It’s happened to the best of us. You get a little trigger happy at the social media scheduling station, and you schedule out a bunch of posts.
Then, later, you come back to your data and find that your follower count actually decreased — and people reported your posts as spam.
What happened? Well, even if you didn’t break any of the cardinal social media rules, your posting cadence might have been too much for your audience to handle. It’s a serious bummer, but it’s also a learning experience.
1. You’re not reaching your target audience
If you’re not seeing the results you want from your social media content, it’s a good idea to take a look at your target audience. Are you creating content that your target audience actually wants to see?
If you’re not sure, it might be time to revisit your buyer personas.
You can also use the audience insights tools available on most social media platforms to learn more about your current audience and find new people who might be interested in your content. For brands managing customer interactions across multiple touchpoints, this guide to the best Wix CRM apps can also help streamline how you collect and understand audience data.
2. Your audience isn’t engaging with your content
If you’re seeing a lack of engagement on your social posts, it’s a clear sign that your audience isn’t interested in your content. This could be due to a number of reasons, such as a lack of relevancy, poor quality, or a lack of variety.
If you’re not already, be sure to monitor your engagement metrics on a regular basis to get a sense of what’s working and what’s not. If you notice a drop in engagement, it’s time to take a closer look at your content strategy and make some changes.
3. You’re not seeing any growth in your following
If you’ve been consistently posting on social media and still aren’t seeing any growth in your following, it’s time to revisit your strategy.
A lack of growth can be a sign that your content isn’t resonating with your target audience, particularly if you’re promoting complex solutions like eCommerce for manufacturers. In this case, you may need to do some research to better understand what your audience is looking for on social media and then adjust your content accordingly.
It could also be that your content is reaching the wrong people. If you’re not already doing so, consider using targeting options to ensure your content is being seen by the right audience.
4. You’re not driving any traffic to your website
Social media is a great way to increase brand awareness and engage with your audience, but ultimately, you want your social content to drive traffic to your website, where users can learn more about your products and services, sign up for your email list, or make a purchase.
If you’re not seeing any website traffic from your social media efforts, it’s time to rethink your strategy. Start by setting specific goals for your social content and make sure you’re including calls-to-action in your posts that encourage users to click through to your website. You can also align your content more closely with your search strategy, since professional seo services can help optimize your landing pages and ensure that the users who arrive from social media find exactly what they expect, reducing drop-offs and improving conversions. You should also be tracking your social media traffic and analyzing your website data to see which social channels and posts are driving the most traffic. Consider ways to integrate your website with social platforms, such as how to embed social media feeds, to ensure users stay engaged.
5. Your content isn’t getting shared
The more people share your content, the more people will see it. Plus, it’s a great indicator of your content’s quality. If your content isn’t getting shared on social media, you might need to reassess your strategy.
Start by looking at your social media analytics to see which types of posts are getting shared the most and which ones aren’t getting shared at all. Then, try to identify any patterns. For example, are your how-to posts getting more shares than your listicles? If so, you might want to focus on creating more how-to posts. Similarly, there could be other blog post examples that perform better in search engines, and also provide brand visibility.
You can also increase shareability by pairing strong content with simple referral incentives. Tools like ReferralCandy make it easy for followers to share your posts or products in exchange for rewards — a fast way to turn passive viewers into active promoters.
6. You’re not seeing any leads or conversions
If you’re not seeing any leads or conversions from your social content, then your strategy may not be working as well as it should be.
The goal of social content is to build relationships and trust with your audience. If you’re not seeing any leads or conversions, then you may need to adjust your strategy to make sure you’re providing value to your audience.
7. You don’t have any analytics to review
Analytics are the unsung heroes of a social media strategy. Without them, it’s impossible to know how your content is performing, where you’re succeeding, and where you need to improve.
If you don’t already, make sure to schedule regular check-ins with your social media analytics. Just like teams use employee engagement survey tools to measure internal sentiment and progress over time, marketers benefit from consistently reviewing social performance data to understand what’s resonating and what needs improvement.This could be a quick weekly meeting to review the previous week’s performance or a more in-depth monthly or quarterly review.
If you’re not reviewing your social media analytics, you’re missing out on a ton of valuable information. And if you don’t have any to review, it’s time to start collecting data on your social media performance.
8. You’re not hitting any of your social media KPIs
The most obvious sign that your social media content strategy needs a refresh is if you’re not hitting any of your social media KPIs. If you’re not hitting any of your KPIs, it’s time to take a good hard look at your social media content strategy and make some changes.
Start by looking at your social media analytics to see where you’re falling short. If you’re not getting enough engagement, you may need to focus on creating more engaging content. If you’re not getting enough traffic to your website, you may need to focus on creating more educational content. If you’re not getting enough leads, you may need to focus on creating more conversion-focused content.
9. You’re not sure what to post
If you’re not sure what to post on social media, don’t worry. You’re not alone. In fact, 21% of marketers say that not having enough good content to post on social media is one of their top social media marketing challenges.
The good news is that there are plenty of solutions to this problem, and a social media content strategy can help you find the best one for your business. From curating content to creating your own, there are many ways to fill your social media content calendar with engaging posts.
Conclusion
Creating a social content strategy is no easy feat, but it’s a necessary one if you want to grow your online presence. If you’re seeing any of the signs above, it’s time to revisit your strategy and make some changes.
