A business owner in the city approached me with a statement that sounded like a complaint. He said, ‘I have a Facebook page with about a thousand followers. I post every week and they like, some even comment and share my posts but people don’t place orders’.
Are you one of the many marketing and sales directors that have invested in social media marketing and you are faced with a similar challenge? Here are some reasons why.
1. You are not mixing marketing with sales.
Take marketing as the process of interesting potential customers and clients in your products and/or services. I like to describe the marketing process as getting potential customers to know you (your business or brand), to like you, to like what you have to offer and to trust you well enough that they are willing to do business with you.
Sales on the other hand consists of operations and activities involved in promoting and selling (transfer of ownership of) goods or services. I like to describe sales as simply the process of getting someone to give you their money in exchange for a solution they desire.
Whenever I check pages of businesses that are struggling to generate sales off their social media efforts I usually find one of two things; either they are doing only marketing or purely sales – promotions. To get the most out of your social media efforts you need to do both marketing and sales.
2. You don’t have the right audience
I don’t know much about you and your business but I can bet that among the followers your business has on Facebook are primarily 3 categories; your friends, your customers and potential customers.
Each one of the 3 categories of followers are following you for different sets of reasons and the volume of each group in your social media audience determines what results you can expect.
In general, if most of your followers are your friends and existing customers you can expect higher engagements and if your followers are prospects and leads, you can expect reasonably higher conversions.
Banks that have lots of followers but with the majority being existing customers usually end up with low conversions especially on products that target new customers so unless their expand their audience especially with paid promotions they always have social media to blame for not being fruitful. But they are wrong.
In the 4 years I have been helping companies realise better conversions from their digital marketing efforts I have learned that whereas the above pair of reasons are not everything as one needs to have a good content strategy, great copy, design and imagery, the right budget and all, all the other factors would in a way not work if sales-marketing alignment and audience are not fixed, first.
If you need help building the right audience for your business on social media, we can talk.