Social media marketing is a big trend in today’s business environment. Since most people spend time on social networks, most businesses have realized that today’s popular social channels are literary goldmines if leveraged properly.
I believe that we’re currently experiencing the “social media era”, times when the competition is fierce in every possible niche. Every business competes to get as much attention from customers, and social users are currently bombarded with advertisements and social marketing campaigns.
For that reason, as a committed business, you want to ensure that you’re doing the best you can to perform effective social media marketing campaigns without committing all the serious mistakes that your competitors are committing right now.
In today’s post, we’ll discuss the biggest mistakes that you need to acknowledge and avoid while promoting your business in the social environment. Pay attention, take some notes, and make sure you put it all into implementation.
Posting Chaotically Without a Strategy
One of the biggest mistakes businesses make when promoting their products and services on social networks is the fact that they do it chaotically.
Every social media marketing campaign needs to be structured and organized properly. A business needs social media goals in order for its promotion to be effective. Therefore, before you post another update, ensure that you know exactly what you’re trying to achieve.
Here are the most common social media goals:
- Improve brand awareness
- Improve brand reputation
- Improve the social media page’s following
- Improve engagement
- Acquire email opt-ins
- Improve sales
Once you establish your priorities, you can craft the right content for the right purpose.
Choosing the Wrong Platforms to Promote Your Business
Every social channel is different. Each serves different purposes, and businesses need to acknowledge, understand, and adapt to the “culture” of each platform they’re leveraging.
For example, LinkedIn is a social network that is designed to serve the problems and needs of professionals across the world. On LinkedIn, you will never find selfies or “cute” posts. If you’re in the B2B environment, this is one of the networks you need to directly aim towards.
If you’re selling “girly accessories”, Instagram, Pinterest, and Tumblr might be better suited. Facebook is a universal platform that goes for every possible niche, so you’ll want to integrate Facebook in your social media marketing campaigns no matter what.
For more details, here’s a detailed post that explains the characteristics and specifics (as well as the demographics) of each social media platform.
Pumping Your Pages with Fake Followers
Many businesses believe that if their social media profiles are “liked” or “followed” by a lot of people, they will gain credibility. This is true to some extent, as long as the social page looks realistic.
However, if you have 100,000 followers and 30 likes per post on average, most of the serious potential customers will realize that you’ve paid for those huge numbers.
That will hurt your brand’s credibility and reputation. Besides, you’ll be wasting time and money on services that will do no good to your business performance.
Posting Mediocre Content
At the beginning of the post, I’ve mentioned the high competition you’ll find on every social network while promoting every imaginable brand or product.
Well, competition forces brands to come up with original marketing ideas, as well as above-average content. If you’re posting social media updates just for the sake of consistency, you’re committing a big mistake.
Today’s customers are constantly looking for high-quality content and services. If you cannot write it on your own because you lack the skills or the resources, I’d highly advise you consider outsourcing the content development aspect. Allow professionals to do it, and you’ll reap the rewards.
A few resources that I have personally used are:
The professionals you’ll find here are tested and native writers who understand what high-quality content represents. You can say goodbye to grammar and spelling mistakes, as well as to mediocre content that’s written just because it has to be written.
Focusing on Sales Rather Instead of Focusing on Engagement
Social media channels are called “social” for a good reason. When the average customer enters a social media network, he does it for various reasons. They want to relax, have fun, learn new things and communicate with their friends, spouses, and clients. They want to explore new events, news, and ideas.
Many businesses focus their social media campaigns on sales. They exaggeratedly push promotional content that is both intrusive and annoying.
If you want to perform highly profitable social media campaigns, stop focusing on selling. Instead, post educational, inspiring, and fresh content that will put you in a better position to engage with your future customers.
The key is to create engagement on social media and drive all the interested followers to your email list. If they agree to opt-in and receive email updates from you, you can start focusing on developing a brand-customer relationship. However, before you get their approval, being intrusive with social media content is definitely a huge mistake that will cost you a lot!
Neglecting Social Media Analytics
Chaos marketing is never good. If you promote your brand, products, and services on social media on a consistent basis, you need to pay attention to your performance and discover the mistakes you’re committing in real-time.
Social media analytics is present for a purpose. It helps businesses understand what types of content work better, when that content must be posted, but also provides amazing feedback concerning the demographics who are accessing the content.
Neglecting social media analytics is a huge mistake that you’ll want to avoid. Start leveraging social media analytics tools to simplify the job!
Ignoring Negative Feedback
Lastly yet very importantly, ignoring the negative feedback you receive on social platform is a huge sabotaging decision that you’ll want to reconsider.
Some of your customers will feel that your promises haven’t delivered, so they’ll immediately want to let other people know. The best way to do that is to leave a negative review on your page.
In those instances, it’s better to be humble and diplomatic and apologize for the inconveniencies. Even if you don’t believe that those comments are well funded, it’s still crucial to answer them. By ignoring buyers’ complains, other prospective customers will realize that you’re not a brand who takes its customers seriously. That will damage your brand’s reputation big time, so make sure you avoid this mistake at all costs.
If getting social media success would be easy, every single business would be profitable. However, since everyone’s going for the same piece of the pie, you need to outsmart your direct competitors and come up with out-of-the-box strategies.
Most importantly, you need to stop sabotaging your social campaigns. Mistakes can cost a lot of time, attention, and money.
These are the resources that should be effectively leveraged to improve your social marketing performance instead of hurting it. Take the advice you’ve heard today into close consideration and avoid committing these ugly mistakes!
Article by Sharon Hooper
Sharon is marketing specialist in best essay writing service and writer from Manchester, UK.