Although it might not be utilized in every digital marketing campaign, social media is certainly used in the vast majority of them and is often the core strategy that is implemented. Whilst most people view social media as something where they communicate with family and friends, keep up to date with the latest celebrity gossip and news, and stay tuned to the utterances of politicians they love or hate, for businesses, social media has a whole different purpose.
Unfortunately, when some business owners try to use social media for their business, they approach and use it in the same way individuals do, and that is a recipe for disaster. Social media is not the place to tell your audience what you had for dinner or throw insults at people, even if they deserve it, especially if you are posting on behalf of your business.
Even though social media can be fun, and that is positive, your social media marketing has to be taken seriously. That does not mean your posts have to be dull, but that you take the planning and implementation of your social media campaign seriously. By doing so, you will see the results that can help grow your social media audience and your business, and you will avoid making many of the fundamental mistakes that are highlighted below.
Not Knowing What Audience You Are Trying To Reach
Social media has an abundance of audiences across the platforms that people use. However, a social media campaign will not be effective if you take a scattergun approach and try to target the entire social media population. Instead, you need to identify the audience that is most likely to be attracted to your products and services, your brand, and most importantly, your message when you start posting on social media so that you can target them effectively.
Not Setting Goals For Your Social Media Marketing
Are you marketing on social media because you have objectives you want to achieve, or is it just because you have seen other businesses do so and thought you ought to as well? If the latter, then stop until you have created goals for your social media to achieve, such as getting more visitors to a landing page on your website or watching videos about your products.
Focusing On The Wrong Social Media Platforms
A big danger for business owners is they focus on social media platforms they like as individuals rather than the platforms that will help them achieve their marketing goals. Another mistake is listening to business associates’ recommendations and going on platforms that may suit their businesses and audiences but are totally unsuitable for yours. Take time to research which social media platforms are right for your needs.
Not Having Enough Engagement With Your Audience
If all you do is post on social media but do not take the time or make an effort to look at the comments and respond accordingly, you are doing the equivalent of sticking a pole in the ground with a marketing message and walking away. How can you ever gauge what your audience wants or earn their trust if you do not engage and interact with them regularly?
Focusing On The Number Of Posts Rather Than Their Quality
This is as fundamental a mistake as you can make and is seen across a range of online marketing channels, not just social media. We are talking about businesses that think that it is the amount of social media posts they produce that matters and forget that it is the quantity of what they publish that will make a positive difference to their campaign.
Not Including Enough Visual Content
On almost all of the important social media platforms, you can post visual content as well as text, and we encourage you to do so. Text posts are fine, but do not use them exclusively. Make posts that have photographs, GIFs, infographics, cartoons, videos, and a combination of all of these, as it will spark interest and promote engagement from your audience.
Being Unaware Of What Is Trending In Social Media
Of all the digital marketing channels that exist, it is social media that changes the most, often several times a day, if recent reports from Twitter users are to be believed. No matter what platforms you use, and even for the ones you do not use at present, it pays to keep yourself informed of what is happening with social media and, in particular, popular trends that you may be able to use to your advantage.
Not Having Consistency Within Your Social Media Campaign
When we say consistency, we are not talking about posting at the same minute of the same hour every day. However, what you do want to keep consistent is the frequency of how often you post. In addition, if you have branding that you use in your social media, ensure that it remains consistent when you post something to your audience, or it could cause unnecessary confusion.
Posting Too Many Promotional Social Media Posts
This is a mistake that is made frequently, and not just in social media campaigns but in others, too, such as email marketing. By all means, make promotional posts; after all, you are a business. However, do not overdo it and make every post one where you are trying to sell something. This will turn off your audience quickly; they will stop looking at your posts and will most definitely stop engaging with them.
Not Analysing The Data Concerning Your Social Media Marketing
Finally, you are going to do a bit of detective work in the sense that you are going to analyze the data created by your social media campaign and investigate where you can make positive changes. Look at the open rates of posts and how much engagement they get. You can then emulate the posts which are getting the best results, such as high engagement levels.