Let’s face it - if there was a surefire way to create socially engaging posts designed to elevate brand reach, increase brand traffic and go viral, we could all be living our dream lifestyles. The harsh reality is that most business, especially those within the B2B sector, are doomed to fail, or at least have little or no chance of taking over the social media landscape the way they envision.
While there are many benefits to using social media for your business, there are also a number of reasons as to why social media management may not necessarily be the best marketing and growth tool for your business. So to get to the point, here are some things to consider when it comes to your business's social media marketing efforts:
1. Social Media does NOT Guarantee Sales
At the end of the day, sales and income are always the bottom line when it comes to any business. While one can argue that social media is a great platform from which to grow your business online presence and reach, it does not directly contribute towards sales. When it comes to social media, there is no way to measurably calculate ROI (Return on Investment). Think of it this way - you can employ a full-time social media manager R15 000 a month (Industry Standard) and grow your Facebook page by 1200 pages likes in a month, but this is nothing more than a vanity metric and does not guarantee any form of income for your business. This money, for example, could be better spent on Facebook Advertisements which are highly targeted and are capable of generating leads for your business that can be tracked and retargeted. Read our blog to find out more about organic vs. paid social reach. Through online ads you can better calculate the cost per lead, allowing for you to measurably calculate ROI. So if you can’t guarantee your business sales, or calculate the returns on your investment into social media, you’re simply wasting your time with social media management.
2. Time is Money
Social Media Management, when done correctly, can be an extremely time-consuming activity. Part of a good marketing strategy is having a content marketing plan. The planning of what posts to put out along with the design, scheduling and actual posting of this material can be extremely time-consuming. Social Media marketers spend on average 2 and a half hours a day managing accounts, strategising and designing content - per account! So if you don’t have a minimum of 12 hours per week (plus R15 000 in your pocket) to effectively run and manage your social media efforts, perhaps you should consider alternative marketing options. If you're looking to understand the costs around digital marketing, read our blog on Digital Marketing Costs: Outsource vs In-source.
3. Your Customers Know what they Want
Put yourself in your customer’s shoes. If you are looking for a particular product or service, you are most likely going to just submit a Google search for results in your designated area. While it’s great to have a good social media presence online for brand awareness purposes, it is purely aesthetic. Your customers live busy lives and do not have the time to scroll through your social media pages in search of a solution or information. According to studies, 61% of consumers begin their decision-making process through a search engine. Therefore, for many B2B companies, keeping up with SEO trends is a much more worthwhile investment, as this will directly correlate to bumping your website higher and higher on search engine rankings. Read our blog to find out why organic marketing is dead & targeted paid advertising is the future.
So perhaps social media management isn’t quite the right solution for you and your business - and that’s okay! There are a number of new, disruptive, results-driven marketing avenues for you and your business to still explore, such as lead generation. Click the banner below to find out more information on the power of lead generation for you and your business!