Common Social Media Pitfalls and How to Avoid Them
Social media marketing has paved the way for a more cost-effective platform to build a brand, grow customer reach, and shoot up sales. With the massive 3.8 billion social media users globally, there is no more perfect approach to increase your return on investment (ROI) in this highly online-influenced generation.
While you’re at it, make sure you don’t commit the common social media mistakes that can backfire your marketing campaigns. Only bring in good results with the proper ways of utilizing it to your whole marketing strategy. Here are some of the common pitfalls you should not fall for when using social media for your business:
Getting into each platform
Given that there are tons of popularly used social networking sites for marketing like Facebook, Instagram, YouTube, Twitter, LinkedIn, Snapchat, and Pinterest, that doesn’t mean you need to be in all of them.
A common mistake businesses do is creating accounts for each platform with the belief of the more online presence you have, the more chances of growing your reach. Well, that won’t work out for you if you are a small scale business that isn’t as huge as global brands like Apple, who obviously can afford it. Worry that you might be spreading yourself too thin when you try to cover each platform there is.
What you should focus on is knowing where your target market frequents—if they are the young and hippie, you should invest in your Instagram initiatives. It’s about identifying the right social media platforms that will work best for you.
Not knowing your audience
You have a target market for your brand, but where do you find them in the online world? Basically, they are everywhere; you just have to understand where they can be found and what kind of content is right for them. Having a one-size-fits-all marketing approach wouldn’t cut it—that’s like shooting in the dark!
If your content and strategy do not align with your target audience, all your efforts will go down the drain. So you need to properly know your market behavior online to effectively capture their interest in you.
Concentrating on promotions more than your audience
Too many product/service promotions on your page won’t garner you increased engagements—it can be the opposite, it’ll ruin your reputation. Online users would just feel annoyed if you bombard their feed with promotional content. What you should do is focus more on engaging with them, building rapport with them, and letting your brand speak through your vision. Do not feed them with the hard-sell stuff—humanize your brand and engage with them instead.
Missing testimonial opportunities
An effective way to persuade people to try your product is through honest customer testimonials. Do not pass up the opportunity to share user-generated content, which is more likely to succeed in converting leads. These brutally honest reviews will prove the value of your services or products offered. To maximize those customer reviews, share them on your social media pages.
Not having enough visuals
Content full of texts isn’t just draggy to look at; your audience will steer clear of your post if they see long paragraphs that take minutes to read. With an 8-second attention span for online users, you are setting your own deathtrap when you use too many texts.
What you should do is maximize the use of visuals to grab attention easily. Use photos, videos, and short marketing copies that are easily digestible by your audiences. You can learn to use Canva to create your visuals and write effective marketing copies for highly engaging content.
Social media trends are highly dynamic. What’s trending now isn’t as relevant it will be in the next couple of days. You should be able to ride the wave, or even foresee what’s going to trend. Being in the loop with the latest updates of the platforms themselves and the trends will help you develop more effective social media marketing strategies.
Neglecting your audience
User engagement is one of the reasons why you roll out top-caliber marketing strategies. All your content should align with them. Your efforts should be focused on developing highly-engaging posts to extract feedback from your audience. These feedbacks will then help you improve on some aspects that need it. You can engage with them through polls, questions, surveys, contests, or even through comments.
Forgetting to be a human
When your brand only promotes your products, you are creating an inhumane reputation. As a brand, you should be able to humanize yourself so that your audience can relate to you.
Share some of your brand’s initiatives for advocates that people can relate to and are highly relevant today. You can also share stories about your brand to destroy barriers between you and your audience. Remember, you ought to be perceived as a human they can relate to.
Using one style and tone to every platform
Although your brand voice should be consistent with all your platforms, you should remember that each platform works differently to one another. Making use of one style and tone may cause a conflict of interest. You can deliver the same message with various styles as long as you are creative.
Not being consistent with your postings
When you don’t have an organized social media calendar, it will ruin your overall marketing strategy. Not only does this show your inconsistency, but also your disorganization. Make use of free social media calendars and schedulers to ease the posting process. Identify the volume of your postings and the timestamps you will post them. This way, all your pages will have a regular posting.
Putting too many hashtags
We get it; hashtags are effective in building your brand’s online community. However, it could ruin your overall content if you add too many unnecessary hashtags in your marketing copy. If you really need a hashtag, use proper capitalization and include your brand’s name in it. Hashtags are effective when done right. Do not use them when you can’t see the need for it.
Ignoring the reviews
Facebook pages let customers review your service or brand. That said, be cautious of how you respond to criticisms. Do not leave them hanging, reply politely, and accept feedback with grace. Tell them how grateful you are for raising that concern for the improvement of your brand. The review section is always a good platform to reach your customers and receive first hand feedback.
Failing to maximize ads
Ads are a good investment to reach the audience who are not a part of your followers. You might have an impressive number of followers, but if they are not your target market, it doesn’t really matter. Businesses use ads to speed up the targeted audience reach. You should be willing to shell out some cash if you are seeking to find qualified leads at a shorter time.
Not using analytics
How do you know your campaigns went without an analytics tool? Understanding your analytics is key to finding out what happened in your campaign—the number of engagements, clicks, and qualified leads it made. Utilizing analytics will let you know what strategy is working, what isn’t, and what improvements you should do to your next campaigns.
Being too invested in social media rather than the website
Your social media pages are just an extension of your brand, what you should mainly focus on is your own website which is totally yours. Social networking sites are there to help you reach your audience, but they have limitations that you need to accept. You should invest in your website and make social networks just an integration of it.
Concentrating on the wrong metrics
Your basis for success should not rely on the number of your following, shares, and engagements. It should always be the conversion it has made you. A common mistake marketers fall for is perceiving the high number of followers as an indicator of a successful marketing campaign. Well, it’s not. It’s just a way to find leads—which, if you can do, will give you profits when they convert.