There’s no denying that social networking platforms are increasingly becoming important for marketers. Aside from the fact that they are highly accessible and have a global reach, they are also proven to be an effective marketing tool for both large and small businesses. However, as social media continues to grow and almost everyone appears to be jumping onto the bandwagon, there are numerous marketers who noticeably make crucial mistakes with their social media marketing efforts. And rather than finding success while marketing their products and services to existing and potential customers on different social media platforms, they often find themselves disliked by clients.
Of course, if you are a marketer and you are doing your own share of marketing on these social media channels, you want to get everything right. Identifying the common mistakes early on is one of the most vital means to avoid the pitfalls that other marketers have encountered and for you to get the most out of your social marketing programs. Below are some of the blunders you should avoid.
Lack of Social Media Marketing Plan = Big Time Failure
Many companies are marketing their products and services online simply because they know that the crowd is there. What they do is join in different social networking sites, create profiles, put information and other stuff to catch the attention of viewers. Unfortunately for these companies, social networking platforms aren’t forgiving, especially for those that do not create a solid plan.
Bear in mind that social media is moving too fast and so are the changes in it. Therefore, if you are a marketer, you need to build a solid plan that would help build your brand’s presence rather than dwindle it after launching. Any marketing plan should have clear goals, strategies, tactics, messaging, branding, tools, resources as well as content. Nonetheless, time should be properly invested to look at the possible issues that your efforts are likely to encounter along the way and to create a solid strategy that will address those problems.
Too much branding could kill your social marketing efforts
This is one of the most common mistakes that many marketers are guilty of and something that you should totally avoid. Remember that social networking sites are not totally extensions of your company’s press release channel or product announcements, they are platforms where like-minded individuals build a community. That said, avoid blasting your followers, fans, or circle with the things that your company offer unless you want them to block or unfollow you because they think that you are a spammer. Instead, use social media to share both compelling and engaging content that other users will find relevant. Ask leading questions to pique their interest and spark dialogue. You can also encourage customers to provide an honest feedback about your products or services, or run a contest to reward your fans. The bottom line is put your social media followers ahead of your products or services.
Little interaction or neglecting those who follow you
As mentioned earlier, social media is all about getting in touch with others and building a community. While many marketers know all these, the problem is that they do not apply it in their marketing efforts. There are many companies that frequently update their social media accounts but do not interact with their clients or followers, or do not have real followers at all. This is a big no, no in social media as it is a clear indication that you are not listening to what others have to say. Therefore, if you would really like to establish your social media influence and build a steady network of fans, followers or circles, take the time to interact with people. Answer questions and complaints, and reshare, repin or retweet content created by others.
Focusing too much on the figures or score
Sure your social media metrics is important in your marketing efforts, but do not dwell too much on them because if you do you will have a hard time focusing on more important things such as sharing content that your followers or fans are actually looking for. It’s always better to figure out what group or demographic you would like to consume your content the most and then create something that will appeal to them. The point is you need to be helpful to your target market, than actually find a wider audience that has lesser stake in your success.
Getting impatient with the results of your social media marketing efforts
Remember the adage “Rome was not built in a day?” The same thing applies in social media marketing – it isn’t a quick-fix solution – that is why you need a solid plan in the first place. Time is of great importance when you are making your online presence felt, so learn to be patient. You need to have the commitment to post compelling and creative content and find ways to build relationship with your fans and followers.
Robert Kirk who owns RFK Solutions a Search Engine Optimisation Company in Scotland wrote this and many more SEO related articles. RFK Solutions works with many small to medium size companies in the UK carrying our range of SEO services.