You have invested a great deal of your market budget and valuable time on social media, but you may not be getting the ROI you wanted. Of course you’ve read about other businesses who are thriving on Twitter, attracting customers from Pinterest and Instagram accounts and making money off of Facebook, but that is not you. Before you hit the delete button and withdraw from a social media marketing campaign, take time to review what is and isn’t working for your business and refine your strategy.
5-Step Social Media Audit Review Process
Follow RMG’s 5-step review system every quarter to become a well-oiled B2B social media machine!
Customer Review: First, do you really know who your customers are? Are they teens, young millennials, or baby boomers? Mostly men or women? The content that you put up on social media should be of interest to your customers, but you need to know who they are first. If you’re unsure, do a little research into who is buying your product or services. Once you know this information, you’re halfway there to social media success.
Content Review: What content is performing the best with your target audience? Do they like images, video or long form content best? What content have you created that generated the highest shareability? If your followers love to share pictures, but do not seem interested in back-and-forth discussion, then remember pictures say a thousand words and you can still get your message across in a creative way that they enjoy. Measure the shareability then tweak accordingly.
Channel Review: Are you spending hours filtering photos for Instagram and seeing little results? Your target clientele may not be active users on Instagram. Maybe they are on Pinterest or Periscope now. According to studies, the average American spends about 40 minutes per day on Facebook. Your target clientele might want six-second Vine videos versus long YouTube videos. You need to find out where your customers are and then focus on the social media networks that perform best with your prospects. Do not spread yourself thin just to make sure you are “everywhere.”
Shareworthy Review: Is your content even shareable? For example, you want your customers to know what a great staff you have and you are posting office photos daily. While customers care about customer service, they are not sharing or commenting on these photos, so stop posting them. Instead, focus on your products or services, provide tips or articles that help your customers live better lives. Stop wasting time creating content that your customers clearly do not want.
Response Review: Are you Tweeting out questions and not responding when your customers answer? Do your followers Tweet and tag you in it, but you don’t interact with them? According to Entrepreneur Magazine, almost half of the millennial segment — and one in three consumers overall — say they are influenced by social media and use it to make purchasing decisions. Customers build relationships with companies through social media, so you need to take time and respond to them. If they do not see that you are responding, they will leave you behind in the social media dust.
Devoting time daily to your presence on social media is a must in order to succeed in business today. By completing the RMG 5-step review process every three months, you’ll be able to tweak your strategy and truly maximize the ROI of your social media campaigns.