Not getting the results you want from your social media outreach? There are some questions you should ask yourself to make sure your content and messaging is setting you up for success.
Before I launch into the seven questions, the most important thing to keep in mind is patience. Social media marketing and communication is a marathon, not a sprint. This is in large part because you are working to build relationships, not just make a one-shot sale. Relationships take time.
7 Questions to Refocus Your Social Outreach
- Who is my customer? Answer this question in a deep way. Document as many details as you can. Give your customer a persona – what does she do every day? What does she like and dislike? The more details you can document the more targeted you can be with your messaging.
- Are my messages clear to everyone? Remember that some people who see your messages don’t know you at all. Are your messages accessible and understandable enough for that first connection?
- Are my messages right for our relationship? People rarely like the person they meet who wants to instantly be BFFs. It’s too much, too soon. Make sure your messages are building relationships and making it easy for people to get to know you better. Don’t expect too much.
- Are my messages on target? Every message should relate to your social media goals. It’s OK to have fun, but don’t stray too far. Consistency helps people to understand you and what you are about. Make sure that your content and visuals tell a consistent and relatable story.
- Is your content worthwhile? Is what you are saying and offering worthwhile to your target audience? Maybe the lack of engagement is telling you something. It could be time to refocus and find what really matters.
- Is every step along the journey working? Are you sending people to landing pages that are consistent with your social posts? Does your website have the right messaging? Is your contact information correct everywhere? Make sure that when you get attention you don’t lose people because these basics are broken, incorrect, or confusing.
- What have you learned? Having a plan of action is great, but you must measure and retool often. Make sure to pay attention to the messages that resonate as well as the ones that flop. Adjust as warranted!