Brands and small business are hungry for growth, but one can’t think clearly when one is hungry. Eager to get to market and grow, business owners, tend to get hasty and launch a social media marketing campaign despite not knowing where and how to start. Unknowingly, they make various social media marketing mistakes and not achieve the results they had expected.
Indeed, social media networks are truly powerful – they allow you to tap into a massive pool of prospects that can be drawn and converted into paying customers. There are numerous combinations of marketing activities that can get you there, but be aware of these common traps.
Starting Without a Clear Strategy
Social media marketing plan requires more than posting a few tweets or photos on Instagram every day. You need to set clearly defined goals, match your project to those goals, choose the right platforms, and assign metrics by which you will measure your social media marketing success. Engage a professional to keep your messaging on brand, interact with your audience regularly, and post with purpose and consistency. It is the first of many common social media marketing mistakes to avoid.
Not Making Clear What Sets You Apart from the Competition
If you want to market your business successfully, then you must identify what makes you unique and different than other companies that offer the same or similar products. Every business has something that makes them unique, so start by defining a USP (Unique Selling Proposition) that you can refer to in your social media marketing campaign.
While you focus on your business, ensuring that you stand out from the competition, you shouldn’t take your eyes off the competitors completely. There is so much that you can learn by analysing some of your biggest competitors. For example, check out their social media profiles and what they’re doing there to market themselves. Complement that with a Google search, and then do a SWOT analysis for your own business and each major competitor. Once you do that, you’ll uncover new social media marketing opportunities.
Ignoring Social Media Posts, Questions, and Comments from Fans
Sometimes, a social media marketing campaign doesn’t fail for what you did but for what you didn’t do. The purpose of social media networks is to allow people to connect and interact, and today’s consumers expect a personal and essentially real-time interaction from brands as well. If you’re not using social media to acknowledge communications but only to talk about yourself, you won’t generate any engagement.
For example, if your followers took the time to comment on one of your posts (gave their opinion or asked a question), it’s your duty to provide them with a response. That way, you’re showing them the human side of your brand and that you care. In turn, that will make them happy, and they’ll be glad to purchase or do business with you. By ignoring or avoiding your social media interactions, your followers will feel ignored and will eventually stop paying attention to your updates. The lack of engagement can have various, far-reaching effects.
One of the most common social media marketing mistakes; Trying to sell to everyone is impossible because not everyone can be a potential customer. It’s a common mistake of SMB owners. The product or service you’re offering may appeal to a broader audience, but when it comes to social media marketing, you need to narrow down your target audience to a finite, recognisable group. Only this way you could use social media and messaging approaches to reach them effectively.
Missing the Creative Juice
Producing valuable content isn’t enough. Many brands are doing everything they can to get the attention of their target audience. They all talk at the same time and generate too much noise on social media. It makes it harder for a small business to be heard, despite producing content that’s informative, educational, entertaining, and in other ways relevant to your target audience.
It’s not all about what you’re saying, but how you’re doing it. The budget is limited, so you can’t invest in a team of professionals. However, you can succeed by creating out-of-the-box content. You can create infographics, attractive banners, charts, and other types of visual content which is both engaging and creative. Your users need to identify your brand as the one that posts amazing material. Once they do that, they’ll start following you for more.
Tracking the Wrong Metrics
Marketers often make mistakes when they attempt to measure the success of their social media marketing campaigns. For example, they use the number of their gained followers as the primary metric for measuring success. They believe that their follower count on social media matters, as like, the viewership numbers matter for TV. It is a type of conventional thinking that can lead to your SMM downfall. You can have thousands of followers on social media, and it still won’t make a difference to your brand.
What matters more than your follower count is engagement. Are people compelled to talk about your brand? Is your brand getting mentions? Are people tweeting about it? Are they sharing your content among their peers?
These are the metrics that make sense for your social media marketing.