4 Disadvantages of Social Media Marketing!

All marketing models have their pros and cons. Social media marketing , short video marketing and even live streaming marketing, which are all popular, cannot escape this marketing principle. Just like what is often said in the advertising industry, all media are equal, the only difference is whether they are suitable or not. In fact, the principle is the same for all media.

Community marketing is an effective business operation model with the lowest threshold among all marketing trends.

The reason why we say the trend is that the current marketing environment is that marketing costs are becoming more and more expensive, and the "traffic monetization thinking" will infinitely damage the company's profit points. However, its fission properties, high conversion rate and considerable repurchase rate can infinitely reduce the customer acquisition cost of the marketing front end. In other words, the core concept of social marketing is that all small and medium-sized enterprises need to keep their customers firmly in their hands, and then achieve business goals through content, services and even solutions.

The reason why the threshold is low is that compared to other marketing models such as short videos and live broadcasts, the requirements for content production and professionalism are relatively low. As long as you "know how to chat", you can basically do community marketing. Of course, these marketing trends are not isolated from each other. In the private domain traffic system, short videos and even live broadcasts are actually a very good way to divert traffic and attract new customers. If you want to achieve your business goals well, the best way is to inject all of them into the private domain traffic pool.

So, including Professor Wu Xiaobo, he said a long time ago that all businesses are worth doing again using the community model. That's true. But it is just correct. If you want to be "extremely correct", you really need to "carefully examine" it.

Recently, a student from Beijing named Xiao, who was engaged in housekeeping training and confinement nanny training, had run a store for more than ten years and undertaken some government projects. He could support himself but wanted to do bigger things. The best form of training business is definitely to use this marketing model. He invested nearly 100,000 yuan in the community marketing class for a year, but the final result was bleak. He did not recruit a single student online, wasting time and money in vain. He communicated with me in great distress, saying that he had worked very hard but to no avail.

In fact, this problem is very simple. As long as those community marketing training courses have a little communication, they will know that these two business systems are not suitable for this model at all. On the one hand, it is uncertain whether the parents' generation has a rigid demand for housekeeping and confinement nanny learning, and their willingness to pay is very small. Basically, they are just spending money to buy a certificate. On the other hand, these groups may not even know how to use basic WeChat payment. It is too difficult to let them attend classes or learn online, and there is basically no possibility of fission. But unfortunately, training institutions are only responsible for making money and will not care about the life or death of the project. What should be taught has been taught, and the rest depends on your actual practice. If you do not do well, it is because you have not put the practice in place.

Based on this business model, as long as responsible organizations understand that popular marketing methods are really difficult, the answer I give is very simple: 1. How much money can be earned now and how much money can be supported? If it cannot be supported, it will be disbanded directly. 2. Add business forms that are more suitable for the needs of mothers and young customers based on the existing business model. 3. Community marketing, assisted by self-media marketing, short video marketing, live broadcast marketing, content marketing, etc., is done in accordance with the monetization model of online training institutions. The gameplay is very mature. In fact, I don’t have any unique insights, but I still responsibly say that the suggestions are “inappropriate” because they are crooked from the business root.

This is a lesson learned after spending a year and 100,000 yuan, which means that "what Wu Xiaobo said about communities being able to do all kinds of business doesn't seem to be right."

Therefore, when examining this marketing method, we should not only see the advantages, but also the disadvantages should be given priority. Because many times it is not just a problem of "not so right". Even if it is a very right business model, there are many "minefields" in actual operation. Let’s take stock so that you can prepare for a rainy day.

1. The business roots must be right. Don’t force yourself to do social marketing that is not suitable.

As for what kind of business model is suitable and what kind of business model is unsuitable, we can currently see the following clearly unsuitable ones: business model based on the elderly; to B business model. Or to put it more simply, it is the consumer group that does not know how to use WeChat. Of course there are definitely some that are not suitable. In fact, you just need to carefully examine your own business model.

If you have been doing social marketing for a long time and have made various efforts and attempts in attracting people, splitting and closing deals, but there is no obvious effect, then don't be stubborn and change your marketing model. A very realistic word for all small and medium-sized enterprises: "When you are in a dilemma, it is best to retreat." Most small and medium-sized enterprises do not have the capital to persist.

2. It is a very tiring job

If you want to do social media marketing well, you must first be prepared to be very tired. Because its core work is to provide good content and services, and of course the core is to do social networking. Although it is said that WeChat is a social network among acquaintances, the problem now is that with the constant flow of traffic and friends, it is really too difficult to achieve social networking among acquaintances. So there is no way. The best way to break the deadlock is to "chat". One-on-one private chats and micro-classes are necessary tasks. If you want to ensure the activity of your group, the most effective way is to have voice chat with at least 20% of the people in the group for half an hour and provide them with basic services and solutions, which is the stepping stone to social interaction among acquaintances.

There is no concept of working hours in social media marketing. “Communication” and “chatting” are required at all times. At the same time, you are under pressure to convert transactions at all times, because once the customer starts talking, your sales opportunity comes. If you think you can easily make money using this marketing method, there is no such good thing. In fact, when it comes down to it, there is not much difference between it and traditional sales. Apart from some tricks, it still follows the law of conservation that the harder you work and the more you give, the more you will gain.

3. Content and multi-platform collaboration are needed

Good content is the foundation of everything. Of course, a good public domain traffic platform is also indispensable. Otherwise, a simple community is an overly closed operation. After all, this marketing strategy requires a constant injection of fresh blood.

To create good content, you must at least do two things well: one is to give good micro-courses. The second is to do a good job of WeChat live broadcast. This is the core content form and transaction logic of social marketing. That is, giving priority to providing valuable information and solutions, and solving them through more scenario-based micro-courses or live broadcasts. Of course, key transactions still have to be finalized through one-on-one private chats.

To build a good platform, at least the cooperation of several public domain traffic platforms is needed. On the one hand, there are customer acquisition platforms, such as Toutiao, Douyin, Xiaohongshu, Xianyu and various self-media accounts, etc., to continuously obtain traffic from these platforms. To do this well, the two most critical standards are high-quality content output, and the other is to clarify the platform's operating methods. There is no lazy tricks at all. On the other hand, it is necessary to build a good social e-commerce platform, as long as it is not blocked by WeChat. There are also two considerations. One is to solve the basis of trust in the transaction, because it is easier to close a deal with a platform that endorses at least 7 days of no-reason returns. On the other hand, some basic fission and new user acquisition functions of the platform facilitate the improvement of the form of community fission and are truly beneficial to fission activities.

4. Maybe there are never accurate fans

This may sound cruel, and it may dampen many people's ideas of social media marketing, but I must first point out that this is the actual operating situation, because accurate fans are really hard to find, and very few are released. I have also shared methods for finding accurate groups of people before, which you can refer to. However, the first thing you need to understand is that the final transaction conversion is not as fast as you would like.

Generally speaking, consumer demands are divided into two categories. One is explicit demand, which is the current urgent demand. For example, buying some health products for parents before the New Year or buying some clothes for winter. These are direct demands, but these demands are basically eaten up by e-commerce, search engines and stores. Social marketing may only have the possibility of picking up leaks. The second type of demand is invisible demand, which is future demand. For example, a child is just two years old, but will there be a need for training classes in the future? This demand definitely exists, but it needs the market's acceleration and guidance of education. What we are facing here is more potential demand. These are demands that e-commerce, search engines and stores cannot meet for the time being, and they are also our opportunities. We must prioritize cutting into this foundation and then it will be possible when the demand matures.

This is why many people feel that social marketing will be effective quickly, but in fact it is very slow.

Although community marketing has these four types of problems and shortcomings, such as business model, workload and operational pressure, content production and service capabilities, and even slow transactions, etc., faced with the reality of increasingly high customer acquisition costs in public traffic pools, future marketing can only be to keep customers firmly in one's own hands. The first element of current commercial competition is customer resources, not so-called products, channels, etc. Whoever grasps this advantage first will have the upper hand.

Before you actually start, you need to carefully consider these four points and see if you have the ability to do them well.

Text: Social Marketing Fission Practice

Source: PR Home