15 Social Media Marketing Mistakes Affecting Your Successful Promotion
Social media marketing is a key feature for the success of any promotional campaign. It doesn’t matter whether you’re trying to promote a person, business, product, service, or a cause; its popularity will depend upon the visibility on social media platforms. But of course, you already knew that. That’s why you’ve been after the most successful content hacks for social media marketers, and you implemented tons of tips that were supposed to achieve greater awareness among the target audience.
Still no success? Instead of focusing on all the right practices, you need to do something different: recognize and fix the mistakes that affect the success of your promotion. We’ll show you how to do that.
Top 15 Social Media Marketing Mistakes to Fix
1. You have a plan to make the project popular, but you don’t have a plan how to get there
Before you start a social media marketing strategy, you need to have a strategy. That’s not a big revelation, but it’s strange how many marketers neglect such an obvious step. You absolutely have to develop a plan that you and your team will follow.
Here are some tips that will help you do that:
- Learn from your previous social media marketing campaigns. Pay attention to the things that worked and the actions that took you a few steps back. Focus on everything that worked and develop a strategy out of that experience.
- Develop very specific goals, so you’ll know how to measure the success of your campaign. How many followers do you want to attract? How will those followers help the brand grow? Do you expect an increase in website traffic and conversions?
- Now, translate those goals into actions. How will you attract the target audience on social media? How will you encourage them to comment?
2. Getting all over social media. You want to be seen everywhere
How many social media platforms are there, exactly? Let’s see: we have Google+, Facebook, Twitter, Instagram, Pinterest, Tumblr, Snapchat, LinkedIn, Quora, Vine, FourSquare, YouTube, Xing, Disqus, WhatsApp… do we really need to carry on?
When you’re everywhere, you have no focus. The fact that you can locate your target audience on any of these platforms is one of the greatest social media struggles and challenges.
There’s a solution: master one platform before you include another one in your strategy. Focus very carefully on the actions of your base of followers, and monitor the success of each post. When you figure out what the community expects and you develop a promotional strategy that really works, you can start exploring another social platform.
However, don’t forget that you should still try new things and update the strategy for your primary platform. Kami Huyse, founder and CEO of Zoetica Media, gives a nice tip to social media marketers: “The first rule of social media is that everything changes all the time. What won’t change is the community’s desire to network.”
So, you need to sense those changes and act accordingly. If you have too many social media websites to monitor, that won’t be possible.
3. Being afraid of commitment
Are you one of those people who are afraid to make commitments? When it comes to social media marketing, you’ll need to learn how to commit. Social media promotion is not a simple activity; it’s an entire process that demands dedication.
Your shiny new Twitter profile will be very fun to maintain, but that activity has to stay consistent within 2 months, 2 years, and 10 years after its creation.
That doesn’t mean that social media will consume your entire work day, though. That’s another mistake you should avoid. 30 minutes per day should be enough for you to cover the tasks related to this type of promotion. If you notice you’re going beyond that limit, there’s only one solution: outsource!
4. Failure to determine the target audience
Who would be interested in the stuff you promote? Who would like to get and respond to your social media updates? What interests does your target audience have? How can you relate those interests to your products, so you can connect with them on a deeper level? Oh, you don’t care? That’s a mistake!
Tim Jacobs, a marketing strategist from EduGeeksClub, explains that “the success of your social media campaign is based on you targeting the audience… that’s it! When you know who you are talking to, you’ll know how to attract them. You’ll know what they like and you’ll serve such content to them. Voila — you have the foundation of a successful campaign.”
5. Branding inconsistency
Is your brand recognizable across social media? If it’s not, then you’re guilty for making one of the most serious mistakes in marketing: branding inconsistency. When someone visits your Facebook page on a regular basis and gets used to the logo, style of posts, and color scheme in the photos, they will recognize your brand’s voice on Twitter only if the Twitter campaign maintains those same elements.
In fact, it’s pretty simple to preserve the same logos, background style, manner of expression, and color schemes everywhere, so there’s no need to complicate things by thinking of something different for each social media profile.
6. “Social media is one thing, my website is another”
Social media is so important that some marketers decide to isolate it as a separate part of their strategy. They outsource the entire promotional campaign to an independent team and leave everything in their hands. That’s a mistake.
Think of social media as a part of the continent (your overall campaign); not as an entire island of itself. This campaign will reach its full potential only when you relate it to the website, product pages, blog, and all other aspects of the general marketing strategy.
If, for example, you’re trying to promote a skin brush, you cannot isolate the social media campaign from the blog, website, and Amazon page. When social media works in synergy with the remaining aspects, you’ll achieve greater awareness. Your followers will get links to in-depth blog posts about dry brushing, so they will know exactly what you’re trying to promote.
7. Obvious selling psychology
The more promotional content you share, the greater the success of your campaign will be, right? Wrong! If you push your brand too hard, you’ll only focus on the calls to action and you’ll forget your main focus: providing value for the audience.
Remember: social advertising is all about the consumer. Each post you share should be useful for them. It can make them laugh, solve their problems, encourage them to share, or comment with their experience with the particular brand. They don’t have to buy your products, so stop trying to sell all the time. The buyers will naturally come when you offer value.
8. Not feeling the rhythm
When you share too much content on social media at once, you’re overwhelming the followers’ feeds. Such strategy will annoy them, and it will lead them towards the unfollow button. If, on the other hand, you share posts too rarely, you will fail to increase the awareness for your project.
For Facebook, the ideal posting rhythm is 1–5 times per day. Share posts in different portions of the day, so you’ll see when you get the greatest engagement. You can clearly post more frequently on Twitter, since the users of that network consume shorter information at a faster pace. However, you don’t want to turn your Twitter campaign into spamming. Keep the tweets around 10 per day and see how that frequency works out for you.
9. “Automation is king!”
Well, you’re right to some extent. However, too much automation can also harm you. Why? Because it prevents you from having direct contact with the audience.
Of course you can schedule posts to be shared at the right time across different social media platforms, so you won’t have to wait for the precise time to act. However, you can’t forget that you still need to read the comments and respond to them. The interaction with your followers cannot be robotic.
10. Not enough eye candy
You have few Facebook cover and profile photos, so you think they are enough for the visual appeal of your page? You’re wrong.
As a social media user scrolls through the feed, they get tons of images, quotes over nice background, videos, and infographics that grab their attention. Textual status updates often get neglected, unless they have a cool photo to accompany them.
The solution is simple: you need to create unique graphics that are relevant to the posts and the overall theme of your campaign. Videos are awesome, since they now play automatically on most social media platforms.
11. Being a copycat
If a certain style of posts works for your competition, what prevents you from translating the same approach into your own campaign? If they organize giveaways, you’ll just do the same. If they host reviews with influencers, you’ll follow the lead. Well, that’s just wrong.
You may have the perfect social media optimization toolkit, but it will mean nothing without the aspect of uniqueness. You’re building awareness through this campaign, and you can only do that by making your page recognizable. You can be unique through the stamp you leave through visual content, the style and humor in the updates you share, the way you communicate with your audience, or anything else you can think of.
As Jonathan Nafarrete, co-founder and editor-in-chief at VRScout says, “It is unacceptable to just download a picture and upload the picture as a pin with no credit given.” Thus, when you do use someone else’s content, make sure to give credit.
12. Full, boring URLs in the status updates
You know how posts with full URLs look on Facebook? Boring! That’s not all; they also make you look silly.
When you put your link in the status field, Facebook generates an image that the followers can click to follow the link. So, get rid of the link as soon as you see that image come up. Make sure to use the benefit of hashtags: short, clear and to the point.
13. Who cares about their comments, anyway?
You’ve shared your message, and now people got caught up in a discussion in the comment section. Such discussion usually involves vegans and meat eaters, no matter what the theme of your post was. Who cares? Let them comment, at least you get publicity.
Wait; that’s the wrong attitude to have. You should be responsive to the Facebook comments and tweets you get. If people are taking time to comment, the least you could do is respond to their questions and thank them for the opinion. If you notice an irrelevant discussion in the comments, you can ignore it, but you can also delete it gets too far. Don’t take sides; that’s not a marketer’s thing to do. However, make sure not to neglect the meaningful comments in between.
14. Failure to take advantage of measuring
How will you know if your reach is growing if you don’t measure it? How will you know that your campaign is effective if you don’t evaluate the results?
You need to analyze and understand your performance. There are several ways to track the results: coded calls to action, custom URLs for social media, discounts and special offers for the audience on social networks, and other methods that show you how many people hear what you say on these platforms.
15. Abandoning updates as soon as you share them
You don’t want to bother with split testing and tracking of all updates? You’re making a mistake.
It’s important to keep track of the engagement your social media updates attract. That’s the only way for you to know what works and what doesn’t.
Are You Ready?
If you recognized some of these 15 mistakes in your own social media campaign, then you have some work to do. Your success starts by overcoming the mistakes. Once you fix the issues, you can focus on upgrading your strategy with new practices.
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Originally published at blog.startafire.com on October 10, 2016.