6 Effective Tips to Revive Your Failed Social Media Campaigns
When it comes to running a social media campaign, many brands and businesses assume that the campaign starts when they send out their first Tweet and it ends when they send out their last one. It’s not that easy! Social media marketing is not as simple as posting a few times on Facebook, Twitter and Google+ and the traffic will pour in.
So if your social media campaigns are failing, it’s probably because there is a fundamental problem with the way you are approaching your campaigns. For example, maybe you didn’t:
1. Identify your Target Audience.
Whether you’re promoting a hair product for balding men or you are planning a nationwide movement to transform the way aid is provided to Africa, you need to identify your target audience to speak their language.
2. Share the Right Type of Content
As tempting as it may be (because it’s so easy), posting the exact same message to a number of different social media platforms is a surefire way to rub your audience the wrong way. The right kind of content depends on the network you are posting it to. Blog posts, infographics, pictures, videos, jokes and quick tips are all pieces of content that do very well on social media.
3. Consider Timing
The truth here is that there is no best practice set in stone. To get the most out of your social media marketing campaign, you need to analyze your audience and their appetite for what you have to say to judge the best time to push something in their face.
These are some of the common reasons social media campaigns fail. What can you do to revive a failed campaign? Let’s see, shall we?
1. Figure out Why the Campaign Failed
First of all, since we are talking about a campaign that went south, it is important to assess the situation before you start afresh. What was the problem with the campaign you ran? Was it not tailored to the platform you used? Were you not consistent in how you posted your content or how you engaged with your audience? Was your barrier to entry too high?
2. Fix the Mistakes you Made
Once you know what went wrong with your approach to your social media campaign, you need to fix the problems you identified. For example, if your barrier to entry was a massive form that people couldn’t be bothered to fill, the solution would be to lower that barrier of entry by using a form of optimal length and answering the question “What’s in it for me?” to motivate people to take certain actions.
3. Develop Better Social Media Marketing Habits
And while you’re fixing your campaign to revive it, consider developing some desirable social media marketing habits to grow a community around your brand. For example,
- Know your audience and what motivates them so you can produce relevant and engaging content that gets read
- Be consistent in how you keep in touch with your fans and followers
- Mix up the media you use to represent your products and services
- Be human. Respond to comments on your Facebook posts, tweets, blog posts and so on
4. Consider Using Recommended Tools to Set up & Run Your Social Media Accounts
Then of course, whether we are talking about Facebook, Twitter, Google+, YouTube, LinkedIn or Instagram, there are tools you can use to help you:
- Set up your business page and manage your ad campaigns
- Give you insights into your brand page including competitive analysis
- Analyze your account’s audience and growth
- And better engage with your fans, followers and contacts
5. Network with Social Influencers in Your Industry
Equally important, in social media marketing, you need to surround yourself with two kinds of people: regular users and a handful of industry influencers. Networking with social influencers is important for a little mutual benefit such as snagging a couple of backlink mentions for your more important blog posts.
6. Keep a Tab on Your Social Media Metrics & ROI
And finally, part of the beauty of digital marketing is that you can measure everything you do. By collecting data, both quantitative and qualitative, you can ask questions, dig deeper and change the way things have been done in the past by deriving actionable takeaways. Certain metrics combined can give you a very good idea of how your target readers are responding to your content so you can create more of the type of content that piques their interest.