Over 76% of internet-using adults are engaging on one or more social media platforms according to Pew Research. Social media marketing is now a critical strategy for businesses large and small. The good news is with a smart strategy, many of the most common social media marketing mistakes can be averted.
Here’s a list of three mistakes companies often make with social media marketing and how to avoid them:
1. Jumping in Without a Long-Term Strategy for Growth
Businesses often rush into social media without taking the time to develop a detailed, smart strategy. Social media marketing requires content development, an editorial calendar, social listening, engagement, and measurement. Ensure you have a capable social media marketer, who can develop a brand voice and drive a strategy that aligns with your business priorities. As with all things, building an engaged audience takes time.
2. Treating Your Social Platforms as Megaphones
Yes, social media can be used to get the word out about your products or service and bring some recognition to your brand. However, buyers on social are discerning. They want high quality, educational content, not a sales pitch. To support your social initiatives, frame your thinking around your audience’s needs and interests. Consider using video storytelling as a way of engaging your audience.
3. Forgetting What Worked Yesterday May Not Work Tomorrow
New advancements in paid social have created a unique way for marketers to understand their audiences better than ever before. Customisation and personalisation are becoming the norm. Understand who your target audience is and what they want, and then frame your thinking around your audience’s needs and interests, not your own sales pitch.
What other mistakes have you seen in social media marketing?