Social media is at the core of the most successful marketing strategies implemented by today’s modern companies. Daily, billions of people access their social media accounts, providing the perfect backdrop for savvy businesses who want to attract new customers or nurture relationships with existing ones. Unfortunately, many of these social media marketing plans fail due to a few common misunderstandings regarding how these online forums actually work. When it comes to social media marketing for professionals consider the following likely reasons why a social media marketing plan may be doomed from the onset.
# 1 Misalignment of Values
When marketing on social media consider the business’s goals before executing any content. In other words, think about the larger goals of the company and what the products or services being sold actually mean to the public. If companies neglect to design their advertising or social media posts to align with these goals, they are already missing a large opportunity to connect with social media users who value similar ideals or who may be confused by conflicting information.
# 2 Lack of Purpose
A company’s social media posts should have purpose. While the ultimate goal is to attract new customers, what about the purpose of the specific post? Is the post provided to teach customers how to do something? Is it provided to answer one of their most common questions? In other words, there should be a reason for each post and posts should not be haphazardly created just for the sake of sharing something. All in all, it is helpful to refrain from extraneous postings as doing so will make it more difficult for new customers to isolate what businesses actually want them to know.
# 3 Lack of Expertise
While businesses should be experts in their chosen fields, they should also be skilled at running a social media page. Users can quickly tell if a business lacks this skill, so outsource the content management aspect of this responsibility to a team of marketing professionals who can post meaningful content on a consistent basis that will result in increased conversions for the company.
# 4 Unreliable Posts
Another common mistake is unreliable posts. These are posts that do not deliver dependable information to customers. This usually manifests in a social media page that is stagnant or is only updated sporadically. Clients will then take this as an indication of the poor quality of the company’s overall business practices.
# 5 Wrong Target Audience
Businesses often attempt to target too wide of an audience with their posts, or they advertise to the wrong audience entirely. Instead, carefully consider who the brand’s best clients are, and market to that demographic specifically.
#6 Improperly Used or Missing Keywords
If the content being posted on social media lacks hashtags or other keywords that a potential client might search for, then such words and phrases need to be added immediately. If they do exist, but there is little to no traffic at all, consider reevaluating the target audience or possibly revising the keywords to make sure they are the best fit for the company.
#7 Poor Choice in Platform
All social media platforms are not created equally. This means that some companies may be better suited to certain platforms. For example, while a restaurant might attract followers on Pinterest or Instagram via pretty plating, law firms might be best suited to other sites like LinkedIn or Twitter. While there is no exact science as to which platform will work best for a company, when it comes to social media marketing for professionals you should carefully consider which platform will bring the highest return on investment (ROI).
# 8 Lack of Engagement
Social media sites are becoming increasingly more conversational. To clarify, this means that the pages are no longer so much about promotions and sales, but rather, they are about creating a dialogue with the customer. If companies fail to do so, they might be perceived as disengaged or disinterested in their customers as individuals.
# 9 Lack of Originality
Social media pages are not simply meant to be advertisements. Today’s followers do not want to be bombarded by links urging them to buy, buy, buy. A better approach is to market more subtly by gaining the user’s trust first. Post pictures, informational articles, funny posts, etc., and gradually, periodically intersperse advertisements or sales pitches within this mix.
# 10 Lack of Monitoring
Social media sites like Facebook, Twitter, and Instagram are often characterized as free and easy-to-use websites that require little attention. However, this could not be any further from the truth. A social media page needs to be monitored in order to respond to client queries and the like. Social media marketing is not a set it and forget it system. Instead, there should be designated personnel who monitor each platform’s activity on a daily basis.
By avoiding these common mistakes, a company’s social media marketing can significantly improve and become more successful over time. To learn more about social media marketing for professionals contact a team of marketing professionals today for more information.