In a recent post from Adweek, we’ve discovered that many business have failing to promote their business on social media.
According to recent researchs, only 20% of businesses are able to measure the impact of social media on their bottom lines. A whopping 44% domnt know if social media is working for them. The study provides an even clearer picture: 62% of small businesses report that Facebook ads aren’t working for them.
So, the question is: Should you run away from social media? Of course not. Social media aren’t going away anytime soon. In fact, they will increase more and more. For every business reporting social media to be ineffective, there is another experiencing massive success. You just have to know what you’re doing.
Here as 6 Things You Can Do About It.
Social media is not your business model
Many business owners fail at getting results from their social media efforts because they expect “social media” to be their business model.
But it doesn’t work that way.
If you want to get results from social media, you should realize that social media is only a means to an end. It will get you clicks and exposure to people, but everything else from there on depends on your company.
The only one way to know if your social media efforts are working is by tracking your return on investment. If you put out a post or an ad and get thousands of likes, it is easy to assume that your efforts are successful. But be careful. What is the cost of a click? How many clicks do you need to turn a profit? Did you set up conversion tracking?
Most social media networks provide tools for you to track how your efforts are performing on social media, so start using it.
The familiarity principle says that we tend to be more likely of, to something with more exposure to it. Depending on your segment and other fthings, it can be difficult to measure your return to investment if you only focus on people’s first exposure to your brand. This is where the familiarity principle comes in, which you can take advantage of through retargeting.
Research shows that Retargeting can increase your click-through rate by 76%, your brand awareness by 1.046% and your sales by 50%.
Don’t be too obsessed with getting new users: Retarget old users and visitors, they are more likely to convert.
In social media, your content can go viral. If you’re using social media for your business, then you’re most likely directing the social media visits to your website. Here are some tips to optimize your website experience:
Ensure that you have a reliable server.
Realize that the faster your website, the better your conversions. According to research, improving page load time from eight to two seconds boosted conversions by 74%.
Realize that there are more social media users on mobile than on desktop.
60 minutes is how long 72% of Twitter users are willing to wait for a response, and 84% of people expect companies to respond to their social media posts within 24 hours.
When users complain on social media, you want to listen and respond in a way that people see that you’re paying attention. Not only will this help your brand image, but it will also help contribute to new users discovering your brand.