Social media marketing can be powerful, especially when you’re in the early stages of launching your business and want to get the word out about what you’re doing. But it can also be hard, especially if you feel like you don’t know what you’re doing or what you should be doing. It’s easy to fall into common social media marketing mistakes and even easier to think that the only way to engage with your fans and followers on social media is through constant posting – but there are better ways to do this!
It does not know your target audience.
Know who you are marketing to. That includes knowing their demographics, interests, and buying habits. You should be able to answer questions such as How old is my audience? and Are they male or female? If you cannot answer those two questions about your customers, you need to research. The more data you have on your target audience, the better your chance of success when launching your campaign. A good place to start with researching your demographic is with Facebook ads. There are many people out there doing what you want to do. It’s up to you to separate yourself from them in a way that speaks directly to your customer base and convinces them that what you have for sale will solve one of their problems. Make sure that every post that goes out reflects how it benefits someone in particular.
I was trying to be everywhere.
It’s become a given that businesses need to be active on Facebook, Twitter, Pinterest, and Instagram. But where you should focus your efforts depends on who your target audience is. If you are trying to sell a high-end product or service, Facebook probably isn’t right for you. Instead, consider using Snapchat or YouTube as better suited for brands trying to reach a younger demographic. So before you start posting every day on all platforms, think about your goals and how each network can help accomplish them. If it doesn’t make sense to be there, don’t waste your time building something nobody wants to see. Remember: Social media takes effort and needs to fit within larger business goals. And if you aren’t sure where to begin, here are some tips on how to get started with social media marketing.
Letting your ego get in the way
It’s important to remember that it’s not all about you. Social Media Marketing should be done to be helpful to your audience and fans. For example, if you have a new product coming out, try sharing pictures or live streams of your followers using and enjoying it! You want to show them how great it is so they can also share it with their friends or family. Sharing photos of yourself when your hands are full will not make you look egotistical. People don’t trust someone who only talks about themselves; they want genuine recommendations from people they know and trust. People will naturally want to reciprocate if you focus on giving value first. Be careful not to let your ego get into creating quality content for your audience. Try starting by posting questions and polls on Facebook or Twitter asking what content they would like to see more of—and take those suggestions seriously! Then take some time every day (or week) to create something original based on those suggestions. Over time, as long as you stay engaged with your community and keep producing high-quality content regularly, it will become second nature for you to post without having an ulterior motive behind each post. If you just love talking about yourself every day… don’t expect anyone else to care!
I am not making content fresh enough.
A study by Conductor found that only 37% of marketers’ content is fresh and new. The rest are mostly repurposed older material. I know it’s tempting to post that delicious recipe you made once a year ago, but you have to fight those urges for content creation! While 80% of consumers say they’re willing to share branded messages, 57% say they rarely or never see them. Share something relevant and new with your audience at least three times a week (more if possible). Fresh content not only keeps you top-of-mind but also boosts conversions. And yes, there are exceptions where old content can be repurposed – so long as it feels fresh! For example, take an older infographic and give it a revamp with more recent data. Or take an old press release and turn it into a downloadable resource for customers. People will still learn about your brand while getting value in return.
Not having a plan
Social media without a clear strategy is no more effective than not having a strategy at all. Any business on social media aims to earn an authentic and meaningful audience that you can then engage with, who will then take action. That’s only possible if your strategy comes first and everything else falls in line with it. More often than not, companies think let’s just be active means they should throw together some content or posts and get started. There are so many layers to it—and so many ways to mess up—that going in without a plan usually does more harm than good. Make sure you know why you’re on each channel (are you trying to drive app downloads? Increase awareness? Engage customers?), what success looks like for you (how many followers do you want? What kind of engagement?), and what resources you have available (what’s your budget?). Only once those questions are answered can you start to put together a real strategy. And when it comes time to execute, make sure every piece of content has its place within that framework. Don’t just post because posting is easy; post because it helps achieve one of your goals.
Staying on one channel too long
Facebook, Twitter, LinkedIn, Pinterest, and Instagram are all great tools for staying in touch with your customers and sharing content. But don’t spend too much time on any of them; you need to mix it up so that your followers have a reason to come back regularly. If you spend more than half of your time on any one channel (and we’re talking about more than two hours a day), you’re doing it wrong. It takes effort to stay fresh and up-to-date on social media, but it will benefit your business and career if you can do it right. Stay active across multiple channels—but also take breaks from each platform. If you focus too much on one channel, your following will grow stale and move on to something else. So don’t get addicted to just one!
Hiring poorly qualified staff
It’s tempting to hire someone you know or admire your work. After all, when you have limited resources and a lot of work, it’s nice to reach out to people in your network—but it’s also vital that they are right for your job. If you don’t take the time to thoroughly vet candidates before hiring them, you could have staff who aren’t motivated enough to do their best work. That can mean missed deadlines, low-quality results, and frustrated clients. Before hiring anyone new, make sure you have a clear idea of what skills they need to bring to your business and why they’re needed. Then make sure those skills match what your potential hires say about themselves. You may even want to give potential employees some tests to see how well they perform on real projects.
I am not managing time well.
The easiest way to get sucked into hours of scrolling is to convince yourself that you’re working. You aren’t. Social media isn’t working. It’s a distraction. It can be useful, but it isn’t doing you any favors if it takes you away from your real work. Remember: Social media is supposed to help your business, not slow it down or harm it in any way—and certainly not when employees are using company time and resources to check in on their feeds while they should be paying attention to their actual jobs. If you’re falling into one of these common social media marketing mistakes, read up on how to avoid them.
Why post things out of order? Most people don’t have an innate sense of what makes a good story or post. If there was ever a natural talent for creating content, we wouldn’t need professionals with advanced degrees in journalism who have spent years honing their craft to write effectively about things like space rocks (yes, we pay people to do that). You shouldn’t feel pressured by friends who think they know better how to run your own business.
Takeaway
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