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Why you are not getting customers from your social media
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Before listing the reasons, do you think that social media should be used for customer "acquisition"?
Getting back to the point. Few reasons that I see are
You Don't Know Your Market or Your Audience
The best bet that you can do is to understand your market up close and learn about what your customers are after. You can even take the time to learn about how your customers see their competitors. There are a variety of sources that you can use at your disposal: Amazon review scores; Facebook Groups; subreddits; and any other smaller community gathering that your audience would be a part of.
You can get your audience involved when it comes to getting through polls and asking them questions directly and in order to get engaged answers from them.
Another tactic that you can employ is that you are able to speak to them directly. That way, your audience will be able to assume that your business is reachable and that they can come to you whenever they have a problem.
The best way to understand your social media following is to speak to them directly or engage with them on other social media communities so that they are able to get you back.
You Announce Your Offerings Too Much
Have you ever walked down the street and had a homeless man come up to you ask, "Do you have any change in you?"
Yes, it's annoying - even when you are being charitable.
Your business may be doing this every time your customer sees your social media presence on Facebook.
Yes, understandably, Facebook is pay-to-play and currently, you want your business to be seen by your customers as often as possible.
However, the drawback is that you have to put money in order to be visible on the social media platform.
In an effort to reach your potential customers through the News Feeds on Facebook, you have to create an ad in order to get your potential customer's attention on the platform in the first place.
While you have helpful content for your business, the downside is that your potential customers only see you as someone who is looking to sell them something.
As you can easily tell, this doesn't allow for a good first impression.
The matter is even worse when you are not forced to rely upon ads in order to get your potential customer's attention in the first place.
When your entire content, your social media feed, or even your e-mail content is just geared to getting people to buy the product from you: you are coming across as an e-beggar.
You are constantly trying to get people interested in buying from you that you are not engaging with your audience.
You are not building a relationship with your audience.
Using a tool such as socialbu to leverage social media conversations so that you are able to get people interested and loyal is a great way to muster a sale with your followers.
Maybe your offerings are really fantastic but your potential customers will only see that you are just trying to score a sale from them.
You don't sell anything that often
You could be on the opposite side of the spectrum when it comes to getting customers.
You are usually very helpful when it comes to getting customers but they are not converting into customers.
They hang on to every word on social media.
You have a large reach on social media and that means that you are able to build a following of people who follow your brand to the ends of the Earth.
However, you are coming across as disingenuous.
You are a business. By that token, you have to sell in order to convert subscribers into customers.
This is a business and just managing customers for your business is not a revenue-generating activity.
Sooner or later, you have to sell something to your audience.
You may already have your products ready to go but you have to create one ad for your subscribers so that you are able to generate revenue for your business.
But what about those businesses where they announce their offer and those subscribers left.
Those are not subscribers. Those are vultures.
Social media is a great tool for engaging with your followers. However, there needs to be utility involved when it comes to engaging with potential customers on Facebook, Twitter, or even YouTube.
Yes, it makes sense to be on these social media platforms.
Hopefully, more importantly, the best option is to make sure that you are able to make money from your social media gatherings.
Announcing what your offering is to your subscribers.
Gary Vaynerchuk has a great but simple philosophy: jab, jab, right hook.
Eventually, you have to be able to publish your offer. Use a scheduling tool (hootsuite, socialbu, buffer and so on) to make sure you are publishing if often enough.
You're a business. Your mission is to sell to an audience and convert them into paying customers.
Yes, building a library of engaging content is necessary in order to get potential customers who are interested in your content.
However, at some point, you have to pull that trigger and ask for the sale.
In fact, the more that you initiate calls-to-actions, the more likely that your audience will fulfill them.
After you are building your content, always ask for the sale or the next step when it comes to converting users into customers.
You don't fully understand the social media that your customers are on
You understand that social media marketing is incredibly important.
You have to market your business while using social media platforms.
The downside is that you don't properly understand social media platforms that well.
It shows in your marketing when you try to make a post on Facebook in the same fashion as Twitter.
It shows in your marketing when you are posting nothing but pictures with hashtags on Facebook when Instagram is the platform that is built for that.
It is no longer enough to just be on social media platforms but you need to have at the very least (a basic) knowledge of each social media platform.
Each social media platform has both its pros and cons when it comes to marketing on each platform respectively.
Understanding the differences between different platforms is key to the understanding of leveraging your social media platforms.
Granted, this is a lot to ask out of you because these platforms are vastly different and they are always evolving both in design and through the algorithm.
Because of this, it helps to either hire a social media specialist or always stay up-to-date on the vast changes of the social media platforms themselves.
You don't seem trustworthy
People are much less likely to send you money when they don't trust you.
With the majority of people constantly relying on online reviews before making a purchase, they are less willing to spend money on you.
That doesn't mean that you can't instill trust into your brand or never will.
What this means is that you have to prove yourself to your potential customers upfront first and then get them to buy from you.
You have to get their attention first with interesting content, hold their attention by building a relationship with them, and then eventually convert them into customers.
Facebook businesses have reviews on them so you have to be there in order to get people to trust in what you are offering.
They even have response rates so that you have to be there when you are responding to your potential customers.
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With all that being said, what mistakes you made or which you think should be avoided? Getting back to the initial question, do you think social media should be used for customer "acquisition"?
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August 11, 2019 at 11:42AM