So, you have your shiny new social media accounts and have started posting great content. You love everything about social media, and it seems to be going great, except it isn’t.
Today, we’re going to discuss 5 reasons why your startup social media marketing is not giving you the results you expect, and what you can do about it. Specifically, our solutions are geared towards small businesses and startups who have started their social media marketing less than a year ago.
There’s no doubt social media should be a part of your startup marketing strategy, no matter which industry you operate in. At the very least, social media can act as a showcase of your brand’s personality.
At the end of this article, you’ll have with you 5 solutions that you can apply immediately to help you bring better results and contribute more to your bottom line.
So let’s get started.
1. You don’t know what you want from social media
This might sound obvious, but trust me it’s not. Generally, whenever you think of getting results from social media marketing, you probably think of more likes and followers. But is it truly what you want? Or even better, is it truly what you need?
At Trigacy, we always keep our eye on the end goal. Sanity before vanity.
Though growth in social media likes and followers is a good indication that your you’re growing, that does not mean that you’ll get sustainable results from social media.
To ensure that you’re able to pay for your social media marketing, you need to ensure that you’re getting a positive ROI from it.
I’m not saying that the new sales you receive from social media channels is the only way to receive a positive ROI. For example, in our own case, as a social media management company, we use social media to show our creative expertise and maturity in content creation. So even though we don’t have millions of followers, we are able to convert prospects who simply look at our accounts want us to create similar content for them.
So you should ultimately focus on how you can get more customers through social media. Maybe you can focus on sharing your company’s content in your local network, run targeted ads, or just use social media to showcase your capability. But whatever you do, make sure it helps your bottomline.
2. You’re using the wrong social media channels
Though it’s true that all the different social media channels have their own benefits and a small business or startup should establish their presence on various channels, not every social network will work for you.
Not all social media channels are created equal and if you fail to understand the true purpose of a social network, you’ll be wasting your time with the wrong ones.
For example, there’s no point in promoting your heavy equipment manufacturing company on Instagram. Well, at least in the traditional sense of promotion. You can certainly use social media to share pictures of your team and company culture, but that won’t increase your orders.
So it’s important you understand which networks provide what value and choose the ones which align with your goals. There’s a lot of info available on the internet about which social networks to choose, depending on the nature of your business.
3. You’re using social media only to advertise your business
Yes, promoting your business on social media should be a part of your strategy, but using social media ONLY to promote your business will backfire. The truth is, no one really likes to be advertised. Well, at least unless you’re providing a 100% discount!
So you should use social media as a way to help people discover more about your products and services, share information that adds value to their life and provide support to your customers’ questions.
Your social media marketing should feel as if you really care about your customers and are trying to provide information that’ll help them. Just like this article.
4. You’re relying only on organic marketing
It’s no secret – most social media networks are now pay to play. Plus, with millions, actually billions of social media accounts already out there, your new profile is going to be lost in this sea of accounts.
So no matter how engaging and great content you share, you’ll have to give it a boost with paid ads to help your content reach more people.
As a small business owner or a startup founder, you probably will start your social media marketing with a small audience. That audience alone, which will primarily be your contacts, can’t sustain your growth for long. You’ll have to bring in new people by running paid ads on various networks like Facebook, Instagram or LinkedIn.
Though paid ads are not compulsory, they are a great way to make sure you’ll get the most out of your social media marketing.
5. You’re acting like a big brand – you’re not
I know you’re already aware of this, but let me say it again – you’re not a big company yet. You can’t look at social media marketing the same way big companies like Coca-Cola or Starbucks do. Your small business or startup will require a unique strategy.
Unlike the big boys, you won’t have popular celebrities or a big marketing team to promote your content. You’ll have to do it yourself.
So you’ll have to come up with creative ideas to promote yourself on social media. Not all your tactics will work and you’ll be limited by the opportunity you have, but that doesn’t mean you should stop trying.
Find ways to attract people from your local community or market to your social media accounts, provide discounts or offers, collaborate with local organisations, etc. Do whatever works in your particular case! Consistency is key.
So these were in my experience, the 5 biggest reasons your startup social media marketing is not giving you the results you expect and what you can do about it. Of course, there may be many more reasons why a startup’s social media marketing isn’t working, but these 5 are a good start to improve your marketing.
If you found these useful, please let me know in the comments below! Or if you have any tips or observations from your own social media marketing, I’d like to read about those in the comments as well. Cheers.