No entrepreneur’s first social media branding campaign is perfect. Even the most experienced entrepreneurs and marketers occasionally miscalculate. Some set the wrong objectives or target the wrong platform. Others underestimate the importance of stating their social mission. As a result, their social media branding campaign falls apart until they have data to make more informed decisions.
So, what do you do if your social media campaign does not deliver the expected results? The first instinct may be to abandon your strategy and invest your time and resources in developing a new one.
Yet, most of the time, when the numbers demonstrate that your campaign isn’t performing as well as you hoped, there’s something you can do. Making clever strategic decisions can save the day and your social media branding efforts.
If you don’t want to abandon your social media branding strategy altogether, check out these ten common mistakes and ways to avoid them.
1. Failing to identify objectives
Many social media branding strategies are destined to fail because marketers decide to use social media to drive bottom-of-the-funnel metrics (like conversions, sales, downloads, etc.)
Social media content is perfect to attract prospective customers at the top of the sales funnel. In the meantime, more personalized content (like free trials, a beautiful logo, consultations, discounts, and special offers) is proven to be effective in targeting bottom-funnel leads.
Identifying and focusing on the right objectives is the first step towards recovering a poorly performing social media campaign. While it’s quite challenging to impact bottom-of-the-funnel metrics with your social media efforts alone, you can target the following top-of-the-funnel objectives and metrics.
Targeting a generic audience is the first instinct of many marketers and entrepreneurs. This approach is based on some logic (after all, you’ll be targeting a larger number of people). Yet, targeting smaller audiences with more relevant content proves to be more effective.
Your messaging and content seem to be in place. However, your engagement numbers are dropping? The problem may be rooted in targeting the wrong audience. The best solution is reevaluating your strategy, identifying the right audience, and retargeting.
To make smart social media branding decisions, you must understand the needs and expectations of your target audience. Also, you should be able to correctly identify and address the audience's pain points and knowledge gaps.
Conducting A/B testing is another way to save your social media branding strategy. By understanding which types of content work best with your audience, you can adjust your branding strategy to deliver more user-oriented and personalized experiences.
A/B testing (a.k.a. split testing) refers to the research method that allows you to test different content pieces to identify which content resonates better with your audience.
First, you need to divide your audience into two random groups of people and show different pieces of content to each group. The content you share can be completely different (a video piece vs. an image) or have slight differences (title, fonts, or wording).
Then, you compare the responses of each group. This will help you identify content pieces that are more effective based on previously defined metrics and objectives.
If you want to get unbiased and accurate results, you cannot test multiple variations at a time. This means that you cannot test different titles or visuals altogether. If you want to test multiple elements, you’ll need to run multiple A/B tests.
Focusing on the wrong platform is another social media blunder that can ruin your social media branding strategy. This goes back to failing to understand the needs and expectations of your target audience.
To develop a well-performing branding strategy, you need to learn which social media platforms your target audience prefers and for which purposes.
The very same people can use different social media platforms for different purposes. Knowing the demographics of the biggest social media platforms will help you identify which platform is best suited for your audience.
Smart partnership with influencers can save any social media branding strategy that is bound to fail. A study conducted back in 2017 found that 94% of marketers cite influencer marketing as an effective social media strategy. This proves the point as many marketers found influencer marketing to be highly useful.
How to choose an influencer to partner with? Make sure that their audience and values align with your brand’s target audience and vision. Do your research and consider partnering with micro-influencers with a follower base between 10,000 and 100,000 followers. They prove to be more authentic and offer the best combination of engagement and broad reach.
Consumers, especially millennials, are increasingly expecting brands to engage in social issues and take action on forcing positive social impact. That’s why emphasizing your brand’s social mission and social responsibility is another way to save your social media branding efforts.
Ben & Jerry’s Instagram is a great example of how you can highlight your social mission on social media. The ice cream manufacturer does a great job addressing the following issues on social media: racial injustice, climate change, voting accessibility, and LGBTQ rights, and other social issues through their social media.
As was mentioned before, social media alone is not the best place for bottom-of-the-funnel marketing.
Excessive advertising and pitching of products on social media is the right way to ruin any social media campaign. Instead of pitching products, promote a lifestyle associated with your products.
Here’s how Amazon manages to promote a lifestyle instead of promoting their products and services.
Video content continues to grow in popularity among users. What this means for you, is that videos present more opportunities to improve your social media branding efforts.
Here are some tips that will help you improve your video marketing on social media.
Running a social media contest is another way to save a ruined social media campaign. Social media contests are a great way to boost engagement, grow your following base, and generate brand awareness.
Here are some ideas for your social media contest:
If none of these methods work or you see no significant improvements, pull out a new branding strategy.
You can modify your old strategy and implement it with an entirely new angle or develop a brand new strategy. Either way, you can follow the listed nine tips to ensure your new strategy performs better than the previous one.
Social media branding strategies require constant monitoring and modification to be successful. Even if your social media campaign isn’t performing as well as you hoped, there is always a way to improve your strategy and learn from your mistakes. Experiment with these approaches and, eventually, you will see improvements in your social media performance.
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