5 Signs of a Weak Social Media Campaign. While this shows a positive sign on the effectiveness of social media marketing and the fact that businesses are finally beginning to acknowledge the importance of social media in their marketing efforts, the pressure to prove return on investment in this channel ultimately mounts on marketers. Given that social media provides for little space to canvas users, targeting customers with no desire for your offering will result in a weak campaign. Marketers are reducing the quality of their social media efforts by pushing for broader reach on social media, with the impression that they will attract everybody. The actions most social media visitors will end up taking on your website might be connected to how they found your website. Not only will a bad landing page cause visitors to bounce off, it will also impact your Ad Relevance Score, which will ultimately drive up your campaign cost on platforms like Facebook. Weak ad title This is where a lot of creativity is required for your campaign to drive the right results. Lack of quality images Images are powerful content for your social media campaign. Users will want to get the entire message of your content via a single image. In the end, several factors could impact the success of your social media campaign.
Given that the majority of businesses are increasing their
digital marketing spend going forward, there’s a lot of pressure
for marketers to prove that their campaigns are yielding
Just to put this in perspective, recent research by Digital
Neighbor finds that the need to capitalize on social media is a
leading driver in the push for higher investments in digital
While this shows a positive sign on the effectiveness of social
media marketing and the fact that businesses are finally beginning
to acknowledge the importance of social media in their marketing
efforts, the pressure to prove return on investment in this channel
ultimately mounts on marketers.
In a different survey of social media marketers published by
Simply Measured, only 9.4 percent of marketers are able to
quantify the revenue driven by social media marketing efforts.
While not proving ROI might be a pointer to the fact that a
system is not totally ripe for effective and accurate measurement,
or to a lack of the right metrics to do this, another aspect
marketers should pay attention to is the effectiveness of their
campaigns in themselves. This article shares signs to watch out for
in a weak social media campaign.
Before launching a campaign on social media, the right course of
action should be identifying and appropriating your focus toward
the right audience. This means you will end up whittling your focus
to a narrow but ideal number of leads. These leads should be
qualified by some of the following criteria:
- Demographics: Use factors like income bracket,
age group, educational qualifications, job role and location to
determine this. A perfect tool is
Facebook Audience Insights.
- Psychographics: While this is not often
mentioned in social media marketing circles, basing your targeting
on such factors as taste, aspirations and values of your audience
can help your content formation process. This will result in you
creating content that truly hits home with your leads on social
- Pain points: Your social media marketing is
instantly rendered weak the moment your ad shows to users who feel
no passion for what you’re promoting. Given that social media
provides for little space to canvas users, targeting customers with
no desire for your offering will result in a weak campaign.