5 Things to Avoid Failure In Social Media Marketing
1. Not Having a Comprehensive Marketing Strategy
Each social media platform is made up of millions of individual accounts. To stand out, you’ll need to do more than just post a few times a week. In fact, the most successful marketing teams are those that plan every aspect of their strategy in advance. Before you set up your account, think about what the focus of your content will be.
Are you looking to entertain your followers so they share your content with their network? Or are you more focused on helping people achieve their goals and building up long-term relationships with a smaller number of followers?
The ideal strategy depends on the kind of business you run. Someone who sells arts and crafts needs as much exposure as possible because they have to make lots of sales each month. On the other hand, an accountant needs to build trust and develop relationships with a smaller number of loyal customers.
Don’t Forget to Adjust Your Strategy Over Time
Some of your campaigns will do really well, but others won’t be as successful. This is normal and nothing to worry about. The best way to get better at digital marketing is to keep track of your stats and adjust your plan according to what worked and what didn’t. If you fail to monitor your accounts and posts, you might not know where your new followers came from and which posts were the most popular.
Most platforms make it easy for you to see how many views, likes, comments, and shares each post got. Go over this information and think about why certain posts do better than others. Did you write or say something relevant to the target audience? Did a famous person share your message? By tracking your stats, you can stop creating posts that don’t appeal to your customers and do more of what worked well instead.
2. Not Posting Too Little or Too Much
Most businesses set up a social media account and then fail to update it regularly. They might only post something if there has been a change to the business or during the holiday season. It goes without saying that it’s very difficult to build up a strong following without regular engagement. On the other hand, some companies post so much that people get overwhelmed and unfollow.
The optimal number of daily or weekly posts depends on the platform you use. On LinkedIn, updating your page once a day is ideal, but on Instagram, you might only have to post something 1-3 times a week. People using Twitter should aim for 3-5 posts a day, and those using Facebook need to write a new post 1-2 times a day. That way, your leads and customers stay engaged, but they don’t get annoyed by excessive posts.
What Kind of Stuff Shouldn’t I Post?
The quantity of posts is important, but so is the quality. Avoiding inflammatory and offensive content is important if you’d like to appear professional. Some companies use swearwords to come across as more approachable. While this can sometimes works well, it is a risky strategy because it alienates certain groups of people.
The same goes for controversial statements. When you post something political or religious, you risk losing a lot of followers who don’t agree with you. Think carefully before voicing controversial opinions and swearing on social media, and consult with professionals. Marketing experts can tell you whether you’re on the right track or whether you’re risking your reputation.
3. Failing to Choose the Right Channels
There are many social media channels out there, and it’s almost impossible for a business to make use of all of them. If you’d like to avoid spreading yourself too thin, select the two or three platforms that best fit your business. Someone who sells a visually appealing product like art or baked goods could do well on Instagram, which is based on pictures.
Platforms like TikTok, which allow you to upload videos, are great for sharing behind-the-scenes details or giving customers information about your service. On the other hand, a company that offers a service such as legal or financial advice might benefit from using a professional network like LinkedIn. This platform is mainly used by professionals looking for a job or a service, so it’s great for educational institutions and businesses selling to other businesses.
Adjust Your Strategy According to Your Chosen Channel
Facebook is used by millennials between the ages of 25 and 34, but there are also many older people on this platform. If you’re selling a product or service designed for working professionals, Facebook could be a great choice. TikTok and Snapchat are both very popular with younger users aged 10-29. You might need to adopt a more playful tone to connect with them.
4. Only Posting Content and Failing to Interact
When speaking to your followers online, keep in mind that everything you say reflects on your company. Always remain cool, collected, and polite, even if the other person doesn’t. Once your account grows, and you have several thousands of followers, consider featuring users who post engaging content or interact with you frequently. By naming your biggest fans, you build an even stronger relationship with them and make them feel special.
How Should I Deal with Negative Comments and Feedback?
The more you interact with people, the bigger the chance of negative comments. No matter how good your product or service is, it won’t be right for everyone, and someone will complain or leave a bad review. Don’t be tempted to delete bad feedback because this will make you look unprofessional and unethical.
There is only one exception to this. If the comment is offensive, or it contains foul language, it’s better to remove it from your page. It’s also important to remember that while you shouldn’t get rid of negative feedback, you can politely reply and explain the situation.
5. Doing It All On Your Own
Over the years, people have come up with many collaborative social media marketing strategies. Some of the most successful ones include inviting guests in your industry to speak to your followers or write a post, allowing an employee to take over the account for a day, creating a piece of art with an influencer or industry expert, and nominating brand ambassadors. Many successful businesses also ask influencers to review their products or do a giveaway.
How to Make Your Account About Others, Not Yourself
Successful accounts provide real value. This could be helpful information related to your product or service. A lawyer might post a video with frequently asked legal questions, and a baker might post a recipe that allows customers to try out their favorite cake at home. However, your content could also be entertaining. People love accounts that are funny, and they will keep coming back if your posts make them smile.
