For example, from the moment she sees a simple Nike shoe image post on
her feed (targeted to her because she has running listed as a Facebook
hobby, recently visited Nike’s site, or shown browsing behaviors all
logged through tracking pixels), to the moment she clicked it because
the shoe was pretty, to the moment she read about the new shoe’s
technology helping women her age conquer tougher courses and feel better
physically doing it, to the moment she checked “just to see” if they
had her size because she, too, wanted to conquer tougher courses thanks
to that shoe, to the emotionally-connected moment when “in stock”
appeared, to the moment she purchased it … she believed she was in
And all the while, she believes social media marketing is a waste of time.
So, who wins here? Her? The company selling the shoe? The marketing
department or firm that unobtrusively convinced a consumer through
content to make a purchase?
The answer, of course, is … yes.
It doesn’t matter if you spend $10, $100, $1000 or even $1 million on
campaigns, if you’re doing social media marketing and content marketing
correctly, it will appear as if you’re doing nothing. Your marketing
efforts will “fail” as traditional advertising, slipping past consumers’
ad radars and into their psyches, which positions your product or brand
even more firmly than it was previously.
The ad radar: How to beat it
Here are a few quick tips to help you “fail” better.
- Headline: As B-2-C has evolved into a relationship,
it stands to reason that relationship rules apply. Therefore, screaming
never works, and your social media or content marketing headline
shouldn’t either. Depending on the platform, you have room to work,
especially on Facebook. Be kind. Be gentle. Be inviting. Above all else,
be interesting. Use your data to identify what drives your consumer
group and build brand-centric messaging that communicates using those
- Copy: Again, depending what platform you’re using
your copy will need to abide by different rules. On Facebook, for
example, your ad can only have 20% text. This makes your artwork
incredibly valuable, and the words you choose even more so. It can’t be
stressed enough – use data. Use a keyword search as it relates to your
consumers to find out what words draw them most. Build your copy with
those words. In other words, speak their language and connect with them.
Remember, the purpose to all of this is to engage and build a
- Images: The same concepts for copy can be applied to
images (should your A/B testing prove to show your audience wants them).
Sharp, clear images depicting those things that resonate most deeply
with your buyers and sellers. Use those and avoid images that you think
just “look cool.” Apply data and science; not gut feel. And, if
something feels culturally risky, don’t do it. The potential harm to
your brand always far outweighs any potential flash notoriety.
So, how will you know all of this is working?
Your social media Key Performance Indicators (in addition to your site
KPIs) will show increased engagement, increased web traffic, and,
eventually, increased conversions from leads to purchases. (That’s all
provided your entire sales conversion funnel process is in good shape,
If you have increased social media marketing and content marketing
tactics, but you aren’t seeing results, keep a few things in mind: 1)
these practices take time, so if you just started, let things work
before bailing; and, 2) if you’ve been trying for months to no avail,
use all the relevant data you can to make sure your copy and content are
positioned to play favorably to your demographic.
Get that in line, and your campaigns will be better set up to “fail” to your brand’s benefit.