There’s no denyin’ social media is a powerful tool you can use to increase brand awareness plus connect with your customers, but the pandemic has brought this to a whole new level.
Social media use during the pandemic has gone “way, way up”. In a recent survey, an astonishing 72% of participants said their social media marketing consumption has increased due to COVID, while 43% said their posting has too.
However , before you decide to build a social media strategy or improve on your own existing one, keep in mind that it isn’t really enough to just be visible on your great example of such . If you don’t strategy it correctly, social media marketing could be an ineffective company tool—or even hurt your brand.
Listed below are six common social media marketing mistakes companies usually make, along with suggestions and strategies to fix ‘em.
Error #1: You Write-up the Same Content Across All Channels
While cross-posting—sharing identical content on all of your social networks—may save you time, it can create your content appear careless or out-of-place. Here’s why this approach doesn’t work:
- Users build relationships each platform in a different way. Users seek out different social media marketing channels to fulfill specific needs. For instance, users primarily use LinkedIn to build their professional network, while 66% of Instagram customers say Instagram is where they interact with brands.
- Each platform has its own distinct structure. Tweets requires brevity along with just 280 heroes per tweet, whilst Instagram emphasizes visual content and allows for captions as long as two, 200 characters per post. Similarly, since Buffer points out, Instagram favors captions along with at least 11 hashtags, Twitter posts carry out better with no over two hashtags, and Facebook posts do best without any hashtags at all.
- You may have users who follow a person on multiple systems. While consistent messaging will help drive results, the same exact content gets old fast within the eyes of your fans.
Aim instead regarding cross-promotion , which involves crafting one cohesive brand message tailored to the specs and “language” of each unique platform .
Mistake #2: You Don’t Have a Clear Market in Mind
“Developing a clear understanding of your social media target audience could be the most important thing you are doing as a social media internet marketer, ” writes Christina Newberry for Hootsuite.
Knowing who you’re talkin’ to on social media marketing is vital for creating appropriate, meaningful content. After all, how will you speak directly to your own audience’s specific needs if you don’t know what they are?
Excellent content starts along with audience research. While you study your focus on niche, ask these types of questions:
- What is the predominant age bracket or generation ?
- What geographic locations and time specific zones do they reside in?
- What different languages perform they speak, or what cultures do they will belong to?
- What spending power and purchase behaviors do these people exhibit?
- What are their hobbies, passions, subcultures, or affiliations ?
- What other businesses do they interact with regularly?
- Exactly what kinds of content do they eat or share on the accounts?
- What challenges or even pain points do they need an answer for?
- What stage of lifestyle are they in (i. e., students, parents, retirees)?
Use your answers to create insightful user personas, plus craft your posts about them. Voilà! No more generic content.
Mistake #3: You Don’t Have a Defined Social Media Strategy in Place
Small and local companies represent 65% to 75% of lookup and social media invest in Google and Fb (and this is only likely to increase beyond 2021). With all these networks saturated along with brand messages, you can’t just toss your own content into the blend and hope it can resonate with the correct audience. No matter how compelling your brand’s message might be, if you don’t have a plan to adapt it in order to social media, your content is not going to deliver the traffic, qualified prospects, or conversions you are looking for.
If you’re serious about increasing a strong social media existence, developing a strategy is really a must. Not only will it help your content stand out, but it will also assist you to:
- Make certain you’re supporting your business goals .
- Target the particular correct audiences for your brand.
- Save time by allowing you to plan the content calendar in advance.
- Set your brand apart through competitors with better content.
- Convert social media leads straight into sales .
As you deal with your strategy, ensure it includes the following components:
- Detailed buyer personas, that have the key characteristics and behaviors of your customers, allow you to develop content material through the lens of the customers’ needs, goals, and priorities.
- Properly selected calls to action (CTAs) which are logical and easy to understand assist your target audience know exactly what action to take in response to your content. Calls in order to action should be as irresistible as possible and evoke a sense of emergency. Moreover, a CTA personalized to your target audience is 202% stronger and more persuasive than an untargeted CTA.
- An enhanced landing page experience is the very first impression users will have after clicking on some content. Keep the visuals and copy consistent with the branding on your social media. Ensure the navigation is user-friendly and mobile-responsive too. Consider a platform like Unbounce to help you test, manage, and improve landing pages.
Mistake #4: Your Content Is Just So-So
GoodFirm’s Unfollowed Brands on Social Media survey found that will 79% of consumers unfollow a business’s social media marketing profiles if the articles no longer interests them, plus nearly 67% unfollow a business if the content becomes irrelevant.
The easiest way to keep customers interacting with your brand is to make sure your posts are high-quality, relevant, and truly engaging . While this may seem like common sense, it’s actually harder than it sounds to create content that will stands out from the mess. Below are a few action steps to keep your content fresh and interesting:
- Promote collaboration between the marketing and sales teams. Your product sales representatives likely know your customers inside and out and can assist you to brainstorm innovative content material ideas that will resonate.
- Listen to customer feedback and study wedding metrics to determine what your target audience wants to find from you and what they respond to most.
- Associated with content immersive and experiential with multimedia components such as videos, animated infographics, polls or even quizzes, webinars, along with other interactive audiovisual articles.
- Frame content close to newsworthy current occasions, topical issues, or even trends that resonate along with your audience and feel relevant to your brand name or industry.
Mistake #5: You’re Not Using Social Media as being a Sales Tool
Social media is not only a tool for generating brand name awareness and website traffic, it can also be used for social selling , especially for businesses that conduct company with other companies. LinkedIn is an excellent channel intended for B2B businesses to research, locate, connect with, and, ultimately, sell to professionals or businesses.
The particular communication experts from 4PSA say it best: “Your sales team can send message emails and advertising messages to important leads, while nurturing discussions that transform into clients and customers. ” Here are their tips for boosting your sales with LinkedIn:
- Target decision manufacturers. Analysis the contact’s profile to confirm they have the appropriate job position plus decision-making power.
- Be on the lookout for unexpected cable connections. Look for affiliations and interests that you have in common with leads and make use of these to start the dialogue. What expert organizations are they element of? What previous companies have they proved helpful for? What is their own hometown or alma mater?
- Use the lookup features to target particular leads. Find potential potential clients using LinkedIn’s sophisticated search function to narrow results simply by school attendance, business categories, location, and companies.
- Focus on one clear, realistic proactive approach. Provided your lead’s active schedule, only create reasonable requests that are clear and particular, then make it easy for them to take action. For example , in order to schedule a 15-minute phone call, attach the scheduling link to the initial message, rather than waiting around to send the link until after they respond.
- Follow-up if you don’t receive a well-timed answer. Send a courteous, tactful follow-up message if you don’t hear back within the first ten to 14 days associated with reaching out. Then provide about a month plus initiate contact again if necessary. This will keep you at the forefront of the lead’s inbox—and top of mind too.
Error #6: You’re Fatiguing Audiences with An excessive amount of Activity
If someone follows your brand on social media marketing, it’s a given they expect to interact or even hear from you regularly. A consistent posting plan is crucial to create optimum exposure for your content.
However , there are a fine line in between increasing brand consciousness and being therefore active on social media that it comes across as self-promotional, or simply plain annoying. In fact , 42% of customers unfollow brands that will excessively publish content material. Yikes!
“To occupy sufficient of their mind space to get a deal down the road, you have to constantly remind contacts and contacts of your value. However, you have to do it in a way that doesn’t ‘fatigue’ them, ” the advertising experts at The Paperless Agent point out. “To prevent that fatigue, good marketers make use of multiple channels of communication to stay connected with their audiences. ”
Make sure social media is not your only funnel for promoting your messages . Cross-promote on these other platforms too, so that your followers aren’t overcome on any individual channel:
- Phone calls
- Text messages
Make 2022 Your Strongest Year Yet on Social Media
If you’re guilty of any of the mistakes above, you’re certainly not alone. As with any approach, it takes time to adjust to social media—and continuous refinements in order to be profitable . As you finish off 2021 and get looking forward to next year, keep these types of points in mind and you’ll be sure to take your social media game to the next level.
Of course , don’t forget to build getting pages to collect your own social media traffic, collect leads, and convert sales opportunities.