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97 WHY DOESN’T SOCIAL MEDIA MARKETING WORK FOR ME..?


Alan Depledge from Depledge Media enlightens small business owners.


This was the disgruntled cry from a frustrated business woman at a recent Dartmouth Business Club Breakfast Meeting, insisting that promoting her company using SMM just wasn’t working. “Am I doing it wrong?” she grum-


bled, “If so, do enlighten me.” The sad truth is that most small/ medium sized businesses don’t un- derstand how to get the most from Social media marketing (SMM), choosing the wrong platform and then populating it with irrelevant, insufficient or inappropriate con- tent with no real plan – apart from posting pretty pictures – of what to do. “Do you have a clear idea of your


target customer?” I asked, keen to help. “It’s vitally important to know who you should be attracting. If you don’t, how do you know where to look, how to contact them - and how you will recognise that you’ve found them if you do?” Turns out that the lady had no


kind of marketing plan or budget. It’s amazing how few businesses write any kind of carefully written plan. Without one, how can they hope to achieve any effective marketing? I tried to explain that in order to reach your goals, you need to set out step by step how you’ll get there. Hand in hand with this should be a marketing budget that shows how your good ideas will be paid for without over-spending. “But I don’t have time!” she coun-


tered, “I’m spending every moment running my business – how do you expect me to find time to learn SMM and then implement it?” Fair point - one that is often


underestimated when embarking on your first SMM journey. While owners are getting on with what they do best – running their busi- ness – they sometimes need a little


help. Let me elaborate: Let’s assume you can set up your


own Facebook (FB) Business page. You then start posting updates, videos, slide shows, polls, compe- titions etc., attracting thousands of new followers and fans to like the page. How do you measure the success of all this effort? Which post updates are best? Are slide shows better that videos? Is FB Live worth using? If you don’t measure your activity and compare perfor- mance, how will you know if you’re being successful?


feedback rather than big, meaning- less numbers. Don’t forget, you’re looking for engagement with every like, comment and share in order to build a genuine relationship. Also, with 90,000 likes that’s going to take a pretty big team of staff! FB are particularly good at


encouraging businesses to spend money, making it easy to boost a post or promote your page. Useful if done as part of your marketing plan - however, quite often this is a random action which results in ‘reaching’ X thousand people. The bigger the number the better the result appears, but what does that really mean for your business? Very little, it turns out. I go back to the need for a mar- keting plan. Too many people now believe they can satisfy all of their marketing requirements using the ‘magic’ of SMM, without realis- ing perhaps that whilst it is very popular and effective, not everyone uses it. People still read papers and magazines (like this one!), go to cinemas and see posters and flyers. Some even open emails! There are only really two meth-


Some feel that if they’ve 10,000 FB likes or 20,000 Instagram fol- lowers, that automatically means they’re successful, but does it mean they’re doing things right in the digital marketing portal? Not necessarily. Too much attention is paid to acquiring more and more fans, but more does not always mean ‘effective’. Better to have a third as many fans engaging with your account and giving you great


ods to carry out SMM for your business. Either you find time to do it, or find someone else to do it for you. It’s an increasingly complex area and you need to keep up to date. Done properly it can provide benefits such as: greater awareness for your new or re-vitalised busi- ness; important feedback to help improve a service or launch a new product, referrals - and of course, traffic to your website. Just remember, social media


marketing doesn’t work – unless you do it properly!


www.depledgemedia.com Contact: T: 07726 598 083 email: alan@depledgemedia.com


Just remember, social media marketing doesn’t work – unless you do it properly!


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