Is It Possible to Overdo Social Media Marketing?


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Promotional pages and advertisements have always existed on social media. Most users just filter out the noise and tolerate its presence on the platform. But at a certain point, too much promotional content can become annoying.

As the users’ news feeds continue to fill up with the repetitive advertisement, they begin to feel they are simply targets for lead generation efforts. Yet, users follow their favorite brands for the value they can offer. As soon as they notice repetitive, unoriginal content being constantly shared, they become frustrated. Hence, they begin to feel disconnected from the brand. Hitting ‘unlike’ or ‘unfollow’ becomes easier.

When to Know You’re Overdoing It

Your social media marketing efforts are valuable to your business. They are one of the most effective methods in creating awareness and driving traffic to your site. But improper execution can stand in the way of that. At this point, your methodology stands in the way of your goals. You may think you’re doing all the right things but in actuality, you’re doing too much.

So how do you know you’re still on the right track? Here are some telltale signs you need to tone your efforts down.

1.            When you’re no longer getting any results.

One way to know you’re overdoing it is if you have nothing to show for your efforts. You put in plenty of effort and your resources slowly dwindle, yet you have no returns.

Take this for example. You start an ad campaign and set up a budget to finance it. You start seeing its results and you get excited so you start another one. But as time passes, you begin to notice that you’re merely spending your resources but getting little results. It may be time to cut back on spending and reevaluate your strategy.

2.            When your content produces the wrong response.

Regularly sharing content should be part of your social media marketing strategy. The content that you share, as well as the ads that you take out, should be targeting the right people. They should be equipped with the right tools designed to promote what you have to offer to your audience.

After accomplishing all these things and checking your metrics, you see that they are indeed reaching the right people. However, reaching your audience and getting them to do what you want are two disparate things. Perhaps, this is a sign that you have saturated your brand with too many promotional materials.

While you need to be consistent in reaching your target audience, you must also make sure you don’t do it too much and risk driving them away.

3.            When you’ve adopted nearly every new trend or strategy.

There is no one true strategy that you can stick to over the course of your social media marketing efforts. Marketing strategies evolve and you will have to adapt to stay in front – or just to keep up. But even if that is the case, there is no need to adopt every new iteration into your marketing plan. When you find yourself on the bandwagon of every new trend and incorporating them into your strategy, perhaps it’s time to reevaluate your strategy.

On the Path to Recovery

Once you’ve identified how and where you’ve strayed, you can immediately go back to the path of recovery and set everything straight. Here are some tips on how you can recover from bad execution of your social media marketing strategy.

Timing is Essential

Your main goal is to get your target audience to read your content. To accomplish that, timing is essential. Schedule your posts and updates when your audience is typically online. This will vary depending on the demographic. For instance, professionals tend to go online during lunchtime and in the evening when they get off work.

Space Out Your Posts

Providing an ample amount of time as an interval for each post is important. Audiences are often annoyed when brands post updates within minutes of each other. They seem spammy and are just pointless.

Lessen Self Advertising

Often times, social media marketing strategies become too self-serving. Most of the focus lie on self-promotion rather than trying to engage the audience. When this happens, your audience will feel as simply a target for advertisements.

Aim to strike a balance with regards to the content that you share. Share a few links for self-promotion, some engaging content, and a few links to industry news.

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