Why Social Media Doesn’t Work For You

So why is it that social media doesn’t work for you or your business?

Many people will answer this question in different ways.

“Yes we started posting on our Facebook page but nothing really happened”

or

“We had a professional take the photos of our food and that really made our Instagram explode!”

or

“My business just isn’t suitable for social media”

or

“We tried social media but it wasn’t making any difference to our overall sales”

or

“Snap what?“

Do any of these sound familiar?

There are a lot of business owners that have poured many hours and hundreds (if not thousands) of dollars into social media marketing and advertising. You are most likely one of them.

For some, dabbling in social media for business will have been a great success and for others an apparent waste of time and money.

Let’s take a closer look at why social media doesn’t work for your business.

Marketing vs Sales

First off, we need to clear on one thing.

Marketing and Sales are two VERY different things.

People often consider these ‘same same’.

And who can blame them?

How often do you hear the job title, Sales and Marketing Manager!

But let’s break them down to their core functions.

Marketing, according to the Business Dictionary, is the process through which goods and services move from concept to customer.

This includes four elements in the ‘P’s of marketing’ including identification of the product, it’s price, place and promotion.

Notice it doesn’t mention anything about selling?

Sales, on the other hand, is the activity or business of selling products or services.

This is where you might have run into trouble in the past with social media ‘not working’.

Many people expect that because they are posting content to social media that it should automatically convert into sales.

However, as we now know, it’s a two step process.

Great marketing will gain people’s attention.

It will give you the eyeballs you need in order to start the sales process.

Marketing and Sales are often combined because they need each other but remember that they both have different functions within a business.

Consistency

Consistency, Consistency, Consistency.

One of the biggest reasons that social media doesn’t convert is due to the frequency of posting.

Putting a link to your blog or sales page on Facebook Monday morning and then not posting for the rest of the week is not a winning strategy.

This is compounded when you are dealing with platforms that require a higher post frequency in general.

In order for your content to be seen by more people, you need to post frequently and consistently.

You will also build a greater relationship with your existing followers because they will have regular content to consume and won’t go looking elsewhere!

Repurposing Content

How many times have you scrolled past a quote image in your Facebook feed?

Chances are you didn’t even notice!

That is because certain content performs better on different platforms.

Quote images are tired and true for Instagram but not so much for the fast pace, video first world of Facebook.

Repurposing content is a great way to increase the volume of content at your disposal.

The mistake many people make through is to simply blast the same piece to all their platforms and hope it sticks!

An example of repurposing content is to take that quote image (the quote you took from the blog post you just wrote) and post it to Instagram.

Then record a 30 second to 3 minute video explaining more about the quote or referencing the blog article you wrote and upload to Facebook.

This way, you have created content from the same origin or concept and adapted it to each individual platform.

Playing It Safe

One of the greatest things about social media is that so many people use it on a daily basis.

On the other hand, that means that there are more people out there trying to reach the same people you are.

That means that if your content and social media strategy is boarding on the ‘safe’ (boring) side, people will not notice it.

We are bombarded with more than 5,000 ads per day in Australia and that means serious competition for eyeballs.

Thinking of ways to make your content stand out from the crowd is an important step in creating engaging social media profiles.

Prioritisation

Another reason for social media not working for your business is because it hasn’t been made a priority.

Let’s take accounting for example. If you only paid your employees when you had a spare second or never completed your BAS (business activity statement), your business would be in trouble.

It is the same with social media. Unless it is made a priority in our business, it will not perform to the expectations that you might have.

Want More?

I recently wrote an article, ‘How small business owners can find time for social media’.

I listed a number of ways to help you manage an effective social media presence for your business, even when you are already time poor!

Still Want More?

Feel free to contact me at any stage!

I am more than willing to personally help you create an effective social media strategy for your business.

Email me anytime and if needed, we can even setup a call or video chat to get you sorted!