Most SMBs fail at social media marketing.
I’m not trying to be rude. But they just do. We work with a fair number of SMBs that also use call tracking software. And they fail at social media marketing. Consider the facts:
– 88% of SMBs say they aren’t using social media effectively – Harvard Business Review, 2012
– 45% of SMBs say they don’t know how using social media will help their business – TechAisle, 2012
If that 88% statistic doesn’t indicate total failure…I don’t know what does.
Think about that! 9 out of 10 businesses admit that they aren’t using social media effectively.
They know it. They’re aware of it.
In terms of social media marketing, there are three groups of SMBs. Two of these groups fail at social media marketing.
This is, perhaps, the largest group of SMBs. These are SMBs that have no discernible goal for their social media efforts. They simply do social media marketing because they know they’re supposed to. They have a Facebook page because they know they should have a Facebook page. The same is true of Twitter and other channels. They do it because they know they should.
But they aren’t really trying to accomplish anything with these efforts. They have no lead, customer or revenue goal associated with these efforts. They’re just doing them to do them.
This is bad.
Research suggests that nearly half of all SMBs fall into this category. They have no idea why they’re doing social media stuff. They just do it.
This is the number one reason SMBs fail at social media. They don’t have any goals.
This group of SMBs care about things like Twitter followers, Facebook fans, and Klout score.
None of these goals are bad. But, to be frank, these goals are not great either. These goals don’t necessarily produce leads, revenue or customers. They don’t. They’re vanity numbers.
These goals are average.
Are they better than having zero goals like our first group? Yes, but they are not ideal.
If you’re goal is to produce Likes, Fans, Followers, etc., eventually you’ll be disappointed when your social media efforts don’t produce any revenue, leads, or customers.
These are SMBs that have revenue goals associated with their social media efforts. We’ll write more on the tactics they use at various times.
Lack of Social Media Goals = Cause of Marketing Failure
To be frank and brief: the majority of SMBs fail at social media because they have either no goals or they have poor goals.