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.