Many companies make a wise decision and start using social media marketing. Unfortunately, they often come to the conclusion that such activities do not bring benefits. Why is this happening? It is possible that they unknowingly commit serious mistakes that negatively affect the results of their efforts. What mistakes can these be? In this article you will learn 7 of them that you should avoid.
1. A negative approach to marketing in social media itself
If you think social media is not suitable for your industry and its associated demographics, then you are probably wrong. Many people still think that social media is only interested in teenagers and technology fans. However, this situation has changed a long time ago. For example, one study found that the fastest-growing Twitter age group is between 55 and 64 years old. In turn, the fastest-growing demographic group on Facebook is in the range of 45-54 years. Social media has penetrated all layers of our society. That’s why you can use them to reach virtually any target groups that are relevant to you.
2. Lack of goals and target group arrangements
Knowing who your audience is can be the biggest challenge you face. When creating a campaign, it is important that you identify your
target group and tailor your activities to it:
– Who did I create this product for / I offer the service?
– Do I try to reach adults, adolescents, men or women?
All these questions are important from the point of view of identifying the
target group, so you can set your initial campaign goals. Once
you have defined your group, you should determine how to measure the success of
the campaign. To do this, set parameters and define your
goals and KPIs:
– How many customers do you want to reach and with what commitment?
– Is your attention just focused on increasing brand awareness or do you want to direct traffic to the company website?
The more you specify your goals, the better!
3. Lack of measurement of results
Social media marketing is a powerful way to promote your brand. In addition, you can track all your activities and progress in real time. This allows you to make strategic changes to your campaign over time. You can stop inefficient advertising to save your budget until it is re-optimized. Expecting amazing results from the first post or campaign is a bit too optimistic. To succeed, you’ll always need a series of patches and tests to get the results you want.
4. Vague and overly general actions
Should you be on all social platforms? Probably not.
If you want to conquer all platforms, it will be rather difficult for you to create unique and high-quality content on each of them. The mere handling of profiles and interaction with the target group also takes time. You also need to choose your marketing channel accordingly. If you operate on one platform, but your target group is on another, you won’t do much. You can choose to choose only one or combine several. Remember not to overdo it and consistently generate good content for selected platforms.
5. Avoiding, deleting and counterattacking negative comments
Negative comments give you the chance to improve the quality of services and build trust in your brand’s community. When a customer is dissatisfied with the service and makes a sharp negative comment, many brands decide to ignore it, and some even try to remove it or respond with even harsher statements. Look at it from a different perspective.
This situation is an opportunity to turn a complaining customer into a
satisfied customer – one who will remember your culture and patience.
Therefore, take negative comments seriously and try to solve the problem the client is facing. Reply directly to the comment, and then move the matter to a private channel.
6. Too many self-promotion
– Buy it.
– Download it.
– We were here.
– Wait for our latest offer.
Imagine you are following a brand that publishes only this type of content. Each individual post is self-promotional – it adds no value to you. Nothing fun, nothing motivating, no interaction with customers.
Would you be honestly interested in such a brand?
Social media is a fantastic place to build and develop your community. This is where you can get feedback and establish long-term customer relationships. Therefore, follow the 20/80 rule, where 20% of your posts are self-promotion, and the remaining 80% is a specific added value for your recipients. This balance will help you subtly promote yourself while not overwhelming with your messages.
7. Not using different content formats
Is your fanpage not like a boring history book?
Large blocks of text without graphics make the content monotonous. The text itself is not engaging enough. If you want to effectively attract attention, in addition to text, place photos, infographics and videos. Facebook users watch over 100 million hours of movies a day. Individual content formats also have different results in terms of engagement. In a survey prepared by Paraphrase-Online, marketers determined which forms of content brought the best results:
– 40% – original graphics (e.g.
– 23% – movies and presentations.
– 20% – charts and data visualizations.
– 12% – stock photos.
– 5% – gifs and memes.
People love graphic content because they are easier to learn than just reading text. Therefore, try to combine it with photos and videos.
Promoting your company on social media is an activity that will definitely bring benefits. Therefore, avoid the mistakes listed here, and you’ll see the results you want much faster.