Tuesday, March 20, 2018
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Why Social Media Campaigns Fail and How to Recover

Social media campaigns are easier to execute than large-scale customer relations campaigns. If your business decides to get active on Twitter, Facebook, LinkedIn, or one of any other social media platforms out there, your goal is to reach out to consumers, offer them something of value, and generate leads. You may choose to promote useful information, ads, or giveaways. These campaign components should be designed to pique users’ interest and make them come back for more. If you’ve ever tested the waters with a social media campaign for your business, only to find it didn’t pay off the way you expected it to, consider the following explanations.
Your Objectives Were Not Clear
It seems obvious that the purpose of any social media campaign is designed to generate leads and to convert those leads into paying customers. However, visitors to your social media pages may interpret your message differently. Many businesses are active on social media, and it is not clear that they are selling something. Your customers might have assumed that you were simply building awareness for you and your brand. If the distinction between mere exposure and real calls to action was not made, it may not have clicked with users that they should have messaged you or picked up the phone and given you a call. If there were no clear calls to action at every stage of the buyer experience, the message may not have gotten through.

The Results of the Campaign Were Not Measured
This is a very common problem among those who are just getting started. A social media campaign cannot be effective if it is not measured. You need to establish what types of metrics will be appropriate to determine the success of your campaign. Comments, followers, and traffic quantities need to be considered. Otherwise, you will not know whether your campaign was successful.
You Didn’t Commit to Remarketing
“Remarketing” is a term that refers to your method of following up with prospective leads until they either drop out of your pipeline, or they buy a product or service. The majority of users who visit your social media page will not become customers at that time. But that doesn’t mean they won’t become customers at some time in the future. If you’re not keeping track of everyone who visits your page, you won’t have opportunities to follow up with them later. Actively pursuing leads over and over again is part and parcel of a social media campaign.
You Weren’t as Active as You Could’ve Been
You may have misinterpreted the amount of time required to take on a social media campaign. If you are spending only 10 minutes a day on your campaign, you’re doing something wrong. Your competition is corporations that employ teams of social media managers who work day and night. As such, people come to expect a certain level of commitment to posts, blogs, pins and messaging. On average, you should plan to spend around one hour a day developing your campaign. Of those sixty minutes, allocate around 15 minutes to engage with customers, 15 minutes to create and curate posts, 20 minutes to collect analytics, and 10 minutes for brainstorming new ideas for sourcing and content creation.
You Employed Traditional Advertising Strategies
Social media is about having conversations with users and about providing them with information and value. Traditional advertising methods, like the ones you see in newspapers, use phrases such as “Buy now!” and “Don’t wait!” They are pushy and less subtle than the type of conversations that are required for traditional social media participation. Sharing tidbits of information, such as pictures, infographics, “a day in the life,” or questions that stimulate conversation are more relevant ways to get involved in online sharing platforms.
Of course, committing to a digital marketing strategy can contribute to the phenomenon called “social media burnout.” If you’re not a marketer by trade, it’s easy to get overwhelmed. The key is to pace yourself. You want to be in the best position to deliver consistent, engaging content that is platform-appropriate, open for retargeting, and that uses metrics to measure whether success has taken place. With a little practice and motivation, you can be on your way to recovering from social media setbacks.