Social media connects our world in a way that no one has ever seen before. Revolutions, social movements, and critical political discussions are constantly happening on Facebook, Instagram, and Twitter. For small businesses and entrepreneurs, social media has become the great equalizer. It gives access to the same marketing tools that big companies utilize for themselves.
Having a solid marketing plan enables you to use vital social media channels to help you reach your business goals. There are, however, common social media mistakes that even the most successful of companies tend to make at times. Here are some of them:
Ignoring Customers’ Social Media Habits
Using social media is not just about making customers understand your business. In fact, it’s the other way around. Your primary goal should be to make customers feel seen and understood. It’s not about you. It’s about your customers.
If you dabble in social media without even an inkling of your customers’ online behavior, your marketing plan is already doomed from the get-go.
As digital marketers, our first task is to get to know our clients’ target market intimately. The first step is to identify social media usage statistics. What social media platforms do the target audience use? How are they using them? What makes these platforms appealing to our market? What kind of content do they typically consume? When are they most active?
Once you have the answers to these questions, you’ll find that formulating a strategic plan has become a lot easier. If your users tend to be active from 7 pm onwards, you must post content during that period. If they engage more with videos, it’s logical that your content must be geared more toward video content. If they spend more time on Facebook, you might want to put more effort into your Facebook page and cut back on Instagram or other social media platforms.
Use this information and incorporate it into the decision making process. Having a clear idea of where your target users are and how they behave saves you time and money in regards to marketing experiments. Leverage the knowledge to your business’ advantage.
No Solid Content Strategy
Some businesses might regard social media as an easy platform to leverage, therefore not allotting the much-needed resources for it. These companies often tend to generate lots of mediocre content, post non-stop, and wear everybody out.
Content is king, but great digital marketers know that quality content beats any other type of content. Quality content takes the what, where, and when into account.
Make sure that your posts provide value to your customers. Don’t just post anything for the sake of posting. Each piece of content must serve a purpose, may it be to educate, inform, or entertain. Use Buzzsumo or Social Blade. These tools can help you research what it is that your customers care about. Understand where their interests are. From there, you can brainstorm relevant content that has higher chances of engaging audiences.
Post only once or twice a day to avoid people seeing your brand too often and getting tired of it. If you update your accounts too much, you run the risk of people getting desensitized and straight up ignoring you. Stories and live updates are great social media activities, but you must limit your status updates to once or twice a day to ensure quality and create anticipation.
Leverage your video content. Facebook, YouTube, and yes, even LinkedIn’s algorithms are friendly when it comes to videos. They want users to stay longer, and videos are an effective way to achieve that. Videos get twice as much engagement and views compared to other mediums.
Disregarding Your Audience
Think of it this way. You’re a shop owner that sells plants. A customer walks in and browses the store. They notice a rare indoor plant that’s usually hard to take care of. They proceed to compliment you for taking such good care of it. Do you stand there and not answer them? Of course not. You smile, engage them with small talk, and perhaps, you might even score a sale.
Social media is called social for a reason. It’s a two-way street. Meeting customers halfway is the best practice. We have noticed that some companies with exciting products don’t engage with their audience. Even though they have quality services to offer and superb content, their posts are not gaining much traction. They only receive a comment or two. This is because these clients are missing a vital piece of connection with the people.
Likes, views, and comments will naturally come in if you put out a friendly persona that anyone feels they can talk to. Even if it’s just a simple “thank you” message, having a nice “You’re welcome. We hope you enjoy our services!” reply could make all the difference.
People respond to people. If they feel that your brand is someone they can relate to and even respect, it will put you right ahead of the competition.
A general rule of thumb is to treat people on social media as if they’re right in front of you. Having a strong and genuine connection with your community is always good for the business.
Not Understanding the Difference Between Search and Social
We’re giving it to you straight. Social media is a different beast from search engines like Google and Bing. You must understand the mentality of why people go on social media and why they go to search engines. People go to search engines with a need, while people typically go on social media to kill time.
We socialize with our family and friends, watch videos, and consume articles on social media about things that matter to us. People aren’t necessarily going to social media with their credit cards in hand.
Unlike search engines, pushy or hard-sell posts don’t generally do well on social media. People aren’t looking to buy anything there. If you keep pushing the same direct response, infomercial-type posts to your audience, you might be on the wrong platform. If you’re looking to sell a product that is where a national SEO campaign can come handy. Social media is great for brand awareness and engagement.
Seek to engage customers by having content that serves to educate, entertain, and inform them.
Being Afraid to ask for Help
Let’s look at the statistics. Facebook influences more than half of all online and offline consumer purchases. Pinterest accounts for 25% of all retail website traffic. 80% of millennials check Twitter at least once daily, and Snapchat reaches 41% of all 18-34-year-olds in the United States. Social media is inescapable.
With so many options available, it’s easy to get overwhelmed and put off from crafting a comprehensive social media plan. People usually end up posting content that doesn’t help them get to where they need to be.
Learn to reach out and ask for help. Whether it’s in the form of buying a book, taking online courses, or even hiring a marketing agency, entrepreneurs must actively learn how to utilize social media to help their business grow and become successful. Achieving virality is not just about luck. It’s about understanding the algorithm and learning how to play with it.
The Bottom Line
Our everyday lives heavily involve social media. When we wake up in the morning, the first thing we do is check our phones. We spend hours scrolling through our news feed, taking in information left and right. Social media marketing is an essential tool that you can implement if you want your business to thrive.
Our agency offers top-notch social media marketing services that can help build your brand’s credibility. We have launched hundreds of successful social media marketing campaigns that helped local businesses boost their brand performance online.
If you’re looking to grow your presence online, contact us today. We’re happy to help out!