Social Media Mistakes- You’re Making
Today we are breathing and living social media marketing, which is both, a blessing and a curse. On one hand, we have something new to learn and try.
But, not everything has to make sense when it comes to marketing your brand and sometimes people lose focus on their strategy because of the bright and shiny nature of the new tactics that come up.
Recent conversations made me think, that it’s time to discuss some social media marketing mistakes I see brands making and how it can be fixed!
1. No Content Strategy
Whenever I work with a new client, the first thing they always want to know is what is going to be posted by my team?Usually, I work backwards here and recommend a “content strategy”, not just about “postings”. The difference between the two of them is very simple. A strategy consists of content pieces, which are meant to serve a specific purpose whereas posting is publishing content on the social media page(s) just to have something in the feed for that day. Never ever post just for the sake of posting.
I recommend – draft out a content calendar which outlines the days, themes and goals of each content piece so that you (or the brands) could have an overall view of the content which will be served to your social audience. Always consider your content strategy as a living entity which is both, strict yet very flexible and can change/upgrade with the latest trends. After all, the key to every successful social media strategy is a “proper content strategy”.
2. Poor Visuals
With the rise of cinema-graphs, GIFs and videos, your social media visuals need to be of very high quality to get noticed. Not every brand has the budget/resources for investing in Hi-Res photos or to have expensive video shoots. However, there are a few resources out there like Pexels and Death to Stock Photo which provide high quality graphics and that too for free. You (or the brand) can also create some awesome content using free stock photos and enhance them up on a platform like Canva.
Because at the end of the day, what speaks about your brand is the content. Don’t rely only on itty-bitty thumbnails or can link previews to help tell your story if they aren’t visually appealing. Always take the extra time margin and make sure you are presenting people with something that looks so great that it doesn’t stop them from scrolling.
3. Incomplete Reporting
I firmly believe in providing as much data as possible to the clients. Typically, I start with reports that feature the nice part of the meal – “meat and potatoes” KPIs like the Growth in Social Community, Engagements, Impressions and Website Traffic. With this base data, my team then starts answering more detailed and specific questions which a client may have; such as the behaviour of the audience on the website or their demographics, etc.
Unfortunately, when I partner-up with clients I usually find that they either don’t have any relevant reporting set-up or are concentrating on irrelevant data points. When you have incomplete reporting, you don’t get a clear picture of how your business is being affected by your social media efforts. Find out what is the most important thing to your brand and measure it accurately.
4. Neglecting Social Ads
Do you know the number of social advertisers has doubled over the last year and the reason for this is not a surprise. There is no other better cost-effective way of reaching a targeted group of an audience than ads on social media. However, I still see brands are reluctant to spend money on social channels.
In the meantime, they are confidently dumping ample amount of money per month on traditional marketing like billboard placements/ newspaper inserts, etc. With all the targeting capabilities available online, it is a HUGE mistake for not investing in social ads. Trust me, with a constant effort, you will see your website traffic increasing which will enable remarketing pools and will up-you’re your bottom line results.
If you are thinking of social media to help build your business, avoid making these mistakes! It will save you a lot of time, money and frustration in the long run!