re looking for and what’s expected of your brand representative. Then, the interested parties would “apply” by reposting the picture and tagging your shop in it. You can see the obvious increase in viewership this produces even at this stage. You can select one or multiple (after screening them and communicating with them privately.)

I personally love the way RVDesigns and Aria Raine & Co. are both running their current searches. I recommend you see their various styles you can see their images and calls to action. Some people do short searches and some people do long term searches but I’ve seen 1-2 weeks as the average length in search in all my research.

Do you want to be an Inchworm Alley Brand Badass-ador? We are holding a Brand Rep and Enthusiast search! We’re looking for babies up to 12 months old who love our brand and want to promote our gear (unassisted sitting and standing is preferred). Moms and dads with sweet photography skills, a love for social media and a joy for snapping their little wildlings are welcome. How to enter: 1. Follow us on Instagram – @rvdesignsinc 2. Repost this pic with #inchwormalleyarmy and #brandrepsearch (do not tag @rvdesignsinc). Tell us about your babe – name, age, location and why you want to be part of our team. 3. Hashtag a max of 3 pics taken within the last 30 days from your feed with #inchwormalleyarmy. No collages with other searches, please. 4. Not required but consider tagging a few buds who may be interested in our Brand Rep and Enthusiast search. 5. No DMs or emails. Please be aware if you send a DM, you will be disqualified. Brand Reps will receive free apparel (2-4+ styles per month), after their mandatory monthly purchase. Brand Reps and Enthusiasts will receive a 30% discount and will be required to purchase at least one item per month. In exchange, you will provide high quality, crisp, unfiltered images with excellent lighting and a creative or minimal feel that make our apparel *pop*, as well as regular promotion of our products and engagement on your feed. Brand Enthusiasts may also be provided with free items after the first month. Reps and enthusiasts will also be featured on our website and other social networks and by entering our search, you agree to have your pics posted on these platforms. Search will run until Friday, July 1, 2016. Term runs from July 1, 2016 to September 30, 2016. Search is open worldwide (international shipping fees apply to deliveries outside of the US). #brandrepsearch #brandrep #brandreps #repsearch #babyfashion #toddlerfashion #babystyle #toddlerstyle #brandrepsearches #brand_rep_searches #brandenthusiastsearch #brandenthusiast #RVapproves

A photo posted by RVDesigns (@rvdesignsinc) on

✨It’s that time again, ya’ll! ✨ We are ready for our summer brand rep, enthusiast and fan search!! My first team was unbelievable and I can’t thank them enough for everything they did to help grow my shop in just a short period of time! I’m so excited for all the new things to come this summer and can’t wait to get the summer term started! Interested in being on #teamariarayne? ✨ HOW TO ENTER: – LIKE this photo & follow me @ariarayne_andco – TAG 3 friends below that might be interested in our shop! – SHARE this photo on your page & tell us a little about your babe (age, location, why you would be a perfect fit for our team), use #ariaraynesummerteam and #brandrepsearch & then tag us IN the photo. THIS IS YOUR ENTRY! -Use #ariaraynesummerteam on ONLY 3 recent photos of your babe(s). ✨ DETAILS -Search will run from 6/08-6/29 and the new team will be announced on 6/30! The Summer Term will start on July 1st and end on October 1st. -Fans will receive a generous discount & only be required to make one purchase during the three month term – this position is great for you newbies that are just starting out in the brand rep world. There is also room for promotion at the end of your term!! -Enthusiasts will receive a generous discount and will be required to make 3 purchases. Promotion will also be a possibility at the end of the term. -Reps will receive 2-3 free bows per month in exchange for clear, high quality photos. Reps will also receive a discount for any additional purchases they would like to make during the term. -Reps, Enthusiasts & Fans will all receive a friends & family code to share with their followers! ✨ REQUIREMENTS -All profiles MUST be public during search. Private accounts will only be considered if you have a good following. -There is no age limit. Newborn to momma are all welcome! -At this time, search is only open to US residents only. ✨ As always, this is not a cute baby contest. I’m truly looking for people that have a love for our brand and are willing to help us grow! We want clear, well styled, high quality photos. I have absolutely no idea how many of each I will be selecting yet! I can’t wait to see all these adorable entries!!!💕🎉

A photo posted by aria rayne & co (@ariarayne_andco) on

 

If you’re ready to get started on your Brand Rep Search journey but feel overwhelmed with the search post, don’t you worry!

I’ve written up a Sample Brand Rep Search Script to assist your in your brand rep search on Instagram! Get it now by entering your email below. It will be delivered directly into your inbox.


Once you’ve selected your reps, I recommend you move the conversation to email because Direct Messages in Instagram can be deleted very easily (just swiping) and you want to make sure you send a simple contract (as a .pdf or .docx file) which you cannot do through Instagram.

Finding a brand representative in the Blogosphere

This is a little less straightforward and requires a bit more research but can potentially lead to even bigger conversions depending on the engagement the blogger receives regularly. This situation would entail you searching for bloggers that share a mutual target audience with you and then reaching out to them to see if:

  1. They’d be interested in representing your brand.
  2. They have an engaged following.
  3. They are awesome photographers.
  4. They get steady views on their site. (I use this website to check views but it’s also available as an extension for the Chrome browser.)

You want to make sure the relationship is mutually beneficial and that you screen them well. Set up a contract and make sure everyone agrees to the terms before sending any (even discounted) product their way

Here are a few tips for your initial outreach:

  1. Introduce yourself in one or two sentences. Keep it brief but descriptive.
  2. Tell them what you like about their account (without relating it back to your products).
  3. Tell them that you’d love to have them represent as the face of your brand and ask for their email address to continue the conversation. Some may prefer chatting by phone but an email address is still crucial for record keeping and file sending.
  4. Be aware that they may have never heard of the concept of the brand rep and might need a little more explanation.

This post is probably my longest post ever on this blog so I appreciate you reading it through. I’m really excited to support you more should you be selected to join my group coaching program.

It’s the Hobby to Business 8 Week Intensive.

An 8 week long group coaching program that will meet weekly (live in a private online group) to cover these topics:

Week 1- Target Audience and Branding

Week 2- Planning your Social Media Content

Week 3- Setting up Shop, Taxes & Shipping

Week 4- Business Plan Workshop

Week 5- Email Marketing 101 (& why everyone needs to be doing it)

Week 6- Using Facebook and Pinterest Ads

Week 7- Additional Streams of Income for Your Business

Week 8- Collaboration and Joint Ventures

The doors aren’t open yet but you can get on the waitlist to be notified as details are revealed.

3 Ways to Use Facebook to Grow Your Business

Everyone knows that Facebook is a great way to grown and maintain your business but not everyone goes about it the right way. Success in any business (but especially handmade) is contingent on strong relationships and your ability to form them. Facebook is built to facilitate relationships so that’s really handy. There are some other ways to use the features of Facebook to grow your business. I’ve listed some here.

1. Create a Facebook business page.

Why? It’s a central hub for your fans for find you. It’s crucial that you do all your business related communications from a business page. Facebook is very particular about this. It’s best to use it like a billboard. Post relevant but non-salesy posts. It’s important to check with the social media compliance rules in your company.
Bonus Tip: When choosing the communications for this Facebook page, make sure that your readers know YOU a little better after viewing it. It’s great to talk about your products but what makes you stand out is your ability to share content that your ideal customer would love!

2. Create a Facebook group for your loyal customers.

Why? It creates a space for your raving fans to find social proof. They love what you do and so do all the other people in the group. It’s validating and makes your customers feel like a part of something special. If you don’t have loyal customers yet, add your regular customers and post challenges/games that will keep them active. The name of the game here is engagement. The more engagement in the group, the more mental advertising space you and your company hold.
Bonus Tip: Host giveaways within your group that are creative and fun. Again, branding is key here. And don’t add anyone without their permission. Share the link with your customers.

3. Use Facebook Ads.

This one requires cash but can have some of the biggest results. You can make ads to attract new customers or you can target your current fans to become top of mind again. You’ll be surprised at how easy this can be but start with a very small budget and use what you know about your ideal customer to craft the perfect audience for your ad.

Bonus Tip: Might sound like a broken record here, but remaining on brand is the best way to really connect with your customers. Make sure that you’re using the same color palette that your products and website have. This will set off a trigger in your customer’s mind because they remember seeing that color combination before.

These are just three ways to use Facebook to grow your business.
-Nannette