The number of people using social media is rapidly increasing and they spend a lot of time on it connecting with people around the world, staying informed, entertained, etc. Since it has become a vital part of their audience’s lives, marketers and advertisers have started focusing on it. Social media has a crucial role to play in promoting products and services; enhancing the engagement of customers and their experience while creating awareness among the audience.
Though there are so many advantages of social media, marketers need to avoid certain mistakes to ensure the fulfillment of the business goals. In this article, we will discuss the six primary mistakes that are generally committed by brands.
Social media marketing mistakes
The major mistakes in social media marketing have been explained below, which strictly needs to be avoided for better outcomes:
1. Unclear goals and strategy
Having a strategy is key to ensuring that a brand flourishes and gains popularity among the target customers. So, while planning a strategy, it is imperative to have goals that are clearly defined. This includes increasing brand awareness, lead generation goals, goals that aim at better customer service, etc. which must be noted down so that an action plan can be developed for their execution. The social media brand, voice, personality, content calendar, type of posts, etc. are the major determinants of the action plan.
Once an action plan is implemented, it becomes necessary to track its effectiveness. Along with this, the negative criticisms have to be taken optimistically to enhance customer experience. Doing this helps a brand gain the customer’s confidence and loyalty. It is a good idea to even ask customers for suggestions to help serve them better.
2. Over-promoting a product or service:
It includes the “buy me” or similar posts which lead to customers unfollowing and disliking a brand. For tackling this issue, brands must be careful to have limited promotional posts. Incorporating informative posts such as the brand’s values or something that is entertaining for the customers, will grab attention. Typically, having one promotional post for every four non-promotional ones is the best strategy that can be followed.
3. Insufficient updates on the social media page
Keeping the customers consistently updated about a brand plays an active role in making customers remember the brand and opt for it when they’re in need of it. It is quite challenging to provide regular updates that can keep up with the changing interests of customers but is significant for the achievement of the brand’s social media strategy goals. Social media specialists can be hired for this purpose.
Exclusive content about the brand can be published to engage consumers. This includes sharing coupons, preview to new products, providing sneak peeks, etc.
4. Low interaction with the community
When brands fail to interact with their consumers, by not responding to their comments or private messages, it makes the consumers feel that the brand doesn’t care about them. This creates a negative impact on the brand’s image and consumers might even switch to other brands. So, prompt response to consumers in every form plays a significant role in getting a higher number of loyal customers.
5. Lack of optimized content
Just publishing Content is not enough to ensure consumer engagement for any brand, the content needs to be optimized. This can be done on the basis of an analysis of the better performing posts. The best example of this scenario is that video clips or texts with images perform better than content with plain text that has no images.
Since the market is competitive, a marketing campaign has to be made based on the approaches used by peers to outperform those brands and grab more potential customers. Generally, mistakes occur while doing this, but the important part is to learn from these mistakes and avoid repeating them in the future.
6. Using only one social media platform
This is another grave mistake as not all customers are always active on one platform, say Facebook. The community of a brand can be enhanced using Facebook. Besides this, it is important to get onto other platforms such as Instagram, for posting relevant pictures; using LinkedIn for establishing influence in the specific industry and using YouTube for enhancing awareness about the brand.
Maintaining a social media content calendar can be helpful as this enables focusing on a particular social media platform at one time. It helps in deciding which posts on what platform would be impactful on the target audience, without getting entangled with multiple platforms all at once. It is good practice to opt for different dates to post on various platforms.
While following these tips, the most important point that has to be kept in mind is to have a personable approach which the audience will find engaging and friendly.