- Globally, over three billion people use at least social media regularly.
- 80% of internet users have at least one social media account.
- Customer research can help you target the right audience.
- Buying social likes and shares will hurt your business.
- Improving engagement and delivering valuable content can have a significant impact on your marketing results.
Do you want to find out why your social media marketing campaign is failing? If so, you’re not alone. Now that over three billion people use social media, businesses are continually looking towards platforms like Facebook, YouTube, Twitter and Instagram to promote their products or services.
Consumers get the chance to see all of the latest and greatest brands at their fingertips. When you consider that 37% of people say that they use social media as a research tool before making a purchase, it’s no surprise that marketers and business owners are trying harder than ever to reach their audience.
A correctly implemented social strategy can help you increase your sales, build your reputation as a high-quality company and improve brand awareness. Today we are going to take a look at five of the most common social media marketing mistakes and show you how to fix them.
1. You’re not targeting the right audience
The first mistake marketers make is that they try to reach out to a broad audience, instead of focusing on people interested in their products or services. It’s common to see the data used to research your target audience skewed due to a lack of data or inconsistent tracking. As a result, you’ll reach people you think are interested in your brand instead of people who have a genuine need for what you’re offering.
Fictional customer profiles can help you learn more about your target audience, but if you want this strategy to work, you have to spend time conducting in-depth customer research. Review your website analytics for common trends on your blog and checkout page. Next, review customer feedback sent to you through your on-site contact form, or in relevant groups on social media.
Once you understand what consumers expect from your brand, you can restructure your social media strategy to put their needs first, which will contribute to the success of your campaign.
2. You purchased likes, shares or website traffic
You may be surprised to find out that many people still buy likes and shares on their website and social media profiles. If this doesn’t surprise you because you’re trying to use this tactic to grow your brand, it’s time to switch strategies.
It’s clear to real customers when a page is full of fake reviews and bot interactions. There’s nothing that will pull customers away from a brand if they think they are using unsavory business practices.
Real companies should always focus on growing their website and social media pages organically. It’s important to note that ads through the social platform you’re using are not inherently wrong, but if you’re paying for people to send bots to your profile, it could cost you the trust of your audience.
3. Engagement is not a priority
Consumer engagement comes in many shapes and sizes. Online contests, polls and status updates in the form of questions are all techniques used to encourage engagement. If you’re not giving people a reason to interact with your brand, your social media analytics will quickly plummet.
It’s hard to recover from this image, regardless of their industry. People have so many options when they want to browse companies on social media, so engagement is a must.
Imagine going to a business profile with one update from two months ago. Meanwhile, another business hosts two contests a month where they give ten lucky winners a $25 Amazon gift card. Who do you think has more engagement in their comments section and on their website?
The marketer hosting events, talking to customers and encouraging discussions will likely see more traffic and sales compared to their stale counterparts.
4. You’re not sharing valuable content
About 80% of internet users have at least one social media account. If your content provides value or entertains, it’s a safe bet that people will share your article or video on social media. The problem many business owners have when creating their campaign is they don’t show these pieces of content to new subscribers.
Your social media marketing strategy will likely fail if you’re not consistently sharing valuable posts and content. There are endless types of content you can share with your subscribers. Start by scheduling your blog posts to go out throughout the day with the necessary hashtags and mentions.
Adding tags at the end of your posts will help your content reach the people that will benefit the most from your article. As a result, people that benefit from your product or brand will share your content and act as brand ambassadors.
Creating and sharing valuable content is an essential part of growing your social media channels. You can also diversify your posts by repurposing your blog content into easily digestible videos. Videos get more shares and engagement, which could jump-start your stagnant social media profile.
5. You’re not working with other brands
Partnerships are crucial to the success of your social media strategy and business as a whole. Marketers and business leaders rely on other experts in their industry as well as social media influencers to help spread brand awareness.
Your relationship with other business leaders will depend on where they operate in the industry relative to your business. In an ideal situation, you should look for a business partner that sells products that complement what you offer. For instance, a marketer that works for an email marketing software company might work with a website hosting provider employee.
If someone is in the market for email marketing software, chances are, they will need website hosting too. It’s not uncommon to see these types of partnerships formed, especially with SaaS companies. This tactic can benefit your social media strategy because it gives you a chance to write and share guest posts, connect with your target audience, and grow brand awareness.
Social media influencers are internet personalities that promote products or services to their followers. These people usually have unique personalities or segments that draw in specific consumers, making them excellent social media marketing tools.
A simple YouTube or Twitter search of your keywords will show you the most popular posts and videos on the topic. Look through the channels and find people that you think would make a good sponsor for your brand. Send out an email where you ask the influencer to promote your product in exchange for cash or your product for free.
Once the influencer reviews your content, they will share their post on social media. The new eyes on your content will draw attention to your social media profile, which will help boost the success of your campaign.
Social media marketing is a marathon, not a sprint
After creating your website and social media profiles, it’s easy to feel discouraged when traffic doesn’t skyrocket. The truth is, social media marketing is sometimes a slow process where you have to consistently deliver great content, work with reputable brands, and engage with your audience. If you want to grow your business and channels more, experiment with your existing strategy after you build a more substantial following.