Today we’re going to talk about why your social media efforts might not be working. And by working, I mean that social media might not be converting as many clients as you think it should be, or you have some sort of expectation around your social media and you’re frustrated with your results. So without further ado, let’s dive in.
Reason #1: You aren’t 100% behind what you offer.
When I talk about not being 100% behind your offer, what I mean is that there’s some aspect of what you offer that you’re not fully aligned with. It doesn’t necessarily mean that you don’t love it or that you hate it, but there might be an element that you don’t love. All of those things result in lackluster energy when you are talking about your offer or creating content that supports the offer. People get excited about what you’re excited about. When you believe that your offer is literally the best thing on the market – they will believe that it’s the best thing on the market.
Reason #2: Your online storefront is lacking authority.
When you are marketing and selling something, what will an interested prospective client do? They will go and check out your website. If your content doesn’t match what they’re seeing on your social media, or there is a disconnect in your messaging, you’re not going to be able to sell. Research and statistics show that when our brain registers something unfamiliar or inconsistent, it reads as danger, and we are conditioned to back away from that messaging. Having a rock solid online authority means having continuity and consistency across all your online storefronts.
Reason #3: You’re confusing your audience.
When you confuse people, they will walk away. Confused buyers do not buy, and a confused mind will scroll on past your account. It’s our job to be super, super clear with what it is that we are offering. You need to speak to people without the assumption that they know what you’re talking about or what you are offering.
Reason #4: You aren’t doing lead generation or you’re not prioritizing it
If you’re not doing any sort of engagement on social media, that could be the reason social media isn’t working for you. This is the thing that most people put on the back burner because it’s something that they don’t particularly like or enjoy doing. We really have to come back to this question: “What is going to help me grow my business and consistently get me in front of new audiences?”
Reason #5: Your content doesn’t intentionally support your offers.
You could be marketing all day long, and creating incredible content. You might feel really good about the quality of the content you create. But here’s the thing. If it does not intentionally support the offers that you want your people to buy, you’re going to have a hard time selling. We have to create content that actually supports what we are selling.
Reason #6: You show very little of your human side.
It’s very important for you to humanize yourself, so you want to make sure that you are incorporating who you are as a person. You cannot attract your ideal client if you are hiding behind your logo under the guise of “staying professional”. There can absolutely be boundaries around how much you share on social media, but there is always a way to inject your personality into your brand and content.
Reason #7: You are not selling enough.
Content marketing is great, but let’s be real, in order to sell on social media, you need to actually sell and sell consistently. If you’re talking about your offers on social media, understand that the algorithm is not your friend in this. If you talk about your offers eight times a month, that might feel like a lot to you. But because of the algorithm, just a small fraction of your followers are seeing even some of those posts. Repetition is your friend, and selling often is the ticket. Here’s the truth: most people buy when you ask them to buy.
Reason #8: Your content is vanilla.
What do I mean by “vanilla content”? I’ll keep it simple: Your content is boring. I know that’s harsh, but it’s true. You need to create content that actually entertains people. Now, when I say entertaining, it doesn’t always mean funny, it means just that that person values that information. It could be motivational, inspirational, relatable, or funny. It could also, be thought provoking, a really great juicy story. The value is going to be different for everybody. Your job is to speak to your ideal client in a way that makes them stop their scroll and pay attention.
Reason #9: You are not consistently showing up on social media
You’ve got to consistently show up on social media day in and day out, whether you feel like it or not, because your business depends on it. Your growth depends on it. If you’re not consistently showing up on social media, then you’re not building an audience. I want you to be in control of how much money you make. And in order to be in control of how much money you make, you have to have an engaged audience that’s always excited and ready to buy from you. That magic only happens when you consistently show up, build trust, build authority, give value, and sell.
All right, I gave you a list of things that I want you to look at, reflect on, and consider. I’d love to hear from you if you found this episode valuable! DM me on Instagram or LinkedIn and let me know what reason hit you in the face.
One last thing, this isn’t about getting it perfect 24/7. It’s just about understanding what’s needed and trying our absolute best.
