Not telling your brand story, posting inconsistently and missing out on paid advertising opportunities could sink your brand. So, if you're not seeing enough returns on your social media efforts, here are three possible reasons why: 1. Not telling your brand story Stories are powerful, because they engage the mind. However, what if you took a picture of a man opening an umbrella for his date and helping her out of her car? To do this, Warby Parker turns every post on social media into a story, and allows customers to relate and “see” themselves in the product, illustrated by this recent Instagram post showcasing the brand with kids. A brand that engages its audience consistently: Look at Wendy’s Twitter feed to see how consistent the brand is in engaging with fans. But this was a big error because many tweets looked out of place and responded to offensive messages. Missing out on paid advertising opportunities Captivating copy + consistent posting = successful engagement, but are you engaging the right online audience? With creative content, the mix of perfect targeting offered by our Facebook advertising manager together with a team making sure the product was stocked and ready to resulted in a 3.5x return on ad spend, a 350 percent increase in total sales and a 450 percent decrease in cost-per-click. If you have a product or service worth sharing, then paid advertising on Facebook is a must.
Not telling your brand story, posting inconsistently and missing out on paid advertising opportunities could sink your brand.
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Today, according to Statista, some 22 percent of the world’s population is on Facebook, and a whopping 93 percent of Pinterest users are reaching for their credit cards to make online purchases.
When people hear these numbers, they don’t wait long before they too dive in head-long, eager to have their own slice of the huge pie. Typically, they open one social media account after another, in the hopes that one or two platforms will somehow convert and compensate for their overall investment of time and money.
But is “the more the merrier” approach delivering the desired social media returns?
Social media success has little to do with the number of profiles you have, the photos you like or the people you follow — just as the success of your dating life isn’t based on how many Tinder profiles you swipe right on. With so much content out there and just so much time in the day, the mindshare of the consumer is becoming more and more competitive among brands.
It is no longer just a numbers game. Quality over quantity will win every time, which all comes down to your content and how you make it resonate with your target audience. So, create content you know your audience wants to see on their feeds. It’s not about you or your company; it’s about them.
How an online product could be the focus of a “share-able” joke
Just as happens in real life in our efforts to meet that special someone, most of us also go on a blind date with social media: We settle for the “one-night stand” of a few likes and reciprocated follows, then hope to find true love with great returns.
But true social media success stories are not developed over a night. They are built with strong foundations and strategies in place for sustainable, value-adding content creation that engages with target audiences. Imagine how much more successful you could be on those blind dates if you had your date’s entire life history pulled up in front of you to stir conversation, instead of awkwardly sitting there for half the night twiddling your thumbs.
In today’s world, you don’t step into the batter’s box hoping to hit a home run, you step in with a strategy based on the limitless data at your fingertips, expecting to hit one. Successful content opportunities don’t just pop out of thin air into your lap, they are facilitated. If you take the time to understand not only who your target audience members are, but their correlated interests and passions, you’ll be on your way to effectively preparing a unique content-creation strategy that will lead you to those returns on social everyone is buzzing about.
So, if you’re not seeing enough returns on your social media efforts, here are three possible reasons why:
1. Not telling your brand story
Stories are powerful, because they engage the mind. If well-scripted, they can attract visitors to your product or service, engage their emotions and get them doing exactly what you want — without being salesy or downright “in your face.”
If you sell umbrellas, for instance, you could post a picture of your product and…