Digital marketing is one of the most useful tools for small businesses to connect with their audience online. Through digital marketing, we not only strengthen our brand but also get more profit for our company. However, some recent data show how the majority of small businesses don’t have a positive ROI from their online campaigns, especially those launched on Facebook.
According to a study by Marketingland.com, “over 4,700 US small businesses with fewer than 10 employees found that only 24% were seeing positive ROI.” But why should a platform as efficient as Facebook not generate a positive ROI for small businesses? Maybe these companies are making one of the following mistakes in online marketing. Check the list and make sure your company is not doing the same.
Lack of a Marketing Strategy
A reason why small businesses fail with their promotional campaigns on Facebook is the lack of strategic planning. Defining marketing strategies is fundamental for the positioning of any company and even more when doing online marketing.
Please note that an effective marketing strategy is not about copying ideas from similar companies and adjusting them to your own business. Proper strategic planning requires that you know your audience, content, goals, and distribution. You will also need an advertising budget to meet each of your goals.
Companies without a clear goal will hardly see the benefits. The ROI on Facebook is directly proportional to the organization and implementation of an effective marketing strategy. Without it, the road becomes more difficult than it already is.
Obsession with tactics
A good social media strategy always beats new flashy tactics. Snapchat is a clear example of that.
A few years ago Snapchat was used for big and small companies as a marketing digital tool. Its innovative features helped enterprises to boost their brands and interact with the audience in a closer and more friendly way. Shortly afterward some other big players like Facebook and Instagram began to imitate Snapchat’s practices which were not a good sign for Snapchat (now it has fewer unique features to attract users).
The takeaway here is the importance of your marketing strategy and see what has worked for others rather than trying to reinvent the wheel.
No time investment
How much time do you spend refreshing your social networks? No, it’s not just about creating an account on Facebook, Twitter, Instagram, etc. to feel that you are now online. There’s more to it than that.
Managing social networks takes time especially if you want excellent results. According to Socialmediatoday.com, “One of the most surprising takeaways from the study is that 75% of small businesses are spending less than two hours a week on social media marketing.”
Here are some things to consider:
- Only 10% of people spend more than 10 hours a week doing Facebook marketing while 58% spend less than 1 hour.
- 6% publish new posts on Facebook more than three times per day while 58% of people post a few times a month.
Having social media and not investing quality time into it is like not having it at all. Digital tools are useful depending on the time and effort that is allocated to manage them.
A few years ago being part of Facebook to reach thousands of people and generate substantial traffic to your website was easy. Now, trying to do that without investing in advertising is a difficult task.
First, considering the costs. Many small businesses may think they can’t invest in online advertising. However, it’s important to highlight that the advertising budget allocated by each company depends on their capabilities and goals.
You don’t need a lot of money to invest on Facebook ads. Even with $ 200 per month and a good advertising campaign, you’ll be able to generate positive ROI.
While reading this article have you identified with any of these social marketing errors? Don’t worry if have. It’s time to do things the right way.