Reaching your audience is made easier with social media marketing. But, there are things to watch for. Discover four common pitfalls and how to avoid them.
Social media marketing is an essential part of your overall business marketing strategy. It’s one of the most effective ways to reach your audience and connect with them on a higher level. These connections are what allow you to form deep bonds with your customers, resulting in brand loyalty and brand advocates. Not only can you use social media as a social instrument but also a technique for growth. Being strategic with your social media marketing campaigns can help you secure new leads and expand your business.
As with any marketing tactic, there are pitfalls to be aware of. Knowing what they are will help you overcome them, leading to more productive social media marketing campaigns!
1. Not Having a Strategy
Not having a thoughtful, organized social media strategy is a common pitfall; it’s understandable why this happens. Setting up an account on Facebook or Instagram is easy and only takes a few minutes. In fact, it’s fun! Tell a little bit about yourself using the prompts, adding photos, and start sharing your account with people you know. From here, it’s only natural to start adding posts without having a clear strategy.
Avoid simply “doing” social media. Ask yourself what goals you want to reach by having a social media account. Do you want to generate brand awareness? Add new subscribers? Increase sales? Create a social content calendar that outlines future posts. This way, your content can tell a story and help you reach your goals. You can also take advantage of holidays, seasonal events, and special dates to keep your content trendy and relevant.
2. Spreading Yourself Too Thin
Another common pitfall is spreading yourself too thin. This happens when you set up accounts on too many social media platforms. Again, it’s understandable why this happens. It’s easy and free to set up an account, and you want to take advantage of the most popular channels.
Unfortunately, being everywhere has its drawbacks. You won’t be able to give each account the proper attention, which means a presence that could be great is only so-so. You also run the risk of posting content for the sake of it, turning people off to your brand and giving it an inconsistent image. Remember, you don’t need to be on every social media channel. Pick a two or three platforms based on what you are comfortable with and where your audience is.
3. Using Social Media for Sales
Even though you may be ultimately using social media to increase sales and grow your business, you can’t use social media as a sales platform. If you do, you will lose the respect of your audience, and some may not purchase from your company as a result. Social media is an avenue for social connections, sharing information, strengthening bonds, and more. It is not to be used solely as a sales medium.
It is acceptable to post some sales material, but make sure it’s not often. The bulk of your content should be customer-focused. Ask yourself if the content you are sharing is valuable and relevant to your audience. Test a variety of content to see what is engaging your audience most. Always include high quality visuals such as images and videos from your business to show off your authentic side.
4. Not Tracking Analytics
Another pitfall to avoid is not tracking analytics. If you’re jumping into posting social content and not tracking and measuring the results, you won’t know what is working. Just as other marketing tactics have ways to measure the performance, so does social media. You cannot rely on the number of followers you have.
Fortunately, social media channels like Facebook and LinkedIn have tools to help you better understand your audience and the types of content they are engaging with. There are also third-party tracking tools to download as well. You can also use Google Analytics to measure the amount of traffic coming to your website, landing pages, and blogs from social media. This is another indicator that people are actually noticing your content and interacting with it.
It’s common for businesses to use social media, but not all of them see the results they hoped for – and should be getting. By overcoming the four pitfalls above, you will see improved performance on your social media marketing campaigns.