Times are changing. And, they are changing fast when it comes to local businesses and their choice of marketing platforms. We are all well aware that television, print, and radio are no longer the biggest, or the best channels to reach a wide market. With the advent of the internet and mobile devices, businesses are now turning to digital marketing as the preferred way of reaching out to customers.
Social media is one of the most powerful digital marketing platforms that businesses should not ignore, ever!. Facebook, Twitter, and Instagram are platforms where millions of potential customers can be found. But, competition is tough and not all businesses thrive in social media.
If you are a startup, then there is lots to learn. Social media is a whole different world and mistakes are common. Knowing what those pitfalls are though, can help you avoid falling for the typical traps.
Lack of Research
It may sound boring, and redundant, but research is key. Many businesses mistakenly follow their assumptions, ask their friends for advice, ask others on social media what they are doing, or they simply do what their competitors are doing instead of taking the time getting to know their audience. You simply cannot win your target market’s “heart” this way, since you don’t even know what interests them.
When researching, make sure that it’s accurate and analyzed properly. Know what captivates your audience by studying their social media language and by reading their comments on your posts. It’s also good practice to constantly be evaluating your previous posts to examine what content has created the most buzz and why.
Once you have compiled these pieces of information, the next step would be to produce a content calendar based on the accurate information that you have collected. This will allow you to better engage with your audience rather than going on mere assumptions.
Using Wrong Platforms
Since there’s a wide range of social media platforms out there, choosing your best weapon is necessary. For instance, just because Facebook has the largest user base with 1.2 billion active monthly users that doesn’t mean it’s the best platform for your business. For example, Instagram might be a better platform for businesses targeting teens, even though Facebook has the greater reach.
The point here is to determine the platforms that suits the product or service, audience, and marketing that is best for your business. Otherwise, you will be wasting time, money, and effort on platforms that don’t give you much success.
Being Too Salesy
It’s called “social” media for a reason. More than urging people to buy your product, engaging and building strong relationships with your audience is critical. Sure, you can post about an upcoming sale, product launch, or promotion, but, your focus should be about bridging the gap between your business and your audience.
You can do this by posting tips, product hacks, industry news, and humorous content that your target market will appreciate. Keep in mind that your social media’s main goal is not to be salesy but to make your audience feel connected to your business. I am reminded of a quote by Seth Godin, that says, “People don’t buy goods and services. They buy relations, stories and magic”. The bottom line – no one likes a pushy sales person.
Avoiding these mistakes can be challenging, especially if you’re a beginner. However, working with a reliable marketing agency can help you meet your goals, as well as it can help you to get to those goals much more quickly.
Don’t Make These 5 Fatal Social Media Marketing Mistakes in 2017, Simplymeasured.com
Digital Marketing Mistakes You Cannot Afford to Make, Thebalance.com