Social media marketing #Under5Mins:
Social media marketing(SMM), also sometimes called social network marketing (SNM), is a strategy that helps you build a network of customers and potential customers, stay in touch with those who are interested in your products and services, and ultimately build your bottom line in the form of additional sales.
Social media marketing is something that everyone is doing now. Be it an established business or a small local business, simple reason being – that’s where the crowd is. Social media marketing is a big opportunity for most organizations, whether they are B2B or B2C, or whether they operate online or from a physical location.
While there is an art and a science to social media that can take time to perfect, there are also some established mistakes social media managers new and old should steer clear of.
However, many businesses do not know how to build a sound SMM strategy, or they make many mistakes along the way that actually do more harm than good. Knowing some of the most common social media mistakes – and learning how to avoid them – can help your company build lasting relationships with your audience and potential customers. Here is a look at some mistakes you should avoid:
- Too Little Content
Forming a social network presence takes more than simply creating an account on Facebook or Twitter. Too many businesses are of the mind that “if you build it, they will come,” meaning as long as there is an account, people will find you.
However, no one will find you, or want to stay with you, if you do not offer them in your social media updates and posts. Rather, you should focus on sending quality updates and including links to video, pictures, podcasts, or other pertinent news stories.
- Not Defining Your Goals
The most dangerous long-term mistake you can make in a B2B social media strategy is failing to define the metrics of success. A company must measure the growth in:
- the number of repeat users
- likes or shares of content
- traffic directed to your site
- click-through rate
Not only does a business have to track these metrics, but it has to define success first. Likes and shares aren’t sales, so a business has to determine a certain level of sales that it will define as success. If a business’s efforts aren’t reaching its success goals, it should consider shifting its efforts. Likes and shares are great, but a firm has to see these through to leads and, ultimately, conversions.
- Too Many Updates
While too little content will not help you build a social network, too much can turn them off to your efforts. Posting continuous updates becomes exhausting and makes your followers weary of your constant “presence.” Be sure to spread out your updates and make each one count for quality, not quantity.
- Not Using the Strengths of Your Platforms
As mentioned earlier, B2B social media is different from B2C. Since LinkedIn is a social media network created specifically for professionals, it’s the most efforts. Given this, a social media effort on LinkedIn has a different audience than one on Twitter or Instagram. LinkedIn is meant to connect professionals in related fields, so your audience there has a level of expertise and familiarity that the average person doesn’t. Make sure to that into account.
A company’s LinkedIn profile should have a great Showcase page. For B2B social media efforts, a Showcase page is a must. With this page, a company can hyper-target its social media efforts by directing them to users with very specific demographic information. If a design company likes working with cosmetics startups, it can promote sponsored content to only those LinkedIn users who are founders and managers of cosmetics companies with less than 50 employees. A Showcase page makes this highly specific B2B outreach possible.
Through LinkedIn, a company can also reach out to other companies who may amplify its message or use its services. These sympathetic companies can be firms that aren’t competitors, but corporate partners who can vouch for a company’s good track record.
There are other social media platforms besides LinkedIn, and their strengths should be used as well. A business should use sites like Facebook and Instagram differently, and there are unique best practices for those. A B2B company can also have a compelling Pinterest page like General Electric, as long as it understands the strengths of that platform.
- Little or No Interaction With Followers
One of the reasons so many people around the world like social media is the interaction with others. Don’t fail to encourage and stimulate conversations with your fans and followers. Engaging your social community helps nurture your relationship and strengthen the bond and loyalty with your company.
4.All Text and no Visuals
Gone are the days of reading long texts. It’s sad but true. Although once in a while we come across long copy which is gripping enough to make it till the end, visual content performs a lot better than plain old text, especially good quality visuals, which takes time and effort to produce. Having strong visuals in your strategy can be a huge asset, make sure you have a good balance of high-quality photos, graphics, and videos to keep your feed rich and interesting.
- Improper Competitor Approaches
Don’t think that you’re the only one trying to promote your type of business through social media. Ignoring your competitors puts you in a vacuum and prevents you from learning how your competition operates. Likewise, ridiculing or putting down your competition through SMM tactics can backfire and set your own fans and followers against you.
- Broadcasting the same message across all channels
Different networks will require a different quality of tone. Regardless of whether you’re managing a brand account with 500 million followers or a personal account with 200 followers, people gravitate to a certain platform for a specific type of experience. Video you’ve shot for a Snapchat story is not the same type of video you would put on your Facebook page. As a result, the same content often needs to be altered to suit a specific platform’s audience.
- Failing to Analyze
Do you know how effective your SMM campaigns are? How many of your social media marketing updates result in clicks to your website? How many of those result in converted sales? How are your SMM updates being discussed and shared? These are just a few of the questions you need to answer in order to effectively re-evaluate and update your SMM efforts. Don’t fail to analyze your metrics.
- Failing to be Authentic
Don’t try to follow trends and fads with your SMM updates. Many business bloggers and social media strategies simply try to repost or recycle something else that is the current most popular hashtag. Make sure your posts are 100% from the heart, and make sure each one gives your audience something of value.
A social media campaign is a necessity in today’s business environment, but it’s not enough to just be on Twitter and Facebook. Companies have to exercise good short-term judgment and demonstrate long-term vision if they are going to avoid common social media mistakes and find success. Social media platforms are an invaluable tool for growing awareness of your brand, but only if your company uses them correctly.
-Are there any particularly effective social media tactics you’ve implemented? Share them in the comments below.
– Nisha dubey