Social Media adoption rates are increasing fast. According to the presentation given by Adam Singer of Rop Rank Online Marketing:
- 91% of business buyers read blogs, watching user generated video, participate in other social media
- 55% of decision-makers were in social networks
- 43% are creating media (blogs, uploading videos or articles, etc.)
This means that “If you’re a B2B marketer and you’re not using social technologies in your marketing, it means you’re late” Josh Bernoff, Forrester. It’s time to face the real problems foreseen by marketers with real solutions and help take them from old school marketer to modern social media hero.
We have identified 5 common obstacles and responded with their subsequent solutions. If you are shy to admit you may have encountered these problems, then you will be happy to empower yourselves with the solutions.
1. Don’t know what to do?
Marketers are all overwhelmed with all the new tools and channels on digital. They aren’t quite sure what channels to be on and what to post on them, so they are doing to much or too little with not much impact. The failure to know what to do is astounding.
Choose one or two channels focus your attention and become an expert at it. Provide content that is valuable and maximize your ROI for those 1 or 2 channels. Marketers are known for their expertise, so focus in one area, others will then seek you out for your advice. A good example is Suzie Zimmerman, she is known as the Instagram expert, that is her channel of expertise and how she has created her social media empire.
2. Who is accountable?
Most often asked question, who is in charge of social media in your organisation? Often owners or old school marketers outsource community management or use consultants to take charge of integrating social media in their business usually because they have few resources. Since they do not work with internal teams to realize business goals, accountability for the social media is neglected.
It is important to allocate social media goals to different parts of the organisation including the consultant or community manager. Responsibilities and resources need to be allocated appropriately within various departments to ensure the cross pollination of information and effort amongst teams to achieve these goals, while simultaneously maintaining consistent brand representation.
3. Inconsistent activity?
Companies are often inconsistent with their social participation. Engagement and feedback are equally important to posting. If you don’t post or interact daily you will loose your audiences attention. The activity on social media that counts the most is the consistent voice heard over the community through participation in the daily interactions and conversations.
Set aside resources for content curation, monitoring and engaging separately to maximize your efforts. Tap into potential brand ambassadors and activate their interest in your brand through incentives and conversations. Repurpose content that is working well in your community, give them what you know they already like. With these solutions you will easily be socially active and top of mind.
4. Staying relevant?
Modern marketers need to understand social media. Don’t “do social”, “be social”, this means being savvy participants in the online world. To succeed and stay relevant in a real-time content world, marketers need to be able to move fast when it comes to producing content to stay current and ahead of the competition. Posting can get bogged down by the content approval processes and the lack of experience on social networks.
Before executing on your content marketing strategy, create a “rules” document and “permissions” flow that both content team members, your legal and compliance teams agree to avoid such bottlenecks. Teach your team to be social media savvy through training, participation, listening and engagement. Look at what your competition is doing as examples and rely on the experience accrued interacting in your social networks to produce relevant content for your community. Practice, Practice, Practice.
5. Lack of Personalization?
Business owners often lack personalization in their posts and customers take it as being faceless. By refraining from becoming personal, offering opinions and taking an active part in discussion, the results are that the audience is not targeted correctly and probably doesn’t trust you, therefore you are not their source for advice or information.
The best way to avoid such pitfalls is to always have a face or name behind your posts. Choose someone who really knows your brand and niche, who can implement the necessary effort and time to your social media channels. Make them your spokesperson to allow them to get to know your target audience and become familiar with their needs. This person will build strong and trustworthy relationships between your company and your customers. Personalization is crucial for your social media marketing success.
These social media marketing effort lead to social media ROI success. Teach your team, get the right tools, people and structure internally. Build your community, keep them happy, give them what they want and they will help you grow your bottom line.
How do you leverage social media in your company?
Let us know your social media marketing success stories and how you tackled the problems you faced. Help us turn your social media problems into solutions by providing us with your feedback.
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