There are tremendous resources, and human resources between the larger and smaller firms, more substantial companies often can easily keep pace with the most advanced social media changes to reap a good profit and allocate the fixed budgets and make the most benefits out of it regularly.
Improper social media utilization could also be one of the reasons behind the fails of a business.
It may bring you some relief to know you’re not the only one who notices that social media can seldom be a hard nut to crack. It is found that measuring ROI on social media marketing efforts was the most significant pain point faced by most social media managers.
Social Media Manager and Their Struggles!
We reached out to a couple of social media managers to see what bothers them the most! Here are a few! So what are the most prominent strifes you have when it comes to social media marketing for lead generation?
Working with a limited budget for content creation
Many of the clients have limited budgets for creative design work, let alone something more significant, such as video production.
Because of this, you have to implement free-to-use tools like Social Champ to spice up content and maximize its potential for organic engagement.
Keeping content ideation fresh month after month
As someone who’s worked in social media for over six years, generating new ideas regularly can be challenging. One way to overcome this is to periodically check the news for content ideas that might be relevant to your business.
Another solution is to revisit older content on your website or other digital properties and repurpose it into something like an infographic or slideshow that can be shared on social.
Finding the ideal posting timings
There are general best practices for each social media platform, but you need to see what’s right for your business by looking into your engagement data.
For example, on Facebook pages, you are provided with information about when followers are online; this an excellent place to start.
More often than not, the money inside companies gets allocated to the marketing sector in the very end. Ironically, the expectations from the marketing are often unrealistic compared to the budget it gets.
This leaves PRs and content managers with minimal resources.
The first step would be to educate the company’s management about the needs of social media marketing. Sometimes they aren’t even aware of all of the costs, so they cut the budget due to lack of proper information.
If this doesn’t work, finding interactive ways of advertising on social media that get a sizeable natural reach should be a top priority for the marketing strategy.
Getting the ‘green light’ from the C-suite
Another issue is the process of getting the marketing strategy approved by C-suite. This can become quite long, especially if the managers are hard to get a hold of.
Also, they tend to reject good ideas because they don’t understand how these can benefit the company. Also, approving budgets may be a lengthy process.
Try to find a suitable communication method in case there is something urgent that needs approval.
Explain the management that you won’t be using it all the time, but that you need them to be available to you. Also, point out that the timely approval of the marketing budget is essential to each marketing strategy.
The constant change in social media trends
Another thing that does social media marketing hard is constant changes in algorithms and patterns.
Major social media networks such as Facebook or Instagram sometimes change rules every month. It may become difficult to keep track of everything, especially if the marketing sector is understaffed.Following social media analytics can be a great way of tracking posts performance. -says @digi_literacy Click To Tweet
If you discover startling statistics, you may need to research if there have been some changes in the algorithms.
Also, subscribing to major marketing media outlets can keep you on track with novelties in this field.
Over-exposure to content that pushes your message forth blindly and indiscriminately will create a significant drop-off in engagement no matter how interesting you feel your product or message is.
Your content should highlight the benefit to your audience in a way that does not feel contrived for forced. Use emotional marketing.
Tell a story that either educates, entertains, or both. This adds a more personal touch to your social media content and establishes a personal connection to your audience.
It seems that with few exceptions, no matter how good your content is, your audience’s level of interest may eventually wane.
Now, this is especially the case when there a lack of variety and freshness in your content posting strategy. When you put aside the intensely loyal portion of your audience, there will always be those who want a taste of something a little different and it is a social media marketers task to figure out what that is.
The saying “variety is the spice of life” never gets old.
When you perform the same exercise in the gym, eventually, the routine becomes too easy to present a challenge. You’ve got to shock the body with something new and different.
Find a fresh take and put a unique spin on your content to shock your audience – in the right way. Change up your color scheme or attack it from a different angle by possibly adding humor, music, or interactive polls, and giveaways.
Use your social platform to create live events where you can meet your followers face-to-face for the ultimate in experiential marketing.
Getting lost at sea
There is so much content that even massively popular niches will have thousands of competing posts, videos, articles, and photos.
Even high-quality content can sometimes get lost at sea, and at times secondary sources may often get more attention than the primary source itself through “reposting” or “newsjacking”. By being more specific.
It used to be that you had to be broad in your marketing, but now it’s about going deep. Drill down deep and find particular qualities that are unique about your offerings and cast a bright spotlight on them.
Watermark and brand your content so that people know who the source is.
Trying to give every social network equal attention is complicated and time-consuming
Don’t worry about dominating every social media channel. Some businesses are ideally suited to Instagram; others are a better fit for Facebook or Pinterest.
Part of managing social media effectively is deciding which networks each company should focus on. While you may choose to have a presence on all the systems, the chances are that activity on one or two will be more of a priority than on others.
Keeping content fresh, varied and constant can feel like a full-time job
Take advantage of software and automation solutions. It’s very simple to schedule posts and other activities in advance.
Dealing with trolls and argumentative readers can take up time and energy
Be ruthless about what you’re prepared to tolerate on your feeds.
There’s nothing to say, you need to give trolls the oxygen they crave, so decide quickly whether to delete and block, rather than engaging.
Posts that get high engagement but don’t convert into customers.
We like to look at social media as COI vs. ROI (Cost of Ignoring vs. Return on Investment). Very often (though not always), the purpose of social media isn’t to drive direct conversions but to build brand awareness and loyalty.
Instead of trying to tie social media directly to conversions, find a metric that’s more meaningful or longer-term.
For example, look at high-level engagement rates on social over 3-month periods and compare them to gross online sales for the following three months. This could show a delayed relationship between engagement and future intent to purchase.
Showing clients content calendars is confusing and messy.
Find a tool or piece of software that lets you lay a content calendar out visually.
Whether you do this in a well-formatted spreadsheet (and create an approval dropdown column) or a piece of software, give your client an easy way to view posts as if they’re on the right monthly calendar.
That’ll make it easy for them to get a good bird’s eye view.
Ensuring social posts don’t get ignored or become redundant.
Solution:Follow the 80/10/10 rule. @nikkibisel Click To Tweet
80% of your posts should be about adding value to your customers’ lives (whether it be through humor, tips, or stories).
10% should be sharing others’ posts and ideas.
And the final 10% should be geared toward promoting your own business.
Using this guideline, it makes it easy to use social media for what it’s useful for communicating on a human level.
No Strategy. B2B tech companies fail to adopt successful social media strategies.
A successful social media strategy begins with a deep understanding of your product(s), and your product’s target audience(s).
Understanding where and how your prospective and current clients spend their time is key to investing resources into the right areas.
In addition to using the free power of social, determine how much you can invest in a paid outreach.
If you have limited time and budget, build out your strategy across one or two networks, rather than trying to have a presence everywhere.
No KPIs or tracking of success.
Give yourself a benchmark for what a social media victory looks like.
Whether you’re tying social media back to marketing KPIs, or you’re building new KPIs particularly for measuring the success of your campaigns, you’ll want to set quantifiable aims.
Typically, social media goals are tied to extension (such as an increase in total members or post reach) or engagement (such as an expansion in likes, comments, shares, etc.).
Not matching the right profile with the right channel.
There are three types of social media users under your roof:
- the company profile+
- senior leadership
- social champions
Social champions are the employees who love social media and have built a following for themselves. You should be thinking about your social activities too.
Companies that fail to leverage the right profile, matched to the right social media channel, have missed a massive opportunity for success.
Defining the ROI of social
Solution:ROI is always a defining term. We hear business owners and marketing departments say, But how do we know if it's working? says @ChristinaMHager Click To Tweet
The fix: If you’ve clearly defined goals for each channel (brand awareness, engagement, etc) you can give them the ROI for these efforts by using analytics.
Also, create the understanding that some metrics will be hard to measure (brand awareness, for example) and decide BEFORE you start a campaign how you are going to measure it.
Also, if your goal is to “drive traffic to a website”, make sure you have everything you need set in place before you start, like google analytics, facebook pixel, etc.
Convincing organizations of the business value of social media.
Before launching into a social media strategy or tactics, you must educate business owners and leaders on why they need social media. And this all comes down to tie it into their business results.
You should offer a 2-hour workshop called “Social media and the Business Leader” that takes a deep dive into all four channels, gives examples of REAL business results that came from social media campaigns.
Create a sell sheet, document, or social media strategy that talks “business goals” and how social media can help achieve those quarterly, yearly, and 5-year goals.
Once someone understands business goals, you can create an exact channel-by-channel social media strategy that integrates with other marketing campaigns and business initiatives.
Coming To An Understanding
Most of the clients are seeking the same two things: content and engagement.
Unique, relevant, quality content helps get attention – which turns into leads – which hopefully the client turns into sales.
Engagement can be achieved through posting this kind of content regularly, which builds the client’s brand — and turns into prospects, then leads.
But having conversations with prospects via social media is another critical aspect of the engagement. Responding to questions, providing expert advice and insights, etc.
It takes someone with creativity, strategic thinking, and experience to do these things right.