What do you do if your social media marketing is not generating the desired ROI?

Imagine you're planning a road trip. Before hitting the road, you'd want to check your map and make sure your destination aligns with where you want to go, right? It's like that with social media. Take a moment to review your goals, just like you'd check your map. Make sure they make sense for your business and aren't too far-fetched. For example, if you're aiming to double your followers but they're not engaging or becoming customers, it's like driving in circles without reaching your destination. Instead, set goals that actually move you forward, like making more connections, attracting leads, or keeping your existing customers happy. That way, your social media journey is purposeful and gets you where you want to be.

About 4-5 years ago, while reviewing the social media team's performance in one of the companies I worked for, I realized that our social media efforts were not bringing the expected results. After reassessing our goals, we discovered that our objectives were too broad and not directly related to our business objectives. For instance, our aim to increase the number of followers was not translating into conversions. To address this issue, we decided to recalibrate our strategy to focus on specific outcomes such as lead generation and brand awareness. This shift in approach led to more targeted campaigns, resulting in improved ROI and better alignment with our business goals.

1)Analyse which metrics underperforming. 2)Check your target audience are resonating with your content. 3)Assess the quality and content relevance. 4)Evaluate right channel for right audience. 5)Optimise and test. 6)Seek expert advice from platforms like LinkedIn and other forums.

Examine Your Objectives: Make sure your marketing goals are time-bound, relevant, measurable, attainable, and specific (SMART) by reviewing them. Assess whether your present social media approach is in line with these objectives. Assess Your Customers: Be certain that you are aware of the characteristics, inclinations, and habits of this group. The low ROI could be caused, in part, by your social media content failing to connect with your audience.

Examine Information Relevance and Quality: Consider your social media content's relevance and quality. Are you catering to the wants and needs of your audience with relevant and interesting content? Low engagement and ROI can result from irrelevant or poor-quality content. Examine Your Channel Choice: Think about whether the social media platforms you're using are appropriate for reaching your intended audience. Distinct platforms accommodate varying demographics and interests. Put most of your energy into the channels where your target audience is most engaged.

In my experience, the foundation of a success lies in crafting content that deeply connects with your audience. Focus on creating posts that are not only engaging but also genuinely relevant to their interests. Once the connection is established, then utilising analytical and scheduling tools can significantly enhance your strategy. These tools help to fine-tune content based, streamline post management and amplify the reach.

Analyze placing Timing and Frequency: Check the timing and frequency of your posts. You risk overwhelming your audience or having your content disappear from their feeds if you post too often or at the wrong times. Try a variety of posting schedules to determine the best posting frequency and timing for interaction. Track and React to Input: Keep an eye on input from your followers and keep an eye on social media KPIs like interaction, reach, and conversion rates. Utilize this information to pinpoint areas that need work and modify your plan of action accordingly.

To boost ROI in social media marketing, continuously test and adjust your tactics. Experiment with content types, formats, and posting schedules to discover what resonates with your audience. Utilize tools like Facebook Ads Manager or Instagram Insights for campaign management and optimization. Monitor and refine your strategies based on performance data to enhance engagement and results.

Social media strategy is a very broad term and there are different strategies for different platforms due to the different demographics and target audience even within a platform. Also, each platform is built differently and the Call to Action also needs to be tailored to each person's journey. For some, the social media strategy is purely for brand or reputation building. For others it is itself a shop front for sales. Therefore it would be important to define what you hope to achieve. Is it a brand building campaign you are running or is it a sales campaign. Because the content will be different. It is theus also important to understand your content strategy as well - is it more text, photos or videos. Try it + connect with me ??

If your social media marketing isn't yielding the desired ROI, reassess your strategy. Analyze audience engagement, content relevance, platform selection, and ad targeting. Experiment with different approaches, track metrics closely, and adjust accordingly. Consider seeking expert advice or training to refine your social media tactics.