Why social media isn’t right for your event

If you’re a struggling digital marketer, here’s an important question: Why isn’t social media working for you?

Social media platforms are the backbone of digital marketing and can be powerful tools for B2B campaigns. However, if you're not seeing the results you expected, there may be something at play that's preventing your campaign from being successful.

There are many determining factors that influence how much social media will impact your marketing strategy, so it’s important to understand them before you start troubleshooting.

Let’s take a look at why your B2B social media campaigns are struggling and what you can do to make them work better for you. By the end of this article, you will have a better understanding of how social media works and how to prevent it from underperforming your campaigns.

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Reasons Why Social Media Might Not Be Right for Your Event

let's start. Here are six possible reasons why your social media campaign isn’t performing as well as expected.

Incompetent content

There’s no sugarcoating it – if your social media content is weak, uninspired, and boring, your campaign won’t see the light of day. You work in a fast-paced and competitive digital environment, so your content must be compelling, relevant, and informative.

If your content doesn’t stand out from the crowd, you’ll get lost in the clutter and miss key opportunities to connect with your target audience.

We’ll discuss social media content strategy later.

inappropriate platform

If you're a fan of the old Flintstones cartoons, you may remember the episode where Fred and Barney started a pet rocking chair company. After toiling for hours with no customers, they had a "eureka!" moment and realized they had set up their stall in the wrong part of town.

So they packed up their chairs and headed to the other side of the bedrock, and their business took off almost immediately. 

The moral of the story is that choosing the right platform is the key to success. The same goes for social media B2B campaigns – if you want your campaign to be successful, you need the right platform.

There are a few ways to tell if you're on the wrong channel.

• Your ad is being seen by people who don't have permission within their organization
• You're not getting high-quality leads that you can convert into customers
• You're not seeing a good return on investment
• The platform does not have a large or relevant enough audience
• Difficult to navigate or doesn't allow the customization you need

Of course, it’s not all on the platform. There may be features you haven't optimized yet, or you don't know about them. It happens to the best of us. We’ll discuss how to choose the right social media platform for your business later.

lack of integration

Your business likely has multiple channels for communicating with customers and prospects. These may include emails, your website, phone calls, face-to-face meetings and social media.

In order for your customers and prospects to understand who you are and what you do, it’s important that all these channels work together seamlessly.

A lack of integration occurs when there is a disconnect between these channels. For example, someone clicks on a Facebook ad that directs them to your website, but the messaging on your website doesn't match the messaging in the ad.

That's the lack of integration. Or, if someone reads a blog post about a new product on your website but can’t find any mention of the product on your social network channels, that’s also a lack of integration.

A lack of integration can confuse customers and make it difficult for them to understand your business. Therefore, they are less likely to do business with you.

How to fix

The first step in solving the problem is to identify where the integration is missing. Take a close look at all your communication channels and look for differences between them. Once you've identified the problem, you can start working on fixing it.

Depending on the nature and severity of the problem, fixing insufficient integration might be as simple as updating some copy or redesigning your website. In other cases, major changes may be needed, such as revamping your entire social media strategy.

failed to keep up with the trend

Another reason why B2B campaigns fail could be that you’re not keeping up with the latest trends. Let’s look at three social media trends that B2B marketers need to know to run successful campaigns.

The rise of stories

One of the biggest social media trends is the rise of stories. Stories are short posts that disappear after 24 hours. They're popular on platforms like Instagram and Snapchat, but are also becoming increasingly popular on third-party social networks like Facebook and Twitter.

For B2B marketers, stories provide a great opportunity to showcase your product or service, get a behind-the-scenes look at your company, and humanize your brand. 

The decline of text-based posts

While stories are on the rise, text-based posts are on the decline. In most cases, people are not as interested in reading long texts on social media as they once were.

That’s why it’s important to use a mix of content types such as images, infographics, videos, and live video in your B2B campaigns. 

The importance of visual effects 

When it comes to images and videos, visuals are more important than ever on social media. In fact, tweets with images received 150% more retweets than tweets without images. Posts with videos are 12 times more likely to be shared than posts without videos.

So if you want your B2B campaigns to be successful on social media, include plenty of (but sensible) visuals in your content mix. 

Overreliance on organic means

With the algorithms that govern news feeds constantly changing and organic reach declining, it’s important to supplement your organic strategy with some paid advertising. Doing this will ensure that more people see your content and your campaign is more likely to be successful.

Let’s take a closer look at what this means and why over-reliance on organic means can hurt your campaign’s performance.

Organic and inorganic range

When we talk about organic reach, we’re referring to the number of people who can see your content without paying. It can happen in a number of ways, such as through someone following your page or through someone accessing your content in their news feed because a friend or family member shared it.

In contrast, inorganic reach occurs when you pay to add posts or run ads. Clearly, both organic and inorganic reach have their place in a successful social media campaign. However, if you put all your eggs in the organic basket, you may be missing out on opportunities to reach a wider audience.

Why organic may not be enough

The problem with relying too much on organic reach is that the algorithms that control what appears in users’ news feeds are constantly changing, and there’s no guarantee that even a small percentage of your followers will see your content, let alone enough people to make it yours. Business makes a difference.

Additionally, the organic reach of individual posts has been declining for some time, making it increasingly difficult to get your content to appear organically. That’s why it’s crucial to supplement your organic strategy with some paid advertising if you want your social media campaigns to be successful.

So, these are the reasons why social media may not work well for your b2b campaigns. Maybe you’re not keeping up with the latest trends, or your content isn’t going anywhere without a solid support strategy.

Maybe you’re using the wrong platform or not integrating your social media efforts with other marketing channels. Without effective promotion, your posts may never reach your target audience. If you rely too much on organic methods rather than paid advertising, you could be missing out on many potential leads.