Social media is one of the most effective ways to connect with your target audience and one of the rules of connection is engagement. However, it’s possible for you to engage your audience on social media and still your efforts might not lead to sales. When this happens, it’s highly tempting to throw up your hands in the air and blame every other person or thing, but you.
The truth, however, is if you look inwards, it’s usually that you are not doing things the right way or perhaps, your expectations are not realistic. The goal of writing this article is to share the six (6) top reasons why your social media engagement efforts are not leading to sales. Go through the list and see which one applies to you then take the necessary steps to correct that.
[Great Read: 6 Persuasive Phrases That Can Help You Make More Sales]
1. Consistency (Lack of)
The number reason why social media engagement efforts for many entrepreneurs is that lack of consistency. Let that not be you! It’s better not to start than to start and be inconsistent. If you are inconsistent, then people will look elsewhere. As you grow, you must also understand that “most brands do not catch fire overnight” and that it will require some time before your efforts count. Think of your brand as a baby. If you deliver a baby today, the baby won’t start running the same day. Great things take time. Your duty is to keep at it and if need be, re-strategize or seek help but never lose sight of the end goal.
2. Incoherent Marketing Messages
This is a prevalent problem amongst women entrepreneurs, especially when they have no target audience or area of specialization or if they run multiple businesses. Having scattered marketing messages is the fastest way to confuse your audience.
For example, let’s assume you sell fabrics to individuals and corporate organizations and that, you are also a fashion designer who sews clothes. In a bid to promote your business, you are constantly switching between promoting your fabrics for sale and displaying the outfits you sew for all types of individuals. This is the beginning of confusion for your audience.
Firstly, it suggests that you have no core message by trying to appeal to everyone. Secondly, it can be misconstrued that you are average (hint: customers are looking for experts). Thirdly, it suggests that you are a jack-of-all-trades and most customers do not want to deal with someone who does everything. This will affect the way people engage with your brand because you come off as someone who lacks focus.[Great Read: How to Properly Position Your Business and Attract Your Ideal Customers]
3. Posting and Ghosting
Are you guilty of this? In case you’re wondering what “posting and ghosting” means, it is a phenomenon used for the act of posting your marketing messages on social media and then disappearing for extended periods after that. This is not good for business as it sends a message to your prospects and customers that you do not value their business.
Yes! You may have a lot of things vying for your attention, but if you’re serious about making your efforts count, you need to be more proactive in the way you respond to inquiries on and off social media.
Most prospects/customers of today lack the patience of waiting for multiple hours if not days. If you know you won’t be available to respond, assign someone who can help you or don’t post at all. If you consistently post and ghost, very soon people will start passing by your posts. Everything requires planning, including posting on social media.
The word “relationship” means relate one to another. When people take the time to make an inquiry or perhaps they leave a comment for you and you fail to acknowledge for whatever reason, you are simply letting them know they are not welcome in your world. Consumers want to build a relationship with you and they will swiftly switch gears once they know that your brand is one-way.
One-way, in this case, means that you are churning out content, but you are failing to relate with those engaging with that content. The exception to this is when you are a celebrity and it’s near impossible to respond to every comment. Even at that, you need to find a way to constantly acknowledge people and make them feel appreciated.
5. No Follow-Up
This is another area where a lot of entrepreneurs struggle yet they why it’s difficult to convert prospects into customers. In many interviews with entrepreneurs on the reason why they choose not to follow-up, it’s that following up can be time-consuming. This is a valid point especially if you spend a lot of time following up on prospects who end up not becoming customers. To solve this problem or to minimize the occurrence of wasting time with prospects who do not convert into becoming customers, work on your sales process. If you have a solid sales process in place, you can easily follow up on your prospects and distinguish between those who are worth spending the time with and those who are just there to waste your time.[Great Read: Pricing Strategies for Retail and Service-Based Businesses]
6. Over-Reliance on Organic Engagement
Engagement on social media can be free (organic) or paid (inorganic) and both have their pros and cons. In some cases, organic engagement might help you jumpstart your business but as you grow or desire to grow, you cannot just rely on organic engagement. The social media platforms are for-profit organizations and there’s a limit to which they can let you grow organically.
Now, you may be wondering, what about influencers? How did they get such a huge following? The answer to that is, most influencers engage in inorganic engagement especially during their beginning days. This inorganic engagement also goes on even after they become influencers though you might not know. The idea is, if your organic engagement tactics are not leading to sales, you should definitely explore inorganic engagement tactics.
Overall: The success of your brand depends on the strategy you put in place. This strategy should not be set in stone. You should constantly assess it to determine if it’s meeting your needs or not. If you detect opportunities for you to tweak, by all means, tweak it. If you need help, ask someone for help. Your brand is your baby, you must commit to doing what it takes to make it grow.
Thank you for reading. Why do you think your social media engagement efforts are not leading to sales? Share below in the comment box. Also, remember to subscribe and share this post with a friend.
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