Social media has come a long way. In its origins, it allowed you to talk with your friends, reconnect with old friends, and inevitably, connect with new friends.
Nowadays many different layers of usage for social media have been added. One important factor is that as a brand, you have access to billions of people. From a marketing point of view, these people are your potential customers.
This brings us to brand marketing strategy projects and branding of products. As a result, social media marketing has established itself and is here to stay. A great sample is Instagram marketing. You have immediate access to over 1 billion people. Most importantly, you want to get your message out in a successful way.
To get the most out of your social media marketing efforts, there are a few pitfalls to avoid. No need for you to re-invent wheels that don’t move you forward.
No Brand Marketing Strategy
Many brands just post sporadically some content on various social media platforms and expect the crowds to follow them. That is not exactly how it works. However, this is what you can observe many times.
On the other hand, if you want to have a successful social media marketing strategy, you need a clear plan, with well-defined goals. It is important to know how you can achieve your goal, like the kind of posts you use and what tone to use. Understanding your target audience plays a role and you need a way of measuring your results. Don’t forget to have a budget.
Addressing all social media platforms the same
Different platforms ask for different approaches. On LinkedIn, you will be more formal and professional. Your posts on Snapchat are directed at a young audience and better be informal and entertaining.
Knowing the difference between audiences that visit specific social media platforms is of great importance. You need to hit the right tone and style for each different platform. If your staff can cater to one platform but not to another one, get outside help.
Remember that you are not interested in all the users on a platform, but only in those who buy your brand. If you target the wrong audience, it is a waste of time and money for your brand marketing strategy campaign.
Not engaging with your audience
What does social mean? Right, to communicate, and interact. Most of the social media platforms support a comments section. Make sure to make the most out of this. First, post engaging content. Second, wait for comments to show up, Third, be part of your community and participate in the commenting.
Instagram marketing will work best if your comment section is active. The Instagram algorithm will exponentially love you, the more comments your post has. Your team needs to be part of the comments sections. Besides establishing connections with your followers, it engages more followers and potentially increases your audience.
Take negative comments seriously, and use this as an opportunity to turn the complainant into a loyal customer. Try to resolve any issues the customer has and if you succeed in this, the same person may now start recommending you.
Ignoring the analytics
For the successful branding of your product, social media marketing is a very strong way of promoting. You can follow the progress in real-time.
One of the best tools available in this field is Google analytics. Start analyzing the information provided and it will clearly show what is working and what needs to be changed.
Don’t get carried away by the number of followers your account has, That is not the only factor to go by. Instead, find out what impact your strategy has on your business. Is your content getting shared? Which posts are most popular?
Trying to post everywhere
Don’t try to be visible on all available social media platforms. Your brand marketing strategy should aim at the social media outlets that can make a difference to your brand. Unless you are Coca Cola, Nike, and so on, that can allow a massive marketing spend.
Try to cover two to three of the biggest platforms out there, Facebook, Youtube, Instagram, Twitter, or Snapchat. Now add one or two niche platforms that work well for your brand. It is difficult to manage more than 2-4 accounts for one committed marketing professional.
No social media policy is in place
Nowadays it becomes more important to have a clear social media policy in place. On top of that, you have to make sure that all of your marketing employees, or even better, all of your staff, are familiar with this policy.
You want to avoid unexpected and embarrassing situations. Embrace a policy outlining what is and is not acceptable. Inappropriate postings can include but are not limited to racist, sexist, religious, obscene, derogatory, or discriminatory content. It is rather unpleasant or even dangerous if your social media marketing is derailed by posting improper or ill-considered content.
Not using sufficient visuals
The average human being now has an attention span of eight seconds. That is according to a Microsoft study. In contrast, in 2000 the average attention span was 12 seconds. That is a distinct decrease.
Reading becomes less popular nowadays. Hence, service your audience with more visual stimulants. Youtube, Instagram, and Snapchat are 100% based on visuals. Not only talk to your followers or target audience but also show them. If you can, add humor or inspire.
Branding is visual in our lives! Think about sponsoring concerts and sports events. The live streaming will be shared and opens up new audiences for you.
Forget to proofread your content
Make sure there are no spelling or grammar mistakes in your posts. There is plenty of free spelling software out there.
Your social media team needs to review all content before publishing. So don’t just stop at checking the written text. If your social media marketing includes images, videos, or graphics – they need to be checked as well.
We all make these mistakes when we first build our businesses. However, they shouldn’t stop you from using social media and promoting your dream company! If you have any stories – share some of the mistakes you did before!