Businesses put so much effort into content creation, scheduling, and posting. But even after all of this, they wonder why nobody seems to notice their posts or why their follower count dwindles. In the end, they would ask themselves what went wrong.
To answer that question, we’ve gathered the top 8 common social media mistakes that most business owners or even some marketers make. We’ve also included some recommendations to avoid being trapped in these pitfalls.
- Lack of Social Media Strategy
As with any other marketing move, having a clear plan of action is essential. Unfortunately, some businesses fail to grasp the importance of this when it comes to their social media campaign so they hire SEO agency Ottawa to help with the strategies.
Oftentimes, they create profiles, upload photos, throw in some stories and posts, gather some followers, and then leave it as is for a long time. Like a barren land. No new posts. No engagements. Then, they start to wonder why they’re losing followers.
- Identify your brand goals, including the specific objectives and action plan on how you want to achieve them through social media.
- Define your target audience to understand who you’re talking to and how to approach them.
- Set a budget, timeframe, and KPIs so you can easily evaluate if things are working according to expectations.
- Undefined Target Audience
Doing target audience research is considered one of the most taken-for-granted steps when doing social media campaigns. That’s why businesses end up targeting the wrong set of audiences throughout their campaigns.
If you think you can target everyone with your posts and ads, think again. Here’s a piece of truth: Not everyone will engage with you or buy from you, considering the various interests, needs, and wants of different people. So you better get things straight and know your target audience.
- Gather the data about your existing buyers or fans and define their demographics. Alternatively, you can analyze the existing market of your competitor.
- Initiate a survey to know about their interests or the type of content they engage in and their buying capacity.
- Draft a buyer persona to box in the customer you’re targeting and who’s likely to buy from you.
- Unclear Brand Voice
Image by Mudassar Iqbal from Pixabay
A brand voice serves as the “unique personality” of the brand that marketers use to communicate and engage with their audience. It also reflects the brand’s core values.
While there are marketers who don’t see its importance, successful ones know its significance, especially on social media. Most people like and follow brands that communicate with them in a relatable way. That’s why having an established brand voice helps connect people with their brand effectively.
- Start by going over your company’s mission statement. It should reflect the core values that you’d like to convey to your audience.
- Review your existing content and see if it aligns with your core values.
- Figure out how to connect your values with your brand through your marketing operation.
- Poor Audience Engagement
Regularly updating your posts or stories is good, but if no one reacts or comments on them, then it’s time to rethink your strategy. Maybe you need to focus on creating and releasing messages that elicit conversations.
But be careful though, especially when replying to negative comments. Be polite and friendly as you don’t want to complicate things and create a bad reputation for your company.
- Brainstorm and create content that encourages conversation with your audience. This may include polls, surveys, or contests.
- Reply to comments to let your audience know that you care about them and their thoughts. Also, be polite when replying to negative comments.
- Encourage your audience to share similar experiences or to voice out their opinions on recent trends, but strive for positive conversations.
- Treating All Social Media Platforms the Same
Some marketers think that being present on all social media platforms can directly increase brand visibility. While this may be true to some, it is not always applicable to everyone. Some platforms house an audience that cannot relate to your brand. Therefore, it will be a waste of time and effort to build and maintain a profile on that platform.
There are also marketers who create and distribute the same content across different platforms. While this tactic may save much time and effort, it may not be as effective as tweaking the content for each platform to ensure a wider reach and encourage engagement.
- Narrow down your focus and choose only the platforms where your target audience frequents and participates actively.
- Be creative with the type of content you want to share for each platform to ensure maximum user engagement. Use different content formats.
- Use the right approach in delivering your content to connect with your audience on each platform.
- Ignoring User-Generated Content (UCG)
One of the best ways to promote your brand out there is by curating content created by your fans or loyal customers. And if you’re not doing this, you could be missing out on a lot of opportunities.
For businesses, UCGs are a blessing. And there’s nothing more worth sharing than content made by your customer who loves your product. Come to think of it, you did not pay that customer to promote your brand or product, but they did it anyway. In effect, you gain more conversions through word of mouth on social media.
- Use a branded hashtag to all your posts or stories, and encourage fans and followers to use it when posting something about your brand.
- Run contests and giveaways where your followers share what they like about your product or service and promote it on social media.
- Carefully plan when and how to include UCGs in your social media campaign.
- Focusing on Follower Count
Having a great number of followers is great because you get to expose your brand to a wide audience. However, social media marketing is not just about gaining thousands or millions of followers. It all boils down to how you nurture your followers so they will love you more.
So, forget about buying followers who aren’t going to engage with your posts. Instead, focus on creating content that will make each of your follower’s time worthwhile. If you are running a Physiotherapy and Rehabilitation Centers in Canada you must use the right keyword like acupuncture Oshawa and foot clinic North York that are commonly use. Your follower count will grow naturally if more people love your content.
- Regularly create and release content that your audience loves.
- Build a relationship with your followers by replying to their comments, queries, and customer service issues.
- Host giveaways to spice up things in your profile!
- Not Keeping Track of Analytics
Out of all these social media marketing pitfalls, ignoring analytics is the most dangerous. Without tracking your analytics, you’ll blindly follow through all your campaigns without knowing whether your strategy works or not.
Evaluating analytics can help you identify which platforms worked well for your business, which content generated the most reactions or comments, how much traffic arrived on your website through social media, or how many fans did you convert.
- Set up Google Analytics, the platform’s built-in analytics, or other social media tools you’re using to track analytics.
- Track and evaluate analytics regularly. You can do weekly or monthly tracking. That really depends on you.
- Plan your next move depending on the results you’ve gathered.
Social media is a useful tool for increasing brand awareness, growing reach, and engaging with audiences. But using it can also be frustrating or even destructive to a brand’s reputation, especially if you commit some of the common mistakes outlined above.
Make sure to get the best out of social media by avoiding these mistakes and by following the recommendations. Create a social media strategy, implement, and evaluate the results using analytics. Retain strategies that are working for your brand and look out for things that require improvement. In a matter of time, you’ll see growth in engagements and an increase in conversions.