People always ask questions about why their social media pages aren’t reaching people, building momentum, or generating any business. They’re posting. They’re active. However, not much seems to be gaining traction.
These are 4 of the most common mistakes we have seen companies make.
1. YOU GIVE UP TOO FAST AND DON’T POST CONSISTENTLY.
Your company posts once or twice a week which is a start, but it is not enough to penetrate somebody’s feed and really stick in their mind. Out of sight, out of mind. Posting daily (or at least most days) will remind people that you exist and have something to offer that they may be interested in.
In 2019, it is really tough to over-saturate your audience. Quality is important but quantity matters. Having “the perfect post” is less important than simply posting something in the first place. There needs to be a balance.
2. YOU DON’T HAVE AN AD BUDGET OR STRATEGY.
When posts don’t get great organic reach, many companies are not willing to spend money on ads. Whether it’s pride, not believing in it, or simply not having it budgeted, it is being neglected.
In our opinion, companies should view paid advertising as something you “need” to have, like the WiFi bill each month, or electricity. Although many companies have the luxury of being searched for organically, it is still smart to get as many eyeballs as possible. One day, that attention will eventually go away.
Reminder: MySpace used to be what people did every day. Now, nope. You may have tons of attention on Instagram right now, but these things come in cycles. Your focus should be getting as many eyes as you can. Ads are the perfect way to maximize these platforms.
It is also smart because of how narrow you can get. It is very possible to pinpoint exactly who you want to reach, and get in front of those exact people using demographics, interests, behaviors, and search terms. A 2018 study shows that the Instagram click through rate is up 40% from 2017. Now, we’re in 2019, and Instagram is still a major player in the advertising game, especially as organic content gets more saturated.
3. YOU FOCUS MORE ON THE ALGORITHM THAN YOUR AUDIENCE.
Caring about likes, followers, comments, etc. on your page is not as important as the actual content you are putting out. Furthermore, it’s not as important than your audience.
If you are working harder to get around the algorithm than you are on your content, even if people do see your posts on their feed, they won’t be attractive enough to engage with.
If all your business cares about is hacking the algorithm, you are going to naturally lose some creativity, and your audience will feel that. Once you become a creature of the algorithm, you start to put out the same things over and over again.
If photos of a patient sitting in a chair work well, you might not want to post a picture of the outside of your building. If quotes work well for you, you might not want to post an informational video. Creativity is lost when the algorithm becomes the goal.
4. YOU POST THE SAME WAY ON EVERY PLATFORM.
Overall strategy, captions, videos and imagery should be different per platform. People don’t come onto LinkedIn with the same mindset that they have on Instagram.
So, you must to figure out what their psychology is and make content to fit that mindset.
LinkedIn users expect strategies, business tips, trends, numbers, facts, or at least some information that will be beneficial to their career or company. Instagram is a more visual space, where it’s more lighthearted, casual, and fun. People go on Instagram to escape, be entertained, or inspired.
See what we mean? You’ve got to approach the content differently.
Understanding the context of your social media presence is a huge part of marketing in today’s times. Social media has truly become a new traditional form of marketing a business. The right combination of consistency, creativity, and context will take your social media game to the next level.
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Sources:
https://blog.adstage.io/instagram-ads-cpm-cpc-ctr-benchmarks
