Everyone is online and it’s something we hear all the time. When businesses decide to meet their potential clients in the middle and go online, the first step is to set up pages, right? Wrong! Over the years of social media optimisation and strategising, I have seen many mistakes and their resulting problems. Sometimes mistakes are the best way to learn! Here are the top five social media marketing mistakes I see and how we can fix them.
A Rushed Set Up With No Plan
Anyone who works in social media management will tell you that it’s a long-haul game. That means you need short-term goals and a long-term plan. Rushed social media page set up can often result in problems that can be difficult to solve further down the line. For example, Facebook will only let you change the name of your social media page once so that gives only two opportunities to get the name right. Usernames matter more than most companies think – if your username is not accurate or there are similar names that are topping the search rankings, your pages will never be found! Usernames and your social media profiles are also important for SEO – analyse your key words and search terms and get them into your profiles for better results!
A Sales Approach
Stop seeing social media pages as a megaphone or free advertising platform. In fact, social media advertising and their data-led demographic matchmaking has never been better, so paid is usually best! As for your social media content, your strategy depends on the purpose of the pages. Generally speaking, if you want people to follow your page, don’t be too sales-led with your content! Most people are apprehensive of constantly being sold to, and their social media follower list is curated of people who they gain something from. Provide content of high quality and value – what can you give people should they choose to follow you? It’s also important to flex your knowledge. If you’re a leading brand of your industry, your social media content should reflect that. Does it currently?
No Evaluation Process
No one’s initial social media strategy is immediately spot on. We’re all guessing from statistics – the longer term the better. That means that you need to experiment and be consistently conscious of what you are posting and the reaction that it had. When you see a post receive more interaction and engagement than normal, make a note of its content and analyse why it might have been popular. You can use this to experiment with similar posts in future and identify exactly what makes your audience tick. Likewise, when you see a post underperform, analyse why that might be. Don’t waste your time on the same style of posts in future – especially if it lost you followers.
Abrupt Change of Tone
Logically, we all know that a business is a large endeavour but audiences tend to consume as if there is no team. It is neither true nor fair but what people think of one branch or engagement is what they think of your whole brand. That stands to reason why an abrupt change of tone does your social media pages no favours. Consistency is key. Take time to analyse your queries from social media platforms and create an FAQ for everyone who has access to your pages to use. Give the same information to everyone and maintain the same brand tone of voice.
Using The Wrong Platforms
All too often I hear businesses exclaim that X platform is not working for them and they need help to grow it. Often, they actually just need to cut it. Your brand does not need to be everywhere. Companies often assume that people have all social media sites so they need to be on all social media sites to reach them but it is all about perspective and reason. If you’re reaching businesses, you should absolutely be on LinkedIn, but if you’re not, use it only for hiring. Different categories are popular on different social media platforms and it is much more effective to use your time and effort on the right platforms for you rather than do them all badly.
If you’d like to know what social media platforms are best for your business and discuss a strategy that guarantees consistent engagement and growth, fill out an enquiry form here.