No one will argue that marketing via social media is a must for every kind of business. After all, 75% of the adults using the internet today regularly engage with at least one social media platform.
The challenge in social media marketing is using it effectively to help your business, while avoiding missteps that can result in a lot of wasted time and effort.
To help ensure that your social media efforts are successful, steer clear of the following fundamental social media marketing mistakes.
Landmine #1: No strategy
Like with most things marketing, having a clear strategy is super important. There are so many people who are very comfortable with social media in their personal lives, they make the mistake of jumping right into social media for their business without even a basic strategy and plan for making it successful.
Cutting through competing marketing clutter, effectively building a following, successfully communicating with your audience and increasing customer loyalty are some common social media objectives.
You need to decide what your own primary objectives are, and make them clear to everyone on your team that will be involved. Then, focus all your decisions and efforts towards achieving them.
How to Avoid Landmind #1
Social media marketing efforts are rarely successful without both short-term and long-term strategies that address key elements such as audience research, tone of voice, content plan, an editorial calendar, social listening/engagement and measurement/tracking – all while allocating the resources to make those elements happen.
Landmine #2: Too much, Too Fast
I have come to find, in my 10 years as a B2B marketing consultant who watched the entire industry transform from direct mailers and informational websites to social media and landing pages. I watched all of this unfold and my clients did so, too. There are constantly new platforms that are taking shape, some go viral, which technically still doesn't have a definition that can be measured. Others, go through advertising platforms, and some others allow for organic strategies and growth hackers (new term, as well). However, you're likely to be burdened by too many platforms to switch to and update your profiles or add content. This takes away from critical business operations, unless you hire someone or delegate one of your employees to handle the social media marketing.
We recommend starting with one platform, becoming familiar with the business functions from Sharing Pictures, Writing Articles, Advertising, Creating Offers, using LIVE videos, Getting Sign Ups, Getting Phone Calls, Promoting Auto Bot Messaging, Capturing Leads or Posting Employment Opportunities. Yeah, I would bet that is overwhelming already. That's just Facebook. Then, we have Instagram, LinkedIn, SnapChat, Pinterest, Reddit, and Quora. Start on one platform, generate an audience, and as you build an audience, start on a new platform to have them follow you on that platform. You'll also generate an entirely different and unique audience on a different platform. The spill over will be massively beneficial.
Landmine #3: Keeping Social, Social
There are a ton of opportunities on these platforms to advertise. We had a client that would not listen to us, they paid us, but wouldn't listen to us while we deployed our strategy. They wanted to advertise, advertise, advertise. The best social media pages, are both engaging and informative. That's what "Social" Media is all about. Share information that is (a) Real, (b) Reliable, and (c) Relevant your audience. Constantly sharing ads is not going to help your cause.
Your audience are humans and likely following you because they had a great HUMAN experience while purchasing your services. Use that same approach on social media, keep the interactions purely human. We recommend sharing information on the features, advantages and benefits of doing business with you. Share testimonials, share a day in preparation of your product, service, solutions, how-to guides, and what makes you unique. These are human-interest stories and what individuals eat up when it comes to content. Keep it human!
We thank you for reading this article and invite you to implement these strategies into your social media marketing strategy to avoid those three huge landmines that negatively affect your social strategy.
Business Growth Specialist
Superior Marketing Group
Curtis DeCora has helped start 61 businesses throughout the states of Wisconsin and Minnesota, as a consultant and business growth specialist. He has 10 years of B2B sales experience in the corporate and small business areas.