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3 Reasons Why Social Media Isn’t Working for Your Business

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3 reasons why social media isnt working for your business
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“Social media doesn’t work…”

If I had a dollar for every time I’ve overheard this sitting in a coffee shop or restaurant – well, I’d probably have an extra $100 dollars in my bank account or more.

We once sat with a business owner who told us that social media wasn’t worth it, and when we checked out his accounts, the images uploaded weren’t great, the posting was inconsistent, and let’s not even go into the captions. A few months later, that business was gone.

I’ve also had the privilege of sitting in the restaurants that my agency handles social media for, and there I’ve witnessed, first-hand, people marching up to the counter to order, phone in hand, Instagram open, pointing to a photo we’ve posted and saying “I want this”.

So what’s the difference between the people in the first scenario and my client?

For the most part, it’s simple – there are some basic mistakes that entrepreneurs and businesses repeatedly make in social media marketing which are limiting their capacity to grow an engaged audience.

Here are some of the most common missteps that I see:

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1. They don’t know their audience

This is crucial, because not having this part figured out means that you’re trying to talk to everyone, which means you’re really just shouting into the void and hoping that somebody might hear.

If you’re unable to make a connection with people, then don’t count on being able to sell them anything. Understanding who your target audience is – what they want, what they need, where you fit in, etc. – is critical to maximizing your social media marketing performance.

2. They are not consistent

In this new world of social media algorithms – and really, all along – being consistent is key to growing an audience.

But to clarify, this doesn’t mean that you need to publish every single day. Being consistent means coming up with a schedule that works for you – then most importantly, sticking to it. Even if it doesn’t feel like you’re getting immediate results, posting regularly gives your audience a reason to keep coming back to your profiles, while it also helps to have fresh, relevant content when someone looks you up or comes across your business. 

The key to maximizing your social presence is strong messaging, and content that’s aligned with what your audience needs to see.

Post regularly, keep your audience informed, and over time, you will gain more trust and credibility.

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3. They are just trying to build a following

I’ll say this time and time again – the days of just accumulating followers like baseball cards are over.

Without being intentional, and thinking about whether you’re building an audience that’s right for your business, you’ll just have a room full of bodies. Numbers might look pretty, and make you feel good, but unless those people are likely to become paying customers, they’re not helping your cause.

Building numbers also ruins your data – a major benefit of social media marketing. If you have 1000 Page followers, but 900 are, realistically, never going to spend money with your business, that means that all your analytics and audience insights are useless, making it even harder to establish a clear understanding of what your audience needs.

Yes, it takes time to establish brand awareness and build a following, but a following of people who are actually engaged in your message is far more valuable than chasing numbers in an effort to maybe, hopefully, impress somebody that comes across your profile.

Audience numbers can be faked, which most consumers are now widely aware of. It’s the content and quality of your business that’s far more important, and will deliver better results in the long-run.

The Key Differentiator

Here’s the thing: The difference between people who say that social media doesn’t work and the ones who are gaining clients, making sales, and consistently growing their audience with quality leads from their social media profiles is simple. They have a process that works.

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They’ve figured out what their audience wants to see, they deliver it on a consistent basis, and they are constantly observing and tweaking.

Although this may sound like a ton to do, it’s not.

In reality if you’re spending more than an hour on social media a day, you’re probably just wasting time with “busy work”… and that’s not beneficial for anyone. Break down the key tasks you need to complete each day, map out a schedule, formulate a plan based on your audience data. Then deliver, according to that.

The key differentiator for those that are seeing social media marketing success lies in planning, and establishing a clear understanding of what your audience needs.

A version of this post was first published on the Dhariana Lozano’s blog.

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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