Social media marketing never works. This is a common phrase that you will hear people saying. However, how true is this statement?
Social media marketing only works for you if you do it right. If it doesn’t work for you, there are probably a ton of things you are doing wrong.
Today, most businesses have turned to social media marketing in an attempt to shore up their market base. Unfortunately, marketing-no necessarily social media marketing has never been easy.
The lack of any meaningful results leads to disappointments especially when this marketing strategy doesn’t deliver the expected outcomes.
Here are some common social media marketing mistakes to avoid in 2020.
Dismissing social media marketing as an effective marketing strategy
If you really believe that social media marketing is not an effective marketing strategy, then it will never work for you.
There is a common misconception that social media comprises of a younger tech-savvy demographic group. This has never been further from the truth if the latest statistics are anything to go with.
For example, 55-64 year olds are the quickest growing demographic on Twitter. Facebook on the other hand has 45-64 years as the fastest growing on the platform.
Considering the growth of social media, it can be said that we have just scratched the surface in terms of marketing potential on social media.
Look at it this way-by 2020, there will be new social media platforms with some of them targeting a specific demographic group. Just imagine how much you can achieve in terms of marketing
potential from such a possibility.
Lacking a social media marketing plan
Without an effective plan, social media marketing can be a colossal waste of time. It is the same as the current description of insanity-doing the same thing and expecting different results. Unfortunately, most businesses fall under this category.
What happens today is that any business can set up a social media account, share content on the platform and sporadically post new content. This is not social media marketing-it’s lacking a plan.
Instead of spending too much time doing things randomly, approach social media marketing the same way you approach any other marketing campaign strategy.
Have specific goals that are SMART. Outline how you intend to accomplish these plans and most importantly, have a budget. Learn from social media gurus. They have these practices in their habit.
Measuring the wrong KPIs
Key performance indicators are important especially in internet marketing. The problem is that when it comes to measuring KPIs, a substantial number of marketers often fall into the vanity metrics trap.
For example, being excited by the number of followers you have on different social media platforms.
There is nothing wrong with having thousands of followers on Facebook, Twitter and Instagram. However, do not be too excited by the number.
You should always ask yourself the type of impact a social media platform has on your business, and not the number of followers.
Treating different social media platforms the same
One of the most counterproductive and ineffective strategies in social media marketing is addressing your audience in a manner that is inconsistent with the social network. Simply put, you wouldn’t be able to speak German in France or Italian in Spain.
Unfortunately, many businesses tend to repeat this common mistake-not using the right language for their audience. You find that different social media platforms have their traditions, customs, audience and the type of content available on these sites. You fail to get any If your efforts are going to make any difference, you need to learn and understand how people connect and communicate on the social network.
Not engaging in conversations
The key to social media marketing is writing in a conversational tone. In fact, your social media posts are literally useless if no one responds to them or cares to share them. What does this tell you as a social media marketer?
Design your posts and content in such a way that they elicit a conversation from your audience. Don’t sound too boring by writing generic content. Social media networks are a fast-paced world. People want to be excited about something out of the ordinary.
If you fail to get any reaction from your content on social media, then you are doing things wrong. It doesn’t matter whether the response was positive or negative. These responses present an opportunity for you to engage the visitors directly.
Even when addressing negative concerns, be personable and friendly. After all, social media is all about these kind of interactions. Your business’ interactions on social media platforms should not only be limited to the marketing department.
Bring everyone on board. You never know where the humor and creativity will come from social media marketing.
Making it all about you
How do you feel when you are around people who constantly talk about themselves? It gets old right? That is almost the same mistake that businesses make when implementing their social media marketing strategy.
As a business, making everything to be about you-your news, products, projects, events-NOBODY CARES! In order to achieve success in social media marketing, the key is to speak a language that your audience can resonate with. Tell them what they want to hear. Ideally, make your social media strategy about them, and for them.
Relying too much on automation
Relying too much on automated postings on your social media accounts is a risky marketing move. It is centrally to everything that social media entails.
Before developing a social media marketing strategy, ask yourself why people use social media-Because they want to interact right?
When you take this away from them, then there is nothing social about that media. People have a tendency of telling whether a certain post is generated or whether they are engaging with an actual person. When your conversations on social media appear robotic, no one will want to interact with your brand.
In worst case scenarios, there are some businesses that spam their audience with too much irrelevant information. This information will not generate any new leads. In fact, it will drive people away from your brand.
Be inspiring and entertaining in the kind of information you post on social media such that the content sounds authentic and personalized.
Final Words –
No marketing is ineffective including social media. If you’ve identified it as the platform your audience visits, take it seriously.
The success mantra lies in how you drive it. Don’t make these mistakes, you’ll be a step ahead to achieving success.
Tulip Turner –
Tulip is a Content and Inbound Marketing expert at Snewscms. Over the years, she has helped dozens of businesses in defining their content strategy. She believes that creativity doesn’t inspire customers anymore. A true story when recited well, is enough to build a connect.