Why Your Social Media Followers are Unsubscribing
Socialnomics author Erik Qualman couldn’t say it any better, “We don’t have a choice on whether we do social media. The question is how well we do it.” Social media has become an integral part of a business’ marketing endeavors. Here’s why your social media followers are unsubscribing — 5 things to avoid in order to succeed.
1. You lack clarity of purpose
Social media marketing is far more than creating new posts and attracting new leads. Facebook, Twitter, Instagram, and other platforms provide a unique space for your business to connect with individuals and organizations in your niche.
“Unfocused efforts spent on social media can quickly become a huge time sink.” – Andrew K Kirk
The special bond you have with your followers encompasses various marketing goals to achieve. Otherwise, you could end up wasting your time on little or no results when you could have achieved more.
According to Andrew on the Social Media Examiner, there are four concrete goals that every business should measure. They include brand awareness, website traffic, visitor loyalty, and conversion rates.
How well does your business perform in each? Perhaps, it is time for you to check, analyze and learn from them.
2. It is always a “me first” mentality
Someone once said, “When the customer is first, the customer will last.” In terms of social media marketing, your followers are the customers of your posts and campaigns. They buy your marketing endeavors because there was a point when you piqued their interest.
But, how do you create loyal followers? How do you engage them in a way that they will stay with you for a long time?
You can be easily caught up thinking of ways to connect with your social media followers and be busy implementing them for your business. Unfortunately, you can be busy to the point that you overlook your followers’ real interests at heart.
One thing you can do is identify your ideal avatar and get to know the kind of individuals that you want to connect with. Provide answers to questions about who they are and why they would buy from you. Place their needs first before yours.
3. Engagement is not valued
The dictionary defines engagement as an act of occupying someone’s attention or interest. It is the act of allowing someone to participate in an activity or cause.
What is your business about? That is something which you can engage your social media followers with.
To keep them occupied, one way is to provide them with regular posts about any updates from your business. Or, take time to visit their social media profiles and provide them with feedback on their posts through likes, shares, or comments.
Overall, engagement is something to be valued as it sparks life to your community and builds your identity online.
4. You intrude space with irrelevant content
Have you ever come across spammy messages on social media? They can fill your inboxes with irrelevant, unwanted pieces of content about:
- Upcoming events
- Invitation to groups
- Discount coupons
- Industry news
- And almost anything else
At first glance, these topics may appear valuable. But without a purpose that is relevant to the recipient, your messages can turn into spam. Thus, there is a need for targeted marketing which brings back to reason number two above.
Before sending out messages, you might want to first identify the kind of people that you want to reach out to.
Look for those factors that align with the purpose of your message. In the end, you do not want to intrude someone’s space and lose your social media followers.
5. You don’t make the most out of your data
As you manage your business’ social media account, you may discover for yourself that it takes a lot of hard work. According to an Econsultancy report featured on Google Analytics Solutions, leading marketers outperform others through data documentation and analysis.
Like those leaders, you can take the data you have and analyze them. Spare some time to evaluate and think through your actions on social media.
Here is what one consultant said about data analytics…
“Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway.” – Geoffrey Moore
Simply because you have posted on your timeline or profile does not necessarily mean you have already succeeded in social media marketing.
It takes time and effort to make things possible. And you can start bracing that victory by staying updated with your data and making the most out of them.
Being on social media already opens your business to doors of growth opportunities. But just like Erik Qualman said, when it comes to social media marketing, it boils down to how well you perform.
It is not about whether you are presently online and have a social media profile or two. It is about your performance which right now might be calling for clarity of purpose, a “serving” mentality, engagement, relevant content, and data analytics.
Are your social media followers opting out of your business? Well, what do you think are some of the things you need to get rid of? Or, are there any bad habits that you need to address?
As essential as it is in your marketing endeavors, social media requires sufficient focus and attention. Get to know and understand the things you need in order to maintain your followers’ interests and keep up with them for the many years to come.
Other blog posts to read aside from Why Your Social Media Followers are Unsubscribing:
- 3 Basic Concepts in Marketing through Social Media
- Guide Questions for Creating Your Ideal Client Avatar
- Crafting Remarkable Client Experiences with Brand Architect Jared Angaza
What do you think about Why Your Social Media Followers are Unsubscribing? Share your thoughts with others in the comments below!