For many businesses, social media marketing is an irreplaceable marketing weapon. But what happens when it all goes wrong on social media? Here are some common pitfalls to avoid if you’re launching a new online marketing campaign.
Failure to plan
You wouldn’t launch a print marketing campaign without rigorous preparation. The same level attention should be paid to social media marketing. It’s essential to plan ahead so that your approach is cohesive and you know what you’re doing. An effective plan will also ensure that you make the most of the benefits sites like Facebook offer. If you fly into social media without thinking ahead, you may lose focus and clarity.
Before you set up profiles and complete your social media pages, think about how you’re going to use these platforms. It’s also wise to plan how this new method of marketing works alongside existing techniques. There’s no point in setting up an amazing Facebook page if nobody knows it’s there. If you have a page, incorporate the address in your existing branding and marketing materials.
Are you guilty of bombarding followers one day and then leaving it for days before you post again? With social media, it’s essential to be consistent. Internet users lose interest very quickly, and they can easily have their heads turned by competitors. If you don’t have time to focus on social media, delegate this job to an employee. You could also consider using a Facebook advertising company.
Going for the hard sell
Nobody wants to sign into their Facebook account to find their newsfeed filled with adverts and offers. By all means, run adverts and post details of special offers. But be selective about your timing and don’t give people the hard sell. You can use social media as a springboard for sales, but don’t bombard followers. Vary your content to encourage people to maintain their interest in your business.
Not being proactive
If you want to get the most out of social media, the clue’s in the title. Success is built on being proactive and using the power of socialisation and networking. Don’t just expect people to make an effort with you. Like other pages and connect with other people. Reach out to other local businesses and suppliers. Share, retweet or pin articles or videos you find interesting, informative, or amusing.
Failing to follow up leads
One of the best things about social media is its ability to generate leads. But long-term gains lie in the ability to keep existing clients and follow up leads. If you have people liking your Facebook page, ask them to follow you on other sites or sign up for your email newsletter.
Missing out on your target market
You need to tailor your marketing strategy to reach out to your target market. Do some research and use tracking data to identify who is most receptive to your content. Do you want to attract an older audience? If so, it’s probably not the best idea to plough your investment into Instagram or Snapchat. You’ll also need to cater for your audience when it comes to producing content.
Social media can propel your business to the dizzy heights, but there are some pitfalls to avoid. Take these tips on board, and hopefully, you’ll be flying high in no time.