With approximately 2.5 billion people using social media, it would be safe to say that it is one of the most effective digital marketing channels today. However, there are many who beg to differ; the primary reason being their failed attempts at social media marketing. Why is it that some swear by social media as the most preferred digital marketing medium while some rub it off? To answer this question, we have compiled a list of major social media marketing mistakes that people/businesses make, which eventually leads them to …..nowhere.
- Starting without an effective social media marketing strategy
Before stepping into the world of social media for marketing purposes, it is imperative you understand and define the following:
- Your goals
- Your target audience and where they are
- Budget
- KPIs
Without having a social media marketing strategy in place, all you would be doing is wasting your time and efforts.
- Promoting, but not engaging with the customers
It is crucial to building relationships with your prospective or existing customers by engaging with them. A one-way communication where you keep posting (read boasting) about your product or service is not going to get you anywhere. Instead, make time to communicate and respond to the comments and messages in a courteous manner.
- Escaping or ignoring negative feedback
Another common social media marketing mistake that many people make is to overlook or delete the negative feedback received from the customers. Instead of investing in ORM (online reputation management) campaigns, invest your time in addressing the grievances, understanding your mistakes, and rectifying them. This will help build trust among people and add to your customer service quotient.
- Depending too much on automation
While on one hand, it is advised to use automated tools to effectively manage your social media marketing needs, it is also recommended to not depend on them completely. Having a face for your brand, adding a personal touch to your posts/comments/messages, and sharing real pictures or videos of your workplace/process/employees/customers will boost your brand value and credibility.
- Being everywhere but ending up nowhere
We understand that there is a hoard of social media platforms out there and it is tempting to use every available opportunity. It doesn’t mean you spread out too thin and end up lost. What’s important is to identify the ideal social media channels for your business, and focus on sharing relevant content on each platform. Remember, each social media platform is different and has a purpose to serve. Tweak your content to suit the intent of each platform before you shoot it out.
- Skipping analytics can be lethal to your business
Analyzing the performance of your posts using the inbuilt analytics options provided by each social media platform is highly recommended. Alternatively, using tools like Buzzsumo and Buffer can aid in giving you an understanding of how well your content is performing in terms of reach and engagement, besides hinting at the scope for improvement. Not utilizing this data is one of the biggest social media marketing mistakes one could make.
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