Currently, more than 2 billion people are using one social media platform. A few years from now, that figure will reach over three billion users.
Marketing through social media is useful in connecting with the online audience. With the rich data a social media platform could provide, targeting your ideal customers is now simpler than it was before.
LinkedIn, for instance, can provide employment data while Facebook offers detailed demographic information.
Social media allows entrepreneurs to build successful businesses. But others struggled and failed to capture their ideal customers.
That’s because they make one or some of these social media marketing mistakes.
1 Imitating other brands’ social media strategy
It’s tempting just to copy the social media strategy of a successful brand. But doing so will only make your brand suffer.
Social media platforms are designed to give users amazing content. It’s what keeps them engaged. They want variations in content.
Brands with unique content or voice get more followers and engagement than those brands that copy other brands.
If you want to stand out, make sure that your brand’s voice is unique.
2 Overlooking the data
You can’t understand how your followers react to your content if you don’t look and analyze the data. The data are meant to give you details on how to change your existing social media strategy so you can improve its results.
Studying the social media analytics is crucial to help you determine the best time to post an update of your company and the type of content that your followers like.
On Instagram, follower count is a crucial metric that you must track. You would want as many people as possible to see your content.
You can attract more followers using the tagging tool. Instagram lets you use up to 30 hashtags. But don’t use them all. Up to 10 hashtags are ideal.
Another metric to look into is post engagement. As you gained many followers, you would want to ensure that they’re engaging with your content. The standard is around 70 interactions for every 1000 followers. If your content received a high level of engagement, then it’s a sign that your content resonates well with your audience.
3 Using many platforms
It’s one of the social media marketing mistakes that you must avoid, especially if you have a small marketing team. Instead of committing to several platforms, opt to use up to two platforms that provide tools that can help with your business goals.
Choosing the right platform where you put your marketing dollars will depend on your industry and the goals you’re trying to accomplish.
For example, if you want a platform for high-quality content that you can repost to your website or other platforms, then Instagram is your best choice. Influencers here create content that their followers appreciate. Furthermore, the comments here are more positive than YouTube.
Snapchat is ideal if you’re targeting younger millennials. But experts don’t recommend this platform for startups because users here are gobbling up content. It can be difficult to overshare. If you’re focusing on ROI, then choose Facebook or YouTube.
Pinterest is underrated. But it has more than 100 million users a month. It’s the perfect platform if your brand is in the fashion industry or you’re selling home products. The majority of its users are women.
4 Ignoring loyal followers
First loyal fans start a movement. They’re your passionate followers who can help you recruit new followers and assure them that your brand is valuable. Thus, you must embrace your loyal followers and reward them for being loyal.
These people are the ones who are consistently engaging with your post. They re-share it, and you must reward them. The rewards don’t have to be expensive. A simple shout-out will do. Or you can send them a thank you email. Doing so will encourage them to stay loyal.
Another way to reward them is to offer them a rewards program. You can provide them with exclusive content that they truly value. It can be a how-to tutorial or a behind-the-scenes video.
You can also invite them to an exclusive preview of a social event. It can be a meet and greet session with your brand celebrity or an individual early portion of your event.
Then, if you’re launching a new product, you can offer your loyal followers an early peek or upgrade. But personalize your offers, so your loyal followers will also look forward to your next promotion.
5 Paying no attention to video
Video content is a crucial form of visual content. The reason for this is that video engages followers.
The majority of people online consume video content thoroughly. As the most engaging content type, don’t ignore the power of video content.
If you’re investing in a video strategy, make sure that it’s not just a small feature of your social media marketing. Before you even start creating a video content, make sure that you know the video’s role in your brand’s story and the steps to measure its performance.
Knowing these details will help you make a better decision on choosing videos that are worthy of your resources.
When creating a video, always keep your objectives in mind. Most of the time, video success is measured with views and not with actions.
Instead of falling into this trap, you must include a call to action that tells your followers the next step. Then, create a landing page that guides them toward conversion.
Your video content should have a conversational tone to make it sound more natural. Make sure that your talent speaks in concise sentences. In this way, he/she can emphasize the key points your brand is trying to make.
Doing so will also help your audience better understand your point. Then, avoid using those jargons. Instead, opt to use simpler words.
6 Avoiding paid social media
If you focused only on organic social media, then you might not get the results you wish. To avoid that, make sure to embrace social media ads. It’s an effective way for you to increase target metrics.
Paid social media can complement your organic social media campaign.
Studies showed that Facebook users could only see 2 percent of organic pages that they’re following. That said, organic content becomes nearly irrelevant on social media platforms. For that reason, you should consider paid social media to elevate your brand and receive qualified leads.