Harnessing the power of social media is one of the most effective marketing strategies. Large-scale companies across the world typically work with a professional social media team that micro-targets audiences. Statistics indicate that at least 37% of customers are inspired to purchase products and services they see and learn about on social media. Considering that 3.5 billion or 45% of the worldwide population uses social media, companies are constantly competing to create and develop strategies that will give them an edge over competing brands.
But, how successful are these companies? Close to 80% of businesses think they are making the right impact with effective customer service on social media. However, just 8% of their clientele agrees. In other words, most companies are falling short of reaching the full marketing potential they can achieve.
Are you successful in connecting with the relevant audience? Are your social media marketing approaches working? Is it time to consider investing in some affordable social media marketing? Here are 4 of the most critical signs that indicate your business needs help..
1. Engagement Rate of Your Content is Less Than 10%
If you wish to evaluate the effectiveness of your photos, videos, and content on social media, you’ll calculate the engagement rate. Each time a follower reacts to a post by liking, commenting, sharing, pinning, or adding to favorites, that counts as engagement. Add up the total number of interactions your page gets and divide it by the total number of followers. Multiply this figure by 100, and you’ll arrive at the engagement rate.
Higher the number of reactions you get, the higher is the probability of your content getting ranked by search engine algorithms. If the engagement rates are below 10%, that’s an indication that your content is ineffective. Or, you’re not reaching the audience most likely to be interested in your products and services. Now’s the time to bring in the experts.
2. You’re Not Connecting with a Wider Audience
Social media platforms are more than just networking sites for users. They are potent tools for businesses to reach out to custom audiences familiar with the brand and the specific product niche. You’ll target existing customers who have used your brand and make purchases regularly. These users may interact with your pages and stay updated with the newest merchandise you have to offer. They’re also likely to take advantage of any discounts and promotions you release.
Your social media pages must also connect with additional users who have similar lifestyles and interests. If you aren’t getting inquiries and traffic to your website via social media platforms, it’s a sign that your content needs to be designed better. Using well-crafted content and interesting posts, professional social media teams attract a broader range of curious customers who could be persuaded to make purchases.
3. You’re Unsure if Social Media Campaigns Are Getting Desired Results
Creating and posting valuable content that interests the audience is an essential feature of social media strategies. You’ll also post videos, infographics, blogs, and other information that visitors enjoy reading. Even though you’re confident that the content is excellent, it may seem like the traffic levels are not exactly what you hoped for. If that happens, you’ll need to use various tracking tools to check how the posts perform and connect with the audience.
Your professional social media team will evaluate metrics like the number of people talking about your brand, positively or negatively. As long as your brand is getting attention, your campaigns are working. The number of responses that each post generates is another critical metric to evaluate. Also, pay attention to the users who regularly comment and participate in conversations. Identify the people who initiate discussions and act as informal brand ambassadors. Comparing your performance against your competitors and tweaking your posts and campaigns is another service that expert social media managers provide.
4. You’re Paying Too Much on Each Cost Per Click (CPC) Ads
Cost Per Click (CPC) ads are an effective digital marketing tool where you pay for ads according to the number of clicks they get from users. You’ll bid on the keywords that relate best to your products and services and the particular industry where you work. You’ll calculate this metric by dividing the cost of the advertisement by the number of clicks.
For instance, the average CPC on Facebook, the most popular social media site, is $1.86. Twitter CPC can cost you around $0.38 while Instagram ads cost anywhere from $0.5 to $1. Various other factors can influence this rate including the product niche, quality of the ad, location, targeted audience demographic, and seasonal factors such as the holiday season.
If you have a high CPC, that’s a good thing only if it translates into high conversion rates and you’re making good profits. However, if the ad’s cost along with the CPC is lower than the overall sales and profits you generate, that indicates you need to work harder on your social media campaigns. And, it’s time to consult the experts. Professionals trained in social media marketing will also advise you on the best ways to lower costs and still get great results.
Social Media Platforms Are Robust Marketing Tools
For the last fifteen years or so, social media has grown exponentially as a marketing tool. Users now rely on their favorite platforms for connecting with friends and family and for news and information of all types. Details and features of products and services and, most importantly, reviews from existing users are high on the list of searches.
Experts accept that social media platforms are yet to reach the peak of their popularity, which is why companies absolutely must have a robust presence if they hope to continue to remain successful and competitive. Look for signs that your social media campaigns are not working as they should. Bring in the experts to assist you with the right strategies and stay on top of your game.