In today’s society, marketers have concluded that social media marketing is one of the most successful and fastest way of reaching their audience. Creating a social media marketing campaign and achieving those goals comes with connecting with consumers, and satisfying their needs, but doesn’t mean social media has its challenges. The challenges can range from seeing a dramatic drop in organic search, coming up with consistent content, creating an efficient strategy across different channels, and getting content to a broad audience. All of these challenges can be overwhelming for businesses and marketers looking to demonstrate the true value of the brand and ROI of social media. Social media marketing is an area where marketers continually need to be following trends and continue making changes. All of these challenges need attention since they are what makes a social media marketing campaign successful.
A drop in organic search
Organic search was booming back when social media started growing, but now it’s not that easy. As companies continue to embrace the idea of using social media to promote their brands, so does the competition increase. With the millions of users, Instagram and Twitter have, companies need to stand out. To solve this issue, brand channels need to offer a better experience than the competition does. The channel needs to have high- quality content and use the best engagement strategies. The content needs to be relevant, and companies need to not focus too much on the number of posts but instead on the quality. Businesses can also try paid social media advertising. Paying to boost a Facebook post can get that content effectively in front of hundreds of potential customers. They have to look for posts with high engagement but low reach as a good barometer for potential success.
Consistent content
Staying creative and creating unique content is one of the toughest social media marketing challenges to overcome. Consistently releasing new content can be hard on other companies
since its time-consuming, which many businesses can’t handle. Helping solve this challenge comes with the brand being open and transparent with consumers. Brands like Coca Cola and Dove have reported that their most popular content and social media posts are the ones that feature an inside look into their brand’s culture. Consumers like to experience real human interaction and seeing there is a real person behind a company’s social media account. A brand creating its original graphics can get more retweets or views than a copied image. Customers like to see new and creative material on their favorite brand’s social media channels, and it keeps them interacting.
Making an efficient strategy across different channels
Companies always want to start a social media marketing campaign that is effective for all their social media channels. Every platform does use its unique tone and format. When looking to buy a new product or service, consumers do look at different social media platforms, to get a feel of the brand overall. When different channels work cohesively, they create a wholesome impression of the company. This social media challenge can be solved by creating a cross- channel strategy. That includes brands researching information on each platform’s characteristics and seeing which platforms would represent their companies in the best way. Some consumers might have a preference when it comes a social media sites, so companies have to be one channels all across the boards to gather as many potential clients as they can.
Getting content to a large audience
If consumers are enjoying the experience in person, then the chances are that people on social media will enjoy the companies engaging online as well. The challenge is getting the content to those people. Influencers can help promote and widen a brand audience. If they make one post on a brand or a story, a brand can get recognized by hundreds of potential customers. It’s all part of the “Compound Effect.” All companies need is 5% of the influencer’s followers to follow them back, or even make a purchase. Businesses have to actively seeking out people they know will support them. Email, LinkedIn, or direct messages are all great ways for companies to get influencers to support them and enlarge their target market.
Social media marketing has become a requirement for brands because consumers are always online. According to Bluefountainmedia.com, research shows that most consumers have a habit of spending a minimum of half an hour per day in a carious social media site. Some even spend 5% of their day on social media sites. All of these solutions can help brands increase brand awareness, improve brand loyalty, and increase customer satisfaction. One main benefit of social media marketing is its cost-effective. More challenges will come up, implement social media marketing into a company marketing strategy, will benefit the company in the longer run, with increasing traffic, better SEO, and higher conversion rates. The sooner a business gets started, the sooner they will see the growth in their business.