Marketing is not what it used to be before the internet and social media. Social media have become one of the most powerful marketing tools any company can use. Gone are the days when we shunned social media as a time-wasting pastime.
In the social media marketing world, marketing on social platforms is a must-have for any brand, and the facts prove it. Every day, 45% of the global population devotes over two hours to social media, and almost 75% of marketers believe in the effectiveness of social media. However, some challenges of the social media market plague companies that use social media, such as:
#1 - Platform Identification
Businesses fail in their selection of the platforms they should leverage. Just because you heard that Instagram is the ideal platform does not mean you should automatically market it. Most marketers do not research their target audience and which platform they spend most of their time on.
#2 - Understanding Target Audience
Some brands do excellent business in brick-and-mortar stores but fall flat on their faces on the social media end. The difference here is that your clients come to you in a physical store, but you have to seek out your customers on social media. Measuring brand awareness just got easier with social media!
Marketers sometimes create content without a target audience—a big mistake. Your content might be all that and then some, but it is just content if you don't tailor it for a specific audience. It might garner a few likes and comments here and there, but it is not up to its full potential. Every business has a type or type of audience. Master yours, know your market and create content accordingly.
#3 - Trouble Expanding to New Platforms
When a new platform emerges, most businesses are slow on the uptake. If the new platform is where your target audience has shifted to, pack up your bags and follow them there! It's that simple!
#4 - Creating Lead Generating Content
Generating content ideas and interactive media posts that generate leads for social media is tricky for most businesses. It is challenging to drive an audience from social media platforms to click on a dedicated landing page and encourage media sharing.
#5 - Lack of Content Ideas
Everybody struggles with creativity blocks in social media content creation. When your business runs out of ideas for content, you start posting erratically and lose your audience. Nobody wants to follow a page with one great idea today, and none in two weeks. Consistency and brand presence is vital. Source your content in advance to avoid these challenges.
If you need help mastering social media marketing, give Clariant a buzz, we are never too busy to listen! We have just the solution, so give us a call today and help you solve all your problems with social media marketing.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.