Right now, more than 90% of businesses across the world use social media in one form or another since it is one of the best ways to reach and connect with their audiences.
However, simply opening an account on Facebook or sending out some tweets is not enough to make social media a successful and profitable part of a marketing strategy.
By avoiding some basic mistakes, you have the ability to increase ROI and create more opportunities from social media marketing.
Mistake #1: Not having a tailored strategy
Businesses that are on social media without a proper strategy won’t ever deliver an effective message to their target audience or even be able to reach them.
A well tailored strategy that takes into consideration the specifications of your business is one that thinks about your social media voice, which platforms to use because your audience is there and have a well planned content with end goals in mind.
Without a sound strategy, businesses could still deliver great content, but receive little to no engagement.
Mistake #2: Broadcasting and overselling
One of the biggest mistakes businesses often do on social media is pushing their brand too hard, becoming overly promotional and forgetting to share valuable content.
The reason behind this is because they only see the marketing side of social media and not the relationship side.
They think they have to blatantly sell and then it backfires because social media is not the place to only broadcast their own products and company-specific information, but also the place to share content that your audience finds valuable, like funny or problem-solving content.
The promotional updates can still be made, but they should always focus on caring about the consumer’s well-being, regardless if they buy the product or not and therefore developing a loyal fan base.
Mistake #3: Paying for followers
Some businesses are so focused on getting a big number of followers that they are tempted to use one of the many website that sell followers. Big mistake.
Having thousands of followers and likes leverages the power of validation and social proof, however buying followers is never a good strategy because first they’re just numbers and not your targeted audience that will buy your products and second, your page ends up having many followers but a low engagement rate.
This means that fake followers are a waste of money and only serve to hurt brands in the long run.
Mistake #4: Not integrating social media with other marketing actions
Often businesses see social media as a side activity, disconnected from the rest of their marketing and sales activities.
But the truth is, in order for social media marketing to be really successful it has to be integrated with other marketing efforts and tied in with a business’s website, blog, and offline activities too.
This shows consistency to your customers and also allows businesses to further engage their audience.
Mistake #5: Not using images
Social media is incredibly visual nowadays. An update with an image has much more chances to be liked and shared on any platform.
And you even have social platforms that are only focused on visuals, like Pinterest or Instagram. On other networks images are also key, like Facebook or even Twitter where tweets that include an image have 200% more engagement than tweets without images.
So businesses that only share text and don’t share images are losing a great opportunity to further connect and engage their audience.