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The power is out. It’s raining. The house is creaking like a ghost with bad knees. A potential customer scrolls through their phone, comes across your social media profile, clicks, and
Game over. You made one of these 10 bone-chilling social media marketing mistakes and that potential customer is gone like dust in the wind. Avoid it in the future by skirting these mistakes like a graveyard at midnight!
No time? Contact us for social media marketing services for a social strategy that will frighten your competition!
Top 10 Social Media Marketing Mistakes Small Businesses Make
Not writing for your audience
One of the very first questions you should answer is who makes up your target audience. This crucial piece of information will dictate your voice. You should use the same language and tone in your posts as your target audiences uses.
Over-promoting your company
Everyone has that friend that talks about themselves all the time. And they’re annoying. Don’t be that friend.
Your posts should be 80 percent outward-facing content, 20 percent inward-facing.
Outward-facing content is content that is focused on user experience. Examples include:
- Blog posts (helpful, informational)
- Inspirational posts
Inward-facing content is exactly like it sounds—posts that focus on your company. Examples include:
- Blog posts (promoting the company)
- Job opportunities
- Promotional offers
- Cross-platform (Follow us on [other social media platform]!)
Not targeting your social media message
If someone looks at your posts and can’t figure out who or what you’re writing for, you need to rethink your language and audience. Narrow it down.
Never giving anything away for free
I’m not saying give away your services, I’m saying give away your expertise on occasion. Offer your help by giving away information in the form of blog posts of infographics.
Relying on auto-responses
Social media is about engagement, and communicating with your audience is the most important aspect of a successful social media campaign. If someone asked you a question in person, would you give them a canned response or engage with them? The same thing goes for your social profiles. Sure, you can have an auto-response, but use these guidelines:
- Provide information with an alternate way to contact you
- Customize your response with a friendly message
- Give a window of time they can expect a response
- Follow up with a personalized response, and engage as much as possible
Failing to set overall social media goals
Beginning a social media campaign (yes, creating a Facebook page for your business and posting on it constitutes as a social media campaign) without having a goal is like putting on a blindfold before going to the shooting range. If your goal is to drive foot traffic to your store, your strategy will be a lot different than if you’re a service-based company who wants to increase visibility and branding. Identify your overall goal, and tailor your campaign accordingly.
Posting too frequently
Everyone has that friend who talks ALL THE TIME. And not necessarily about things you care about. Don’t be that friend.
- Facebook: 5 – 12 posts per week. If you’re posting on the higher side, make sure your calendar is comprised of different types of media and posts
- Twitter: 3 – 5 tweets per day
- Instagram: 5 – 10 posts per week, depending on your goal and media
- Pinterest: 3+ pins per day
Not posting enough
On the other side of the spectrum, we all have that friend who blends into the wall and rarely says anything. This is the same friend that gets left at the gas station because no one noticed they weren’t in the car. Don’t be that friend.
Use the tip above for an optimal posting schedule.
Spreading your efforts too thin
You can’t be everywhere all the time all at once. Choose the top social media avenues for your company, and focus on those. If you choose three, you’re in the safe zone, but try to be active on at least two.
Ignoring your insights or not tracking your efforts
Data. Data, data, data, that’s what makes the world go ‘round. There is absolutely no point in wasting time and effort on any marketing campaigns if you aren’t measuring their effectiveness. Use a custom tracked URL to track your social media efforts in Google Analytics, the Facebook Pixel to monitor conversions, or at the very least, your Facebook Insights to monitor your page’s activity and audience trends.
The Biggest Mistake You Can Make in Your Social Media Marketing Strategy
The biggest mistake you can possibly make is underestimating how much time and effort it takes to craft and execute a strategic social media campaign. If you don’t have a considerable amount of time to dedicate to it, or if you don’t have someone in-house for the position, consider hiring a social media marketing company. It will be well worth the investment, we assure you!
About The Author: Betsy is the social media lead and a digital marketing expert with Blue Corona. When she’s not managing Blue Corona's digital content campaigns she’s urban exploring, hiking with her dog, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod