Before I launch into the questions, a reminder: patience. Social media marketing and communication is a marathon, not a sprint. You are working to build connections and relationships, not just make a one-shot sale.
Relationships take time.
5 Questions to Refocus Your Social Marketing
- Who is my customer? Answer this question in a deep way. Document as many details as you can. Give your customer a persona – what does she do every day? What does she like and dislike? What does she care about? The more details you can document the more targeted you can be with your messaging.
- Are my messages clear to everyone? Some people who see your messages don’t know you at all. Are your messages accessible and understandable enough for that first exposure? While you feel like you’ve explained yourself clearly in the past, today’s reader may know none of that history. Every message needs to stand on its own.
- Are my messages right for our relationship? People rarely like the person they meet who wants to instantly be BFFs. It’s too much, too soon. Make sure your messages are building relationships and making it easy for people to get to know you better. Don’t expect too much.
- Is your content worthwhile? Is what you are saying and offering worthwhile to your target audience? Maybe the lack of engagement is telling you something. It could be time to refocus and find what really matters. It’s OK to have fun, but don’t stray too far. Consistency helps people to understand you and what you are about. Make sure that your content and visuals tell a consistent and relatable story.
- Is every step along the journey working? Are you sending people to landing pages that are consistent with your social posts? Does your website have the messaging that supports your social marketing? Is your contact information correct everywhere? Make sure that when you get attention you don’t lose people because these basics are broken, incorrect, or confusing.
Take time to ask yourself these questions regularly. What’s working today can break tomorrow. You want to take time to think through these fundamentals so you have the greatest opportunity for success.
For more thoughts about how to keep your digital marketing on point, visit my blog.
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