What’s Social Media Marketing: Why Your Social Media Strategy Isn’t Working


Are you happy with the results of your social media marketing? What’s social media marketing all about anyway?


In this article, I am going to talk about the questions you need to answer in order to take your social media to a new level using the same information I used to increase my traffic by a whopping 86%!

Welcome To My Social Media Strategy Plan: What’s Social Media Marketing – The Questions You Need To Answer

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]At least once a month you should take a 360 degree look at your online marketing.

What results have you had? Would you change anything in particular or completely rethink your strategy?

This kind of introspection on your own work takes humility, time and discipline.

It’s true, sometimes the dynamics of what is happening in the moment prevents us from deeply analyzing the performance of each of the social media techniques implement for our business.

Keep in mind though, the secret to success lies precisely in knowing your business’ strengths, weaknesses, threats and opportunities.

So, I’ve taken a little time to do all the hard work for you.

I’m going to be talking about the getting started part – from the simple question of “what’s social media marketing?” all the way to providing you with a number of useful, actionable steps.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”4049″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_single_image image=”4052″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][vc_column width=”1/2″][vc_column_text]Getting started is always a struggle for me and it may be something that you can relate to as well. So, I have collected together the most important questions you should ask yourself in order to figure out if your social marketing strategy is working.

So grab a pen and paper, turn off all distractions and let’s get started

If you’re willing to do the hard work necessary to improve your results, asking each of these questions against your current social media marketing performance then you will be sure to get your wanted outcome that much faster.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

So without further ado… Here are the questions you need to answer to evaluate your social media marketing campaign.

Yes, being on social media has become an absolute must for most companies. However, the success of your strategy is driven by your ability to choose the best channels for your brand.

As you may know, all social platforms have different characteristics and objectives, requirements and different audiences. Don’t divide your time equally between all of them. You need to make strategic decisions about which platforms to be on, and how much time to dedicate to each based on your goals and needs.

Your main challenge will be to analyze each network and figure out what is the best for you to reach your brand target and goals. This way, you can focus your efforts on what will bring you tangible, measurable, verifiable results.

One of the clearest signs that your strategy is working is that the number of your brand’s fans and followers increases every day.[/vc_column_text][vc_single_image image=”4056″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]


Well, if your content is engaging and relevant to your community, your community will share your content to their circles of friends who also find the content relevant and engaging and who may decide to join and then share your content and so it goes on.

Now the potential risk here though is that you can incorrectly orient your posts to followers who don’t correspond to your brands target, resulting in no increase in conversions.

If when analyzing your strategy you realize that the growth of your community is not progressing as you’d like, here are some tips that will be of help.

These are important so pay attention!

On both Twitter & Instagram, only follow users that correspond to your target or industry benchmarks. You become those you surround yourself with so you need to position yourself where you want to be. Share content of relevant users, mentioning their accounts.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]At about a 2 to 10 ratio, promote your articles, other medias or even your profile to reach this new audience. That’s for every eight times that you talk about somebody else then you get to talk about yourself twice and that’s an absolute maximum!

Organize contests and sweepstakes to generate engagement with your current followers and to encourage others to join your communities so they can participate.

Now the goal here is to get your current followers to engage with your business/brand and to get non followers to become new current followers.

Post exclusive promotions for members of your community. And again this is to get those folks that are currently following to engage with your brand.

And you need to add social media icons to your email marketing campaigns.

You’re still doing email marketing right?

Please tell me you’re still doing email marketing campaigns!

If you’re unable to grow your community, you have a huge problem on your hands and you need to rethink your strategy. Maybe it’s because the content that you’re posting is just not very interesting for your target audience.

Is it the subject matter?

Is it how you’re presenting it?

What can you do about that?

Well, a good way to find out what your target audience needs is to study their behavior, interests and their engagement with other content. The more you know, the easier it is to reach them with compelling, effective messaging that speaks to them.

How can you find out if your content is relevant?

The answer is simpler than you think. While a good indication that what you share is interesting are the interactions that the posting generates, another important signal is external references or mentions in social media blog posts and places like that.

So for that, I’d point you to three resources:[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]BuzzSumo.com – this site will tell you exactly what people are most engaged with on social media in the last 30, 60, 365 days based upon a keyword search.

Find those topics, consume the content that is generating the most conversation and compare them to the topics you are creating content around.

Is there a match?

If not, you need to make some adjustments and create content on the topics you see with high engagement on Buzzsumo. And you need to make sure your content is better than the original.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”4025″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_single_image image=”4029″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][vc_column width=”1/2″][vc_column_text]Next, look at your own Google Analytics.

What search words are people using to find the content on your site now?

What are the most popular pages on your site?

Identify those two things, evaluate them against the content you create for social media and build on that from there.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_column_text]And then lastly, Quora.com

There are thousands of questions posted to this community help site with answers to boot.

Find out which questions have the most engagement in your space and do what?

Compare those topics against the topics you’re focused on with your content.

Are you seeing a theme here?

Now you need to create content around the topics you see people are engaged with based upon this research.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”4028″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]There you go!

Three different, highly actionable ways to compare the relevancy of your content and get endless additional supplies of new content ideas that are pre-screened to be fodder for high engagement, and you haven’t even broken a sweat!

It’s no surprise that social networks are one of the most important customer service channels that a business possesses.

Often consumers prefer brand contact using social media over traditional methods like the telephone. So for this reason, if your followers and fans talk about your products and services amongst themselves on social media, that’s a great sign.

It means that the content that you’re posting is probably fulfilling its goal, which is to attract potential customers.

Now in order to seize on this opportunity, you can offer rewards for members of your community by taking their interesting ideas to improve your services or products to heart.

The rewards don’t have to be big though.

Sometimes a simple acknowledgement is good enough. Other times it might take a branded t-shirt or, I don’t know … use your imagination![/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]If your post are relevant and compelling then user engagement is probably going to happen organically, but it’s still gonna need your help.

If that doesn’t happen…and every time you pose a question to your community or if you post a new piece of content and it doesn’t receive any likes or comments and people aren’t sharing it, well you probably have to assess how good that content is.

And just like the annoying person who never shuts up about themselves, one of the biggest mistakes that brands make on social media is talking about themselves all the time, and never taking an interest in what their followers want to talk about.

If you think your business is the center of the world, and everyone should be amazed to be in your presence, you’re wrong!

You need to get over yourself.

This is no way to generate interest among people in the real world or people on social media.

There’s a commonly recognized standard called the 80/20 rule.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]In this situation, I’m gonna say that I’d like a brand, whether it be a company, a person, or a non-profit to strike a balance between the two types of content that they produce: 80% needs to be valuable and useful addressing the issues relevant to their users, while the other 20% can promote your products and your services.

Now I personally prefer a much more conservative rule of about 95 to 5, where I spend a much larger portion of my time connecting with and bringing value to the communities I’m growing brands for.

You can figure out what the balance is for you and in your own specific situation.

Now there’s no universal formula that allows you to measure the engagement of your content. However a fairly reliable equation compares the number of interactions with people that the content has reached.

This number will vary from industry to industry. So you need to use tools that can do some competitive analysis for you like:



or Spyfu.com[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image=”4027″ img_size=”full” alignment=”center” style=”vc_box_shadow_3d”][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]that can help you derive those numbers.

A good engagement rate to start with is probably about 2%.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]So for every hundred people who see a post of yours, you should expect at least two of them to engage with that content in some form or fashion.

Now an engagement could be clicking on it, liking it, sharing it, leaving a comment, retweeting it, sending it to a list, or any other number of actions.

It could even be a sale!

If your average is lower than 2%, consider rethinking the content topic, your creative approach, the media types you are using … look at your production quality, look at the social media platforms you’re on, and look at how all these decisions impact your target audience.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]If you’re going to survive out there, you have no choice but to learn how to generate engagement on social media.

One of the metrics that you should always look at is where the traffic to your main website is coming from. If social networks do not appear among the top ten sources of visits, you’ve got a problem.

You’ve got to figure out what’s going on there. It may be that your messages are not clear enough or attractive enough to make users click over to your website.

You should strive to make the titles, descriptions, the images, the videos, and the calls to action, compliment your postings in order to encourage traffic to your website, your online store, your blog, or whatever other landing page you might have in order to make sales and ultimately, make money online.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]But don’t get too pushy here or your potential customers may become your competitors future customers!

You can’t know how well you’re doing with your social media campaigns if you’re not measuring the results of your actions and checking whether they’re having a positive impact on your brand objectives. After all, what good is an active, engaged in, growing community if you’re not meeting your business goals that have been set?

To do this, determine which social media metrics you’re going to track, measure, and analyze.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Will it be the number of followers?

The reach of your posts?

The number of interactions with your posts?

Clicks on links?



It can be all that and a whole lot more, but you also need to define the tools you use to measure your results and how often you will measure these results.

Tracking this stuff on a daily basis is usually too much. I’d suggest doing it on a weekly basis and you surely don’t want to go more than a month at a time.

So did you pass the test?

If you answered yes to each of these questions, well this was probably a waste of your time and you didn’t need to read the whole article!

You’re already able to assess how well your social media strategy is performing and how you can optimize it.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]If you didn’t, you might have some homework to do!

But at least now you’re on the right path!

Tell me in the comments what your results were.

Thank you so much for reading my article – what’s social media marketing: is your social media plan working? I really do appreciate it. If you have any questions at all, please leave them in the comments. I check them on a daily basis and will be quick to get you a response.

Source: YouTube Video[/vc_column_text][/vc_column][/vc_row]

1 Comment
  1. Thanks for sharing all of your experiences!

    Leave a reply