Are you making any of these social media marketing mistakes?
These days, deciding whether to use social media to grow your brand is definitely out of the question. Leveraging your social media is vital in building a successful online business. And it’s a powerful way of creating an active online community to interact with your customers.
Despite trust being the leading factor in determining where people buy, nowadays, people depend on the personal opinions of others. And that's mainly the case when we are surrounded by a vast amount of information available online.
It's why people turn to social media to assist them with their buying decisions.
According to PWC, social networks influence 37% of consumers in finding their purchase inspiration. It speaks to the fact why user-generated content and social media influencers have considerable impact on your lead conversion.
Social media marketing may seem very simple while in reality, it can be quite challenging. Small businesses commonly make mistakes, especially when they have just started building their online presence.
Have you seen posts from business profiles with no likes, no comments, and no engagement? It’s not as unusual as it may seem for anyone trying to achieve their first 10,000-follower goal.
But it can be very frustrating for social media marketers to experience unpredictable and inconsistent results. To overcome these challenges, you’ll want to consider using your copywriting skills. But how can it improve your social media following?
It’s because copywriting entices your audience to read your posts. The right words will get them to read your offer and learn more about what you’re selling.
Copywriting helps you drive genuine engagement from qualified leads. And it gives you a much higher chance of persuading strangers into becoming your customers!
But aside from copywriting, there are certainly many other aspects to consider in growing your business through social media. And it’s important to stay away from the common mistakes many small businesses make.
So, what are these mistakes?
Below, you’ll find the top five social media marketing mistakes you need to avoid at all costs.
Now, you might think, "How is having many followers a bad thing?”
First of all, who doesn't want more followers? Having more followers allows you to get a higher reach and more engagement. And more followers means you’re getting more customers and sales!
As more people interact with your social media posts, you’ll get more impressions. The more people engage with your post, the more audience you can reach, creating a snowball effect.
But what happens when your posts have no engagement? Are you really interacting with your target audience?
It's not surprising for emerging brands to make several social media marketing mistakes.
Following random people with the hope that they’ll follow you back is a big no-no. You might have seen it work in the past, but it’s dead now. It only makes your brand look desperate and needy – and that's not the reputation you want.
At the same time, it’s common for small businesses to suffer from the temptation to buy fake followers. Sometimes, they buy fake followers to impress other people, or competitors, who don’t even care about or buy from them!
Fake followers don’t only risk your brand’s reputation, but they can also hurt your long-term brand reputation. There’s no genuine engagement, and they'll “unfollow” you in a few days.
Having many followers is not what you want.
What you truly need are followers who buy from you because they have a need for what you’re selling.
Imagine, would you rather have 10,000 strangers who write irrelevant comments and then “ghost” you? Or, 2,500 raving fans who regularly engage with your posts and buy from you? Of course you'd choose the latter!
You see, the key is to start by forming a community with your ideal customers. It’s about communicating with the people who appreciate the value you bring to the market. In most cases, it’s about quality over quantity.
One of the social media marketing mistakes businesses make is that they forget about defining their buyer persona. When you’re breaking down your buyer persona, what you’re looking for are your ideal customers’ demographics, psychographics, and desires.
Ask yourself, "What’s their age, education, or income level?" Or, “Which experts do they follow? What's their previous purchase?” And, “Why should they buy from you, and how does your product satisfy their desire?"
Understanding your customers and how they perceive the world is crucial for your social media marketing success.
Knowing about your ideal buyers allows you to deliver the right content within the right context. It helps you in creating relevant content intended for your ideal buyers at different stages of their buyer's journey.
When digital marketers can’t define a brand’s buyer persona, they are wasting time, money, and energy. Regardless of the amount of effort they put into creating your content, you won’t get the traction you need.
That’s why many small businesses aren’t getting enough reach, engagement rates, click-through-rates (CTR), or even conversions. It’s even sadder when they’re not getting the maximum result they can get through ads.
It’s always useful to provide yourself with a checklist to ensure that you stick with your buyer persona.
But, surely, there are more social media marketing mistakes made by small businesses. They might not even realize that they’re missing out on one of the most critical factors, which I'll explain next.
Without a content strategy, you won't be as successful at generating engagement and sales. And the lack of direction means that becoming an authority in your niche can be quite difficult.
There are many social media marketing mistakes made by small businesses. Overlooking the use of proper content strategy is one of them.
If you’re developing your social presence without a clear strategy, determining a successful marketing content becomes very challenging. Why? A strategy acts as a proper guideline. A guideline that directs and determines the best course of action to optimize your results.
A clear strategy helps align your content with your business goals. It helps you in prioritizing which metrics to track and whether you’re meeting your objectives through different measures.
To do this, consider answering “why,” “how,” “what,” and to “whom” you’re creating your social media content. Define your brand’s tone of voice, visuals, hashtags, and events you’re holding or participating in.
When you have a structured approach, conveying your message to your ideal customers becomes more effective. And whether you’re trying to generate sales or drive engagement, you’ll know precisely how you can accomplish your goals.
So you need to consider developing a strong content strategy, and improve it as you reach your target goals.
You might’ve heard many experts emphasizing the importance of posting consistently.
But many people forget to mention how posting too often can hurt your brand. And unless you’re a celebrity, posting too infrequently doesn’t give you a substantial number of followers and engagement. So the best option is to post in moderation.
You see, people follow your brand for a reason - they find your content valuable. And they want to see similar posts and expect you to deliver the related content consistently. But it doesn’t mean that they want you to post too often.
Posting too many times can only wear out your audience. And you absolutely don’t want them to get “sick of" you. When it happens, your followers will mute you and possibly unfollow your profile.
Did you know that 42% of millennials check their social media less than every five hours? And did you also know that almost half of your audience is likely millennials - the relatively tech-savvy and impatient population? It means they are less hesitant to unfollow you when they feel like it. Surely, you wouldn’t want to fill their social media feed with your content!
So consider posting once or twice a day. If you’re posting more or less than that, you’re increasing the chances of leaving your audience feeling disturbed and annoyed.
Don’t you think it’s rude when someone listens to what you say, but deliberately chooses to ignore you afterward? This is another example of social media marketing mistakes that emerging brands make.
Despite having a small number of followers, many marketers aren’t taking enough care of their potential buyers. And that’s why it’s an excellent opportunity for you to jump in and attract those “neglected" customers!
Being on social media is all about having a two-way conversation. It’s about engaging and interacting with your leads and existing customers in a human way.
Even if someone writes you a simple “thank you”, make sure to respond. Give them a “like” and reply to their feedback. As simple as it may seem, people appreciate the effort you put into answering them.
Eventually, you’ll notice that your posts are getting more views, likes, engagement, and shares. And, consequently, you have a better chance of getting more sales and loyal customers.
The smallest things you do on social media define who you are as a brand. When you can show people that you care, people will perceive you as having better quality service. And getting them to like you is an excellent way of eliminating their objections to doing business with you.
What you’ve seen are the top 5 social media marketing mistakes made by many businesses. To avoid making these mistakes, consider the following:
Building a community of real followers.
Defining and focusing on your buyer persona.
Building a content strategy that acts as your success guideline.
Posting consistently but in moderation - once or twice a day.
Engaging with your customers as best as you can.
If you want a fast, predictable way of growing your social media following, get a copywriter to join your marketing team.
Social media copywriters are experts who can help you to create money-generating posts and compliant ads. A professional will help you to identify measurable values that matter for your business goals.
At copywriters.com, you can find the most exceptional copywriting expert for your niche - quickly and effortlessly.
To find out more about how you can scale your business, find your best copywriter here.
Giovanni Lee is a copywriter and marketing strategist. He’s on a lifelong mission in supporting business “heroes” with revenue-generating copy to help them make significant impacts on the world. He loves writing educational, technological, and game-related content. When he’s not writing, he gets nerdy doing concept arts and storytelling in a parallel universe.Hire Giovanni