Social Media Marketing (SMM) is a powerful tool, but it's not for every business. In today's tech-saturated world, businesses feel the pressure to create this epic presence on social media. But more often than not, this desire to be 'social' is because of an "every business is doing it" mentality.
Have you felt this pressure before? Do you think that successful business operation in 2021, requires you to be a social media genius? Businesses today often find themselves unknowingly trapped in this loop of relying heavily on social media to promote their product or service with little leads, sales or success.
So, over the next couple of weeks, we're going to dive into the beautiful, complex and challenging world of SMM. We will discuss the pros and cons of using social media in business and the alternative strategies to explore instead.
If you're a small business owner, be aware that social media usually isn't the most effective way of generating revenue. We don't want you exhausting yourself with time-consuming SMM and missing out on other tools' opportunities.
For some businesses, though, generally larger companies, SMM is a fantastic way to grow brand recognition and reach and boost sales. But like any marketing tool, you must use it correctly to see the best results.
It's important to note that SMM is creating and sharing organic content and doesn't include targeted ads you pay for (a great digital marketing tool).
Let's look at why SMM isn't always the right tool for your digital marketing strategy.
It's time-consuming
Organic SMM requires a lot of your time and resources to be effective. If you don't have the time or staff to be curating, posting and engaging daily, Social Media isn't for you! Remember, if you don't engage with your followers regularly, you will lose followers.
Being 'free' has a downside
Social media may technically be 'free', but your valuable time and energy are not free! Experts say you need to spend between six and 12 hours a week designing contenting, posting and interacting – not to mention the time spent on training and keeping up to date with new social media trends, tools and processes.
Doesn't directly target your audience
SMM is indirect marketing. You need to remember that your target audience may not even be active on social media! Different groups use socials. Differently, this is why you need to research your target buyers/clients before diving headfirst into SMM.
Isn't very cost-effective
ROI from organic SMM is one of the lowest of the Digital Marketing strategies. Did you know that just less than 5% of people who 'follow' you see your posts? So, in reality, unless you have tens of thousands of followers, your exposure isn't great!
Can negatively affect SEO
Research shows that leading people from social media platforms to your website can create a considerable bounce rate (people who land on your site but don't click before leaving). Other than this not generating sales, did you know this bounce rate hits your SEO score hard?
Are you currently directing sales on your socials? If you aren't, we strongly recommend considering implementing other Digital Marketing strategies (we will discuss these soon!).
Opens you up to negativity
Think of social media as a party without an invite list – everyone can walk in and interact and comment freely, leaving your business wide open! Just like everything, social media has a negative side. You have no control over what people say, and negative comments can tarnish your reputation and undermine your brand. So, unless you have the skills and resources to handle this unwanted attention and equipped to reverse negative feedback, maybe this type of exposure is too risky for your business?
You're committing to a relationship
Social media is about creating relationships online with potential buyers/clients/ambassadors. Relationships need nourishing, and they require regular attention. Are you prepared for this level of commitment and engagement daily?
Did any of these points stick out as a red flag for you? Or did you think social media was your only marketing tool in the digital space? Maybe you feel it's time to shake things up for your business?
We encourage you to study your social media strategy if any while considering the disadvantages we listed. Next week we will explore the flip side and celebrate the incredible benefits of SMM, so stay tuned!