There’s a distinct and consistent increase in money allocated to social media spending by businesses (on ads, social talent and content creators) year after year, but unless the money is properly appropriated, the investment could return a lazy return on investment (ROI).
In the haste of staying up-to-date with available platforms to advertise, and keeping up with competitors who are leveraging them, brands often lose sight of what really matters: the results.
If you’re just pushing content on social media and are not sure what’s happening behind the scenes, here are possible traps that you may have stepped into (and how to get yourself unstuck in them).
1. THE BLANKET STRATEGY
Delivering the same content on multiple social media channels and to diverse audiences is an ineffective approach. Tailored messages to segmented email contacts, personalized offers and behavioral cue based content are taking precedence over the “blanket strategy” because of increased conversion efficiency.
When creating content for your audience, break them down into groups with common behaviors and hit the nail on the head.
Always address the audience you hope to attract when sharing content with them.