business messaging blog
Six reasons your social media marketing campaign isn’t as effective as it should be
Scott Navratil

If you’re a business owner you’ve no doubt heard all of the hype surrounding text message marketing. Social media marketing has grown to become one of the most popular marketing channels and it’s easy to see why. Social media marketing allows customers and businesses to connect in a way that seems natural rather than forced. Best of all, social media marketing is free if you’re sticking to the basics, and very inexpensive if you do choose to invest in it. If you’ve been sold on the idea of social media marketing but aren’t seeing the results you’d hoped, it could be a problem with how you’re going about it, not the social media channel itself. Here are a few reasons why you might be experiencing success with social media marketing.

Marketing your social media campaign

People won’t follow you on social media unless they know you’re on social media. While a few might stumble across your social media profile on their own, most will need to be lead to it. Use existing marketing channels to advertise your social media campaign. Because the majority of social media users now access social media almost exclusively through mobile, mobile is an especially effective marketing channel. For instance, you might text customers on your texting list to inform them about your social media pages.

The wrong audience

Every marketing effort must have a specific audience that it’s geared towards. The same goes for social media marketing. One possible reason for your lack of success might be that you’re accidentally targeting the wrong audience or you’re marketing to too wide an audience. Think about who you’re trying to market to and find ways to target that audience specifically.

No posting plan

If you’ve used social media on a personal level, you’re probably unfamiliar with the idea of a posting plan. Most people don’t follow a schedule when it comes to posting on social media. But if you want to run a successful social media marketing campaign, you need to have a plan of how often you’ll post and what kinds of content you’ll post.

Advertising instead of engaging

The social media channel is very different from other marketing channels. If you’re approaching social media marketing as you’ve approached other marketing efforts, chances are you won’t see success. If you’re using social media primarily to promote your brand, products, or services, you’ll be ignored. People don’t use social media to be advertised to, they use it to engage with people. Social media marketing is most effective when you’re using it to establish relationships with your most loyal customers.

Using the wrong platform

Facebook is no longer the only social media platform. Many business owners make the mistake of using a certain platform simply because it’s the one they’re already most familiar with. Different platforms have different strengths and weaknesses and different audiences. Use platforms that will be most conducive to you message and your target audience even if that means learning to use a new social media platform.


The problem may not be your strategy but rather your expectations. Gaining a following on social media takes time and work. If you’re new to social media marketing but you’re not committing the errors above, chances are you just need to be patient. You will eventually see results if you stick with it.


Chantel Fullilove

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