Why Business Owners Often Need Help with Social Media Marketing (Hint: It All Boils Down to Time)
1.) Any ol’ Text Simply Won’t Do. Content is a craft that requires research, insight, and time. Writing good posts is a very specific (almost scientific) strategy that mixes trending keywords, links, and call to actions with personal and valuable information in a unique and creative way that will resonate with the audience. Most business owners do not have the time it takes to devote to this craft.
2.) Any ol’ Image Simply Won’t Do. Content that meets all the above factors is still not “good” content, if it is never read on a newsfeed. Creative visuals (pictures, graphics, videos) are the traffic cones for good content. These are what get your quickly-scrolling audience to slow down (or slam on its brakes) and click your content. Many business owners do not have the time to devote to creating picture-perfect visuals.
3.) Any ol’ Timing Simply Won’t Do. Even if you have impeccable content and stunning images, it’s still not enough if you are posting at random intervals whenever you find the time. Social media algorithms are brutal sometimes, and to stay visible in front of your audience you have to be consistent on all channels, at high traffic times. Most business owners do not have the time to post consistently enough, nor do they have the resources to measure peak posting hours.
4.) Any ol’ Measurement Simply Won’t Do. Say you crafted the perfect post, with the perfect picture, and posted at the perfect time. You got more than a thousand likes and 200 shares in 6 hours. This would be a good measure of your success, right? Wrong. It’s a good start, yes. But in order to gauge your real social success you need to measure much more than likes and shares (Many people who like your post, might not actually like your post, but they do click and read). You need in-depth analytics on every post, every ad, and every member of your audience. And you need to do this regularly to look for patterns and trends so you stay on top.
5.) Any ol’ Strategy, Simply Won’t Do. Even if you’ve mastered all of the above, you are still not guaranteed a permanent position on the top of newsfeeds and search engine results pages. In fact, the only unchanging thing about SEO and Social SEO is that it is constantly changing. Social and search engine algorithms are constantly evolving, which means businesses need to be constantly adapting. Even the search methods are changing, as voice searches (like Siri and Alexa) gain more popularity. Most business owners do not have the time it takes to stay informed and up-to-date on current ranking factors and algorithm changes.