Social media marketing mistakes -
- are you making them?
- do you know what they are?
- can you avoid them?
If you're wondering about your business's social media marketing strategy and whether it's effective, it's important to take a step back and evaluate your approach.
Social media has become an essential tool for businesses of all sizes, but without the right strategy, it can easily lead to costly mistakes, bad brand reputations, and lost opportunities.
Luckily, we've compiled a list of the top 10 social media marketing mistakes you must avoid. Whether you're starting a new social media campaign or if you've been using it for a while, these tips will help you get your social media presence on the right track.
1. Not Choosing The Right Social Media Platform For Your Business
Not all social media platforms do the same thing - they have different purposes, functions, and target audiences.
For example, LinkedIn is a great platform for B2B marketing, while Instagram is better suited for B2C businesses with visually appealing products or services.
If you're unsure which social media platform is best for your business, read our blog post, Choosing The Right Social Media Platform For Your Business.
Choosing the wrong platform can lead to a lack of engagement and wasted resources, so it's important to do your research and choose wisely.
2. Not Having A Plan & Goal
What do you want to achieve with social media, and how will you get there?
If you do not have answers to these questions, your social media marketing campaign will fail.
Common goals that other businesses strive for include:
- Increasing brand awareness
- Driving website traffic
- Generating leads
- Boosting sales
How these businesses get there is different for each one.
Some use social media to build brand awareness through engaging content and influencer partnerships, while others focus on driving website traffic through targeted ads and promotions.
A clear plan and goal will help guide your social media strategy and ensure that you are not just aimlessly posting without purpose. (Like a ship without a captain!)
3. Not Engaging With Your Audience
Social media is all about being social! It's like a big party where everyone is talking, sharing, and having fun.
So, don't be the wallflower-join the conversation and make some friends!
That means engaging with your audience by responding to comments, messages, and mentions. This shows that you value and appreciate your followers, and it helps build a sense of community around your brand.
Don't just post content and ghost - people will automatically assume your brand is not authentic or responsive.
So, how can you engage with your audience?
- Answer questions and respond to comments on your posts
- Ask for feedback or opinions from your followers
- Host Q&A sessions or live streams
- Share user-generated content and give credit to the original creator
4. Focusing On Quantity Rather Than Quality
Quantity vs Quality.
1000 likes from fake accounts or 100 likes from genuine, interested followers?
The answer is obvious.
Don't get caught up in the numbers game, and strive for a large following just for the sake of it. Focus on capturing quality followers that match your target audience and are genuinely interested in your brand.
This will lead to better engagement, stronger relationships, and more conversions.
How do you know when a follower fits your brand well?
- Look at their interests and demographics
- See if they engage with similar brands or topics
- Check if they align with your brand values and messaging
Remember, a like or follow does not always equal a sale. It's important to focus on building meaningful connections rather than just a high number of followers.
5. Posting Too Much or Too Little
Too much or too little of anything is not good, which also applies to social media posting.
Posting too frequently can lead to your followers feeling overwhelmed and eventually tuning out from your content. On the other hand, posting sporadically or infrequently can cause your brand to be forgotten or overlooked.
So, what is the optimal posting frequency?
It depends on your brand and audience. Some brands may benefit from daily posts, while others may find success with only a few times a week. Research your target audience and see what type of content they engage with and how often.
It's also important to keep a consistent posting schedule. This will help your followers know when to expect new content from you and can lead to higher engagement rates.
6. Not Optimising Your Profile
Judging a book by its cover may not always be the best idea, but when it comes to online businesses, people often make quick judgments based on your profile.
To ensure that your profile does not resemble a ghost town or a spam account, make sure to optimise it with the following:
- A clear and eye-catching profile picture (usually your business logo)
- A bio that accurately describes your brand and what you offer
- Relevant hashtags and keywords in your bio and posts for discoverability
- Links to your website or other social media accounts
- Consistent branding elements like logos, colour schemes, and fonts.
7. Ignoring Data
Data is our friend when it comes to social media marketing. It's like a treasure trove of information that can help us understand our audience better, see what they like, and improve our content to meet their needs.
Ignoring this data can lead to missed opportunities for growth and engagement.
The types of data include:
- Engagement rates (likes, comments, shares)
- Reach and impressions
- Follower demographics
- Website clicks from social media links
- Conversion rates (if applicable)
Where can you find this data?
- Native analytics of each social media platform
- Google Analytics for website traffic from social media
- Tag Manager and UTM codes for tracking specific campaigns and links
- Third-party social media management tools
By regularly analysing this data, you can make informed decisions on what content to post and when, which platforms to focus on, and how to improve your overall social media strategy.
8. Budgeting Below the Bar
It's easy to fall into the trap of thinking that social media marketing is free.
While it may not cost money to create a profile, reaching and engaging with your target audience often requires some investment.
Budgeting too little for social media can limit your reach and hinder the success of your campaigns. It's important to have a clear budget in mind and allocate funds towards strategies that will help you achieve your goals.
Some areas to consider budgeting for include:
- Paid advertising on social media platforms (e.g. Facebook Ads, Instagram Ads)
- Collaborating with influencers
- Hiring a social media agency or manager
- Creating high-quality visual content
Remember, the return on investment for social media marketing can be significant, so do not underestimate the importance of budgeting accordingly.
9. Not Staying Up-to-Date with Trends
People follow trends, and social media is no exception.
Platforms constantly evolve and introduce new features, algorithms change, and user behaviour shifts. Not staying up-to-date with these changes can lead to missed opportunities for growth and engagement.
Make sure to regularly research and keep up with industry news related to social media marketing. Attend webinars or conferences, follow experts on social media, and stay connected with your target audience to understand their preferences and behaviours.
10. Ignoring Evergreen Content
Evergreen content is content that does not lose its relevance over time. This type of content can continue to drive traffic and engagement for your brand long after it was originally posted.
While staying up-to-date with current trends is important, make sure to also invest in creating evergreen content. This could include educational articles, tutorials, or product demos that will continue to be useful to your audience.
This will also help fill in any gaps in your content calendar when topics or trends are irrelevant.
Avoid The Mistakes & Succeed on Social Media
If you avoid these social media marketing mistakes, your business will have a better chance of standing out online.
If you need professional social media marketing services in South Africa or want to join a social media marketing workshop, don't hesitate to contact us!
At Starbright, we understand the importance of a strong social media presence. Our social media managers are trained to stay up-to-date with industry trends and create engaging content that will help your brand succeed on social media.