By Mischa Truong-Tran
Social Media Expert at Buildatribe.com – Social Media Consultants
When should you give up on social media marketing, video marketing, email marketing and mobile marketing? Those types of marketing efforts can consume a bunch of resources and produce few leads and customers if they aren't done correctly.
Nobody should keep investing resources into social media campaigns and social media strategies that aren’t paying off. Or should they, for a little while? As long as you are learning from mistakes, adjusting course, and getting better at what you do, there’s no reason to give up.
Top social media experts, social media consultants and others who have experimented with social media strategies will tell you that they have learned some of their most valuable lessons through trial and error. You don't have to be a social media strategist to notice what is working and what isn't.
Based on your answers to a few simple questions, you should be able to determine where to invest your online marketing time and resources. Here they are.
First, are you attracting enough visitors to your site? If not, don’t prematurely judge your marketing message or your special offer as ineffective.
Second, if you're attracting plenty of visitors, then you need to ask yourself if they are the right type of visitors. It’s not enough to attract visitors to your site if they aren't the people who are likely to buy or refer others to your products or services. Top social media experts and social media consultants will tell you that fixing this problem could be as simple as adjusting the content in your messages.
Third, if you are attracting enough of the right site visitors with your social media campaigns and social media strategies, but they aren’t giving you their contact information or making purchases, then you might want to come up with a different offer. Your solution might be that easy.
Finally, if you are capturing their contact information and built a follow up process that isn’t generating predictable, much less the viral marketing results you were hoping for, then you should experiment and try using different follow up campaigns. Test one campaign that is longer against one that is shorter. Test one campaign that has longer intervals of time between contacts against one with shorter ones. Test different offers too. Always measure your results and let the feedback give you the answers you need.
As my dad used to say, “Quitters never win and winners never quit.” When it comes to online marketing and offline marketing, his advice still applies.
