Social media is the next frontier in digital marketing. With 42% of the world population now on social media, this is a perfect customer catchment platform. A study by GlobalWebIndex says 54% of social media users search for products and services. These numbers highlight the potential for marketing on social media networks.
From Facebook, Instagram, LinkedIn, Snapchat to WhatsApp, your business can now harness the power of social media. But it is not easy and many brands have tried it with no results. If you approach these networks without a content strategy, your best efforts will fail.
When deploying social media marketing, many brands also make mistakes that compromise their efforts. Any gaffe on these networks can explode into a big marketing nightmare within minutes. It is thus important to learn these mistakes and avoid them in your social media campaigns.
This guide highlights a few of these pitfalls to help improve your social media strategy.
1. Lack of an Objective
There’s a temptation by business owners to ride on the latest marketing trends. When it comes to social media, this entails creating multiple accounts and posting random content. This is the greatest blunder your business can make.
You have to define an objective for your social media presence. What do you want to achieve? Do you want to raise brand awareness, generate leads, boost conversion, promote products or build brand visibility? Is social media the best tool to achieve your marketing goals? When you have an objective, it becomes easy to forensically track engagements.
2. Lack of Consistency
Another big mistake by businesses on social media is lack of consistency. If you want to harness the power of social media, you must build a brand identity and personality. Your target readers should easily identify your posts through a constituent tone, branding and messaging.
Using branded and optimized image sizes, trademark colors, and design is a smart way to connect with your target audience. You can use the available tools to help you with brand consistencies.
3. Failure To Optimize For Each Social Media Network
Most businesses have multiple accounts across all social media platforms. While this is not a bad idea, posting identical content across the board is a major blunder.
If you are not optimizing for each social media network, there’s a likelihood of losing your customers. Your target readers use multiple platforms and they will come across your duplicated content. It is a major turnoff for customers as they view your brand as lazy.
More importantly, each of these networks has unique content management requirements. You need to customize your content to fit into each of the platforms. This way you will achieve your social media marketing goals.
4. Ignoring your Audience
One of the advantages of social media is the availability of instant feedback from your audience. Sometimes, the feedback is not pleasant but this does not mean you should ignore it.
You have to listen to what your brand fans and followers have to say about you. Use social media tools that amplify such feedback by highlighting brand mentions.
You should also provide an instant response to your followers to make them feel appreciated. Listening to your audience gives you critical insight on their preferences, dislikes, and other details. The information will help in reviewing your campaigns, improving your products and services.
5. Stretching Yourself Too Thin
Social media is a powerful marketing and branding tool but it is like a double-edged sword. The overuse of social media can stretch your resources and also turn off your target audience.
Some businesses create accounts on every social media platform. Using these accounts, they bombard followers with random content which is counterproductive.
If you want to reap from your social media presence, create a social media content calendar. It is a tool to guide your content strategy and avoid stretching yourself too thin.
You should also consider using intuitive social media management tools to manage your social media accounts.
6. Failure To Track Performance
If you have a goal and objective for your social media content, it follows you have to track your campaigns. Many businesses post great content but don’t leverage analytics to analyze the performance.
Without an evaluation of your marketing campaigns, you will continue using social media blindly. To avoid this, assess crucial metrics such as followers, shares, website traffic, likes, brand mentions among other metrics.
Find tools to streamline your social media tracking and use the findings to tweak your campaigns.
These social media blunders barely scratch the surface. Businesses make many other mistakes, and you should keep researching to avoid them. When building your social media content strategy, start with the objectives, learn about different platforms, listen to your audience and optimize your content to suit the networks you choose. As you run your social media campaign, track its performance and adjust it to boost results.