If you run a business, then at some point, you’re bound to wonder as to what can help you propel it forward rapidly.
Think there’s an element missing in your digital marketing strategy?
Enter social media marketing.
Social media marketing plays a humongous role in building brand awareness.
However, it will work wonders for your business only if it’s done right; otherwise it will come back to haunt you, costing you your credibility. In fact, a few seemingly minor mistakes can ruin your marketing campaign and turn some of your most loyal followers away.
According to Symantec Corp., companies can expect to lose about $4.3 million on average in global sales because of social media mistakes.
Here are a few rookie mistakes you should avoid at all costs.
1. Following Trends Aimlessly
Jumping into social media marketing without having a specific plan is downright ludicrous. Trending topics and hashtags on social networking sites such as Facebook and Twitter tend to represent lucrative opportunities for a brand on social media. However, following them blindly can reflect negatively on your company. Leveraging the right hashtag at the right time can help grab the attention of your target audience. Using a trend or hashtag inappropriately can damage the reputation of your brand.
DiGiorno’s inappropriate use of hashtag #WhyIStayed is one of the best examples to prove the above point. Following Janay Palmer Rice’s decision to stay with NFL player Ray Rice after a domestic violence incident, the hashtag #WhyIStayed had been trending on Twitter. Thousands of women took to Twitter to express their experiences of the abuse they underwent in their relationships. DiGiorno didn’t take the time to look into the context of the hashtag #WhyIStayed and tweeted ‘#WhyIStayed You had pizza’. The brand apologized for the tweet later. However, the damage had already been done.
Make sure to have a clear and robust social media strategy in place before you start developing your content. Ensure that your content aligns with your brand’s core values. More importantly, keep your audience in mind when creating your posts. Only then will you be able to create content that can add value to your customer’s life. Also, when it comes to using hashtags, make sure that they are relevant to your posts.
2. Failing to Take Care of Feedback
A well-liked social media post will probably be shared and commented upon several times. A bad-quality post, on the other hand, will either fail to invite response or receive flak. Ignoring critical feedback, comments, and queries directed your company may lead the customers to think that your company doesn’t care about them. It is, therefore, important to reach out to them in time and fix their problems.
Social media followers are vocal about their likes and dislikes. You need to take clues from their reactions to your brand and incorporate the feedback in your strategy.
3. Opting for Shortcuts
Conveying messages effectively to your target audience through social media is no piece of cake. It will take substantial time, which is why you need to be patient.
Certain social media marketing service providers guarantee a certain number of followers or promise quick results in a relatively short period of time. Trusting them can be a huge mistake. Chances are that they will use black hat or spam-like tactics to get more traffic to your social profiles.
Similarly, bolstering your social media strategy by paying for followers is a bad idea as neither will it improve user engagement, nor will it help increase your ROI.
It is, therefore, crucial that you focus on building genuine customer relationships, instead of merely going for numbers.
Opt for smart tactics in order to ensure the success of your social media strategy. For instance, when developing content of your blog posts, integrate long-tail keywords in them. For instance, when talking about the availability of web designing services in Charlotte, use Charlotte Web Design, instead of simply using ‘Web Design’. Optimizing your blog content will go a long way in improving the social shares of your posts.
4. Failure to Post Regularly
Building a loyal army of social media followers is a gradual process and requires long-term commitment. You will need to be active on social media channels as that is the best way of reaching your audience and staying in touch with them.
Post interesting, high-quality, and relevant content on a consistent basis in order to stay afloat on social media. Failure to take care of this aspect can result in your followers moving on to more active brands.
5. Posting Inappropriate Content
Using social media for pushing ill-timed or unfitting marketing messages can prove disastrous for your brand.
For instance, Global Village, a Minnesota-based store faced severe criticism when it made ill-conceived attempts to take advantage of Martin Luther King, Jr. Day. The store decided to offer its customers with 25 percent off on everything black.
Several companies tend to forget that using social media isn’t just about promoting their brand. It’s more about building long-term relationships with the target audience, which will eventually lead to sales.
Bear the rule of thumb in mind: don’t go on boasting about your company and your products endlessly. Instead, focus on creating effective and relevant content.
A brilliant social media marketing strategy is all about choosing the right social media platforms and devising messages carefully in order to improve brand awareness. If you want to make the most of your social media strategies, ensure to avoid the above-mentioned mistakes like the plague. Understanding the social media landscape well in time is vital. Only then will your brand witness consistent growth and your customers feel more connected to it.