It doesn’t matter whether you’re a full blown community manager, digital marketer, or just someone trying to go digital with their business or art. These 3 things make everything inside you cringe in fear.
Facebook changing its algorithm
One day your friend’s posts are the priority, then only the pages you interact with the most, or now… Your friend’s contents are back up in the priority list, but that business page you’ve been investing on is out to the sidebar and down in priority.
Each change in Facebook’s algorithm, or Instagram’s, or Google’s, YouTube’s, or any of their policy changes makes millions of users suffer mini heart-attacks followed immediately by the traditional… “What now?”
And here’s precisely where these platforms in their infinite wisdom make us grow and become more creative; not to mention sucking more of our time and budgets to make our content survive and keep our accounts alive and thriving.
Choosing the wrong market segments and audiences for your Facebook or Google ads.
Even though we are not all marketing experts (though I may argue even though we MAY ALL be marketing experts the sentence would remain true) the unpredictability of campaigns and their efficiency is mind-blowing.
Every time we spend hours finding the right customer or audience. We basically turn to anything from pattern analysis, previous customer experience, meditation, and all sorts of things to find and understand our “Ideal Customer” or “Average User”.
We go for broad ranges, mirror communities, whatever the company’s owner thinks is their target, whatever the marketing department chose, or whatever our gut told us In the end, we take a leap of faith, set the budget, generate ad A and B just in case we can beat the odds, and we surrender to the mighty marketing gods to get our campaign launched and approved.
All of this to find that one link click cost half your budget, the likes you got had nothing to do with the audience you paid for, and you didn’t get any sales or leads, even though that was your goal.
Cero engagement in your posts (Especially when you post a survey, contest, or something with a Call To Action).
Nothing worse than the desert-like vision with cricket noises of 0 likes, comments, or shares when no one has reacted to your content. You double-check to see if it’s working, you notice 10-20 people have seen it, and yet nothing. Maybe you got a random like from someone who unknowingly clicked while scrolling. However, your post, that one that needed engagement, is done.
Then you go into the wonderful… “Maybe it was the copy? Should I edit the text? Was it the photo? Should I go with a video? Maybe if I repost in a couple of hours… That 7p.m. post always works… It surely will work with the evening crowd, right?”
And thus, we celebrate a night of scary and spooky stuff with all the scary things we face bravely in running our accounts and digital presence. Happy Halloween!