Why Social Media Analytics Companies Fail at Social Media

Steven Briggs, Technology Content Expert @ Article-Writing.co
Posted On: May 08, 2018
If you run a social media analytics company, you understand the importance of social media for business owners. But are you using it effectively when marketing your own company to potential clients or are you making critical social media mistakes? Often, social analytics companies spend time analyzing the effectiveness of every one of their customer’s tweets, but they’re not doing the same for their own social media efforts. While you might post regularly on channels like Facebook, LinkedIn, Twitter and Instagram, these messages might not be having the right effect on your target audience. Find out why so many social media analytics companies are failing themselves and what you can do to improve the results of your social marketing campaign.

Dedicate Adequate Resources to Social Media Marketing

One of the biggest social media mistakes your analytics company can make is not having enough resources devoted to social media marketing and content marketing in general. When asked “What do technology startups struggle with most when it comes to marketing?”, Marty Zwilling, Founder & CEO of Startup Professionals, Inc., states, “Technologists believe that their new technology is so exciting, it will sell itself. The result is an age-old dream that ‘if we build it, they will come.’”

You might think that social media is easier said than done, but if you or a member of your team is simply whipping up a tweet before you move onto other tasks, you’re missing the point. Every message your company posts on social media should be geared towards helping potential clients understand the benefits of social media analytics and how it can improve the reach of their company. This goes beyond just skipping social media mistakes.

This means having enough manpower in place to come up with an effective strategy for your social media campaign. You’ll need lots of input in terms of what your strategy should include, what kinds of business owners and potential clients you want to appeal to, and knowing which features and aspects of your service you should promote. Remember that spending on social media marketing has gone up every year since 2014, with companies spending around $13.5 billion in 2017 alone. Ensure that you don’t get left in the dust by beefing up your social media marketing team.

Educate, Don’t Alienate

Social media analytics is a relatively new phenomenon in the world of digital marketing. This makes it ripe for social media mistakes. With so many trends and statics to keep up with, your target audience could use some enlightening on the matter. No one is going to sign up for your analytics services unless they understand what they have to gain from working with your company. Small business owners have a lot on their plate, and they’ll appreciate the helping hand. You can make it easier on them by clearly communicating the benefits of your services and how to use them.

social media mistakes

Social media analytics can be a generic term, and many of your potential clients won’t understand everything your service provides. Your analytics software is bound to be filled with complicated algorithms, search tools, and a customizable interface with lots of moving parts. So how are any of your clients going to make use of these tools or sign up for your services unless they understand what they’re getting in return?

Even if someone stumbles onto your website, they might decide that social media analytics is just all too confusing and may opt out altogether. This is yet another set of social media mistakes. Instead of alienating potential clients, you can coax them into subscribing to your services by speaking their language.

Use some of these social media tips to improve your company’s marketing strategy:

  • Create unique posts for clients in different industries that highlight the benefits of analytics.
  • Empower the user by showing them how to use your software.
  • Give them a peek behind the scenes at how your analytics software works.
  • Highlight success stories and case studies based on your other clients’ real experiences.

Creating an effective social media campaign is a common problem, so don’t beat yourself up if your posts aren’t getting the results you’re looking for. In fact, 43% of digital marketers say social media is one of their most effective tactics, but 49% call it one of the most difficult. It’s also an easy place to start social media mistakes.

Use Current Events to Your Advantage

If you want to make your social media content more appealing and actionable, don’t forget to keep your finger on the pulse of your client’s industry. If you know what world your clients live in, focus on pitching your company in a way that speaks your client’s specific interests. You can use the latest statistics or a recent news story as a way of highlighting the features of your analytics service. While all those generic social media marketing statistics can be great fodder for tweets, you can also try incorporating some of the events that are happening in your client’s industry.

As internet marketing consultant Jordan Kasteler suggests,

“Use content that brings two topics together: one mainstream topic and one niche-related topic. For example, tie a current event to your business industry.”

If your social media analytics company is making social media mistakes and struggling with your own strategy, try using a more tailored approach based on what you know about your target audience. Try to educate potential clients as much as possible without alienating them with overly technical language. If you need help with your social media marketing strategy, contact the professional team of writers at Article-Writing for more news and advice.

Need Writing Help?

If writing expertly-crafted blog posts isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of the words, so you can get back to growing your social media analytics business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

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At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

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