The number of people using social media is rapidly increasing, and they spend a lot of time on it connecting with people around the world, staying informed, entertained, etc. Since it has become a vital part of their audience’s lives, content marketers and advertisers have started focusing on it more than ever. In digital marketing, social media has a crucial role to play in promoting products and services, enhancing customer engagement rates, and creating awareness.
This blog brings to light certain social media marketing mistakes you must avoid when creating your strategy. But before we delve into that, let’s look at a few benefits of embracing social media as part of your online marketing strategy.
Advantages of Social Media for Businesses
Social media helps in knowing not only what your customers are saying about your brand, but also what your competitors are up to. As compared to traditional advertising mediums, social media lets you promote your products and services in a more creative and informative manner (let’s face it: today’s consumers hate being sold to blatantly.) Here are a few crucial benefits of social media marketing for businesses:
- It helps you grow your online presence.
- It helps you build a strong community.
- It creates greater brand awareness.
- It helps you find customers and create long-lasting relationships with them.
- It enables you to tell your brand’s story more effectively.
- It helps you analyze your target audience’s interests better.
6 Social Media Marketing Mistakes You Should Strictly Avoid
Although there are many advantages of social media, marketers and social media managers need to avoid certain mistakes to ensure the fulfillment of their business goals. In this section, we will discuss the six primary social media marketing mistakes that are generally committed by brands. Read on.
1. Unclear goals and strategy
Having a clear strategy is key to ensuring that a brand flourishes and gains popularity among the target customers. So, while planning a social media marketing strategy, it is imperative to have goals that are clearly defined. Your goals may include increasing brand awareness, lead generation, better customer service, etc. However, keep in mind that these goals must be noted down, so that an action plan can be developed for their execution. Determining your brand voice and personality, maintaining a content calendar, and determining the types of posts, etc., are the major determinants of the action plan.
Once an action plan is implemented, it becomes necessary to track its effectiveness. Along with this, you need to implement users’ feedback to enhance the customer experience. It is a good idea to ask customers for suggestions to help serve them better. Doing this helps a brand gain the customer’s confidence and loyalty.
2. Over-promoting a product or service
This includes the overt “buy me” or similar posts that lead to customers unfollowing and disliking a brand. To tackle this issue, brands must be careful to have limited promotional posts. Incorporating informative posts, such as to-dos, guides, tutorials, or something that is entertaining for the customers, will grab attention. Typically, having one promotional post for every four non-promotional ones is one of the best social media marketing strategies you can follow.
3. Insufficient and non-uniform updates
Keeping the customers consistently updated about your brand play an active role in helping them remember it and opt for your products when they need them. It is quite challenging to provide regular updates that can keep up with the changing interests of customers, but it is significant for the achievement of your brand’s social media strategy goals. Social media managers or specialists can be hired for this purpose. Starbucks is an excellent example of a complete, frequently updated social media profile.
Additionally, exclusive content about the brand can be published to engage consumers. This includes sharing coupons, previews of new products, providing sneak peeks into events, and more. No matter what content you post, remember to be consistent with it. Your customer engagement on social media is as good as your uniformity in posting on social media channels.
4. Low interaction with the community
When brands fail to interact with their consumers by not responding to their comments or private messages, it makes the users feel that the brand doesn’t care about them. This creates a negative impact on the brand’s image, and consumers might even switch to other brands. So, prompt responses to consumers in every form play a significant role in getting a higher number of loyal customers.
Also, try publishing interactive content, such as quizzes, maps, short surveys, and more, to engage consumers better. This will make them feel like their opinion really matters. You can also host ask-me-anything (AMA) sessions on Instagram Stories, which will help customers ask any queries they may have about your brand. You can also conduct a Live from time to time. No matter which option you choose, the key is to make your users as involved as possible.
5. Lack of optimized content
Just publishing content is not enough to ensure consumer engagement for any brand. Whatever content you post needs to be optimized. This can be done on the basis of an analysis of the posts that are performing better. For instance, short video clips or textual posts with images perform better than content with plain text that has no images.
Since the market is competitive, a marketing campaign has to be made based on the approaches used by peers to outperform competition and convert more potential customers. Now, here are a few simple ways you can optimize your social media content writing:
- Use high-quality images.
- Use relevant hashtags.
- Include call to actions where needed.
- Whether long or short, keep your captions catchy and engaging.
- Involve the audience wherever possible.
- Fix your posting schedule.
- For cohesiveness, use colors and visuals according to your brand style guide.
6. Using only one social media platform
This is another grave social media marketing mistake, as not all customers are always active on one platform. The community-building of a brand can be enhanced by using more than one platform strategically. Besides, each social media channel serves a different purpose. Instagram is more visual-oriented, while LinkedIn can be used for establishing influence in your niche and making professional connections.
That said, be sure not to spread yourself too thin. You don’t have to be all over the place. If you get too overwhelmed, master one platform first and then move on to the next one. Be gradual with your plan of action.
Maintaining a social media content calendar can be helpful as this enables you to focus on a particular social media platform at one time. It helps in deciding which posts would be impactful what platform, without getting entangled in multiple platforms all at once. It is also a good practice to opt for different days to post on various platforms.
That’s a wrap on the social media marketing mistakes you need to avoid. While following these tips, the most important point you need to keep in mind is to have a personable approach, which the audience will find engaging and friendly.
Social media helps businesses with greater customer engagement, helps grow an online presence, and leads to more brand awareness, among other benefits.
Using high-quality imagery, incorporating relevant hashtags, having a complete profile, and writing catchy captions are a few ways to optimize your content for social media.
Not optimizing content, being inconsistent with your posting schedule, having an unclear strategy, and overselling your brand are a few social media marketing mistakes to avoid.