Updated: Feb 15, 2022
Social media is one of the most powerful marketing tools available to businesses today, but it also causes business owners more headaches than any other marketing channel!
Managing a social media account for business has a whole different set of 'rules' to a personal account. But don't give up! In this blog we examine 8 common social media mistakes and how you can avoid them.
1. Not having a strategy
Without specific goals and objectives, it is unlikely your activity will convert to real results. You need to have a clear idea of what you are trying to achieve with your social media and how you are going to achieve it. Your strategy does not have to be complex, but it does need to be effective. If necessary, engage the services of an experienced marketing strategist who can supply you with a practical action plan you can then implement and manage yourself.
2. Not targeting the right people
Don't focus just on growing followers, but make sure they are the right followers - quality over quantity should be the goal. Target those who could potentially convert into business for you in the future. If you don't have the right followers, your social efforts are wasted and your engagement levels will be low.
3. No content objectives
Creating content takes time so you want to ensure that every piece of content you post is created with a specific objective in mind. Be mindful of posting what your audience want to see rather than what you want to say. Thoughtfully created content has the power to attract, engage, entertain and build awareness of who you are, how your different and what you offer.
4. Lack of content diversity
For maximum engagement, you must include a range of useful content that appeals to your followers. Many of your social followers won't be actively looking to buy, but are interested in your industry and want to keep their finger on the pulse. Use video, graphics, images and written articles. Alternate between products, reviews, 'how-to'' practical advice and the latest market and community news.
5. Lack of consistency
Building a social media profile with engaged followers is not easy and it can take 6-12 months of consistent efforts to see real results. Regularly posting interesting and useful content is a must. Without consistency, you will not be creating a reason for them to keep coming back to your social pages. Have a structured approach to your social media content, plan what you are going to post and schedule it in advance to save time.
6. Not connecting with people
Engagement is key to success. You may have thousands of followers but if they aren't engaging with you or your content, your efforts will fall flat. Take the time to respond to any comments and acknowledge any social reviews, even the negative ones. Pose questions, run polls and invite conversation. Use social platforms to reach out to your prospects with valuable content they might find of interest.
7. Not being authentically you
While you should absolutely be posting content, products/services, memes and updates, the real differentiator between yourself and your competition is you as a human rather than a logo. Giving your followers insight into who you are behind the scenes allows them a different perspective that can’t be copied by your competitors – and may enable them to relate to you on a whole new level.
8. Not investing enough time or money
Social media should not be regarded as a free advertising platform. It requires investment in strategy and content to achieve real business results. Resources need to be allocated from your marketing spend just as you would for any other marketing efforts and without it you may find yourself wasting time and budget.
Done well, social media can be an amazing platform to attract potential customers and convert them into buyers. By avoiding these common mistakes, you'll be well on your way to social media success!
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