I know you don’t want to hear this, but social media marketing takes time. It’s not a one-size-fits-all solution to success. So why shouldn’t you expect results in the first month?
Now, to understand whysocial media marketing, or any digital marketing for that matter, takes time to deliver results, we need to take it back to the goalwe are trying to achieve.
Ultimately, almost every client we have ever spoken to wants to drive more sales. Which makes sense, because, without sales, the business can’t grow. However, if you are a new business, without an established client base or online presence, you have to spend time introducing yourself to prospective clients, and convince them why they should buy from you, rather than someone else.
The Buying Cycle
Customer behaviour usually flows like the image below: During every phase, your business will lose some people’s interest, but that’s okay. You don’t have to be everybody’s cup of tea.
Awareness:
You start off by being introduced to a new business But right now, you may not need to buy the product, but in time, maybe for a birthday, or once you have saved up long enough, you will make the purchase.
Consideration:
However, as a smart buyer, you won’t just look at the first company you see that sells the product, you are going to consider this product, pricing, and much more. So the second phase is the consideration phase.
Conversion:
Once you’re ready to buy, you will then go to the company that impressed you the most. The one that really caught your eye. This often has less to do with the products, and more with the heart and soul of the company and its people. Now thatis branding!
Advocacy:
After purchasing, the next phase is advocacy. People will always go back to where they feel they got good service. Well, just like you’ve been going to the same hairdresser for the last five years. If you ever need that product again, or perhaps a similar one, you will return to the same business. If you experience great service, you will recommend that business to everyone you meet.
Factors that may influence your success in social media marketing
Your business & industry:
To start off with, not all businesses are fit to be on social media. Certain industries are better suited to other forms of marketing. Also, not all social media channels are equal. Facebook might work for one company while LinkedIn works for another.
We will always do our best to advise you on which marketing channels are best for your business.
A mining or construction company may target a niche market of businesses, and therefore the general public, which you’d find on Facebook or Instagram, won’t have a need for your product or services. However, LinkedIn is often the perfect platform for these industries, because we can target specific industries and the people who work in them.
Your budget
The bigger your budget, of course, the more we can do in terms of marketing. Maybe we can pursue various channels of marketing instead of just one. A larger budget makes it possible to diversify our strategy and see what works best, but there is nothing wrong with having a small budget. We allocate it as best we can to ensure the best possible results.
Your offer
Are you selling something that someone would actually buy? Is your product keeping up with modern trends and consumer needs?
Your branding
When someone sees your brand for the first time, you’ve got a few seconds to make a good first impression and hopefully a lasting impact. Having custom, modern branding (thus not an outdated logo), makes you look professional and attractive – your brand will won’t be overlooked so often, and it instantly sets you apart from your competition. It’s becoming more and more important to have proper imagery and designs of your products and services. When you have beautiful photos showcasing your products, people will want to buy them.
Your story
One of our favourite quotes goes like this:
Marketing is no longer about the stuff you make, but about the stories you tell.
Seth Godin
People like to align themselves with a brand because of what the brand might represent. That is what makes you “top of mind”.
So what are we looking at, like 3-5 months?
Realistically? No.
Even though you may see some results, such as a good amount of engagement and clicks within a couple of months, we are really looking at a 6-month to a year commitment to really see a difference. You may see established businesses with attractive products return results within the first month (especially consumer products), however, this is not likely the case.
Social media marketing is much more than simply having a Facebook page. We love working in close relation with our clients, really getting to the core of that business and showing the world why this business is so great.
It’s not a one-size-fits-all solution. And that’s why we love it!