The Top 3 Reasons Social Media Marketing Falls Flat

Struggling with social media marketing?

Don't worry, you're not alone. In fact, “45% of social media marketers said they haven’t been able to show social media’s impact on their companies’ performance at all.”

Ouch.

So if that's what a group of Chief Marketing Officers are saying, don't feel bad if you aren't seeing the ROI you'd like to.

The fact is, social media marketing is complex. It's not simple. And it's different for every business and industry.

The good news is there's still hope. If you can figure out where you're going wrong, you can fix it.

And remember, success doesn't happen overnight. Those who are successful have failed.

But they didn't stop.

They analyzed, strategized, and kept moving forward.

It's time to take an honest look at your social media marketing. Here are the top three reasons social media marketing falls flat:

You’re not targeting your core audience

I think there’s the misconception that whatever you post on social media will bring about results.

Some brands get themselves in trouble when they post a hodgepodge of content with much of it being irrelevant to their core audience.

But at the heart of any successful marketing campaign, and especially social media, is a clear understanding of who your target audience is.

You need to zoom in on a specific segment of the population and create your campaign while catering to their needs and interests. No one else matters.

You’re too salesy

Right out of the gate, you’re thinking promote, promote, promote! If I just keep pushing my product/service down my followers’ throats, they’ll acquiesce and buy. It’s a numbers game!

But this is a terrible approach to have on social media, especially in the long run.

In its slideshow, Rallyverse talks about “the golden ratio for social media,” which is 30/60/10.

This means that 30 percent of what you post should be your own original content, 60 percent should be curated from relevant, external sources, and only 10 percent should be promotional.

While I think there’s a little wiggle room with these numbers, this is a great ratio to aim for.

Your campaign lacks consistency

Social media marketing is a marathon—not a sprint.

If you expect to see legitimate results, you’ve got to keep your foot on the gas pedal and not let up.

In order for your brand to stick, you’ll need to find at least some level of consistency with your social media marketing.

You need to keep at it.

If you’re persistent and consistent, the odds should eventually swing in your favor.