Statistica predicted that marketers would spend over $13.5 billion on social media marketing in 2017 alone. This crazy amount of money is indicative of one inevitable fact: social media is still a key marketing channel, and is producing results.
But there’s also a catch here: many people don’t see any results from social media because of some mistakes they keep making.
I have identifies 6 most common mistakes people make on social media that will prevent them from seeing amazing results:Do you make these social media mistakes too? 6 most common social media mistakes people keep making (and how to avoid them) #socialmedia #marketing #digitalmarketin Click To Tweet
Let’s dig in:
First things first, if you don’t know how your customers move from getting to know you to buying from you, you won’t be successful on social media.
Typically, it’s unreasonable to think that once people saw your post on social media, they’re immediately going to do a purchase. There is a distance between the awareness phase and the purchase phase, and you need to identify how to deal with that distance.
In order to predict and act on your customers’ buying journey, you need to define your customer persona. For doing this, you need to go further than defining demographic features such as age, gender, work, etc. You need to have a good understanding of their behavioral features as well. Their lifestyle, habits, interests, pain points, micro-moments, etc. are more important than you could guess.
In order to predict your customers’ journey, you need to ask the following questions:
After you identified the behavioral characteristics of your customers and figured out how they move in their buying journey, you can lay down a marketing plan to address all their needs in their journey.
You can’t spend a lot of time and money on social media just to be present on them. You should have some goals you’re willing to achieve and some KPIs (key performance indicators) to track.
Here are two of the goals you might want to achieve using social media:
For many online businesses, increasing awareness is the number one goal for being on social media. The problem is most of marketers consider increasing awareness as equivalent to increasing sales, and this is basically wrong.
Although raising awareness is the first step in your customers’ journey to buy from you, you cannot increase your sales by getting people to know you.
Let me give you an example. Many individual marketers, especially affiliate marketers, spend a lot of time and money on social media advertising. They pay thousands of dollars to increase the reach of their Facebook posts that promote a direct link to a sales page, hoping that people will buy the product. This is basically what most of the self-proclaimed marketing gurus advise you to do: just drive people to your sales page. And this is wrong.
The reality is increasing awareness is only the first goal of your social media marketing plan. Typically a purchase happens when people have gone a long way from simply knowing you.
What you need to do instead is clearly define the KPIs you should expect from awareness campaigns. The KPIs for awareness might be: the number of clicks, followers count, impressions, mentions, profiles visits, ect.
In your first steps of your social media marketing, try to perform well in these KPIs rather than increase sales. Once you raised awareness about your business and product, you can expect people to get engaged with you. This brings us to the next social media marketing goal.
This could be the second goal of your social media marketing plan. Engagement metrics show a great deal about how much people trust you and how much influence you have on them.
Some important KPIs include the number of likes, comments and shares, the number of sign ups, downloads, answers, etc.
You need to plan your social media marketing goals beforehand and track the right KPIs. What many people consider the ROI of marketing campaigns might not be applicable to all levels and goals of social media marketing. Increasing sales using social media could take a long time.
When people get to know you or your products on social media for the first time, you can’t encourage them to be engaged with you or even take the final action and purchase. What you need to achieve in the first place is increasing your follower base, the number of profile views or website visitors, the number of mentions, and hopefully the number of leads.
You’ll then need to move to the next level and increase engagement. You can do this by publishing and promoting what your followers or leads are interested in. A blog article, a free giveaway, a how-to video, or an informative infographic could actually do the trick and engage your audience.
Facebook has quite got it right. Before you start your promotion on Facebook, you need to determine what you want to achieve. What you should expect from each one of these campaigns is quite different.
This happens most often when marketers try to be present in all social media networks. And it basically does not yield the expected results. Each network has its own audience with different demographic and behavioral characteristics. Even people’s expectations from each network are different. A kind of post that could be viral on Facebook might not get any interaction on LinkedIn, and vice versa.
Take some time to study each social media network, the people present on them and what content they expect to see. Then decide if it is worth your time and money to be active on a particular network. Here’s a basic description of each network and their audience:
Facebook has 1.86 billion active monthly users, this is the greatest number of users across all social media networks.
One of the greatest Facebook features you can spend some time and money on is Facebook videos. It seems that live videos on Facebook are stealing the spotlight.
An image from Sproutsocial visualizes the characteristics of Facebook users.
With nearly 319 million monthly users, Twitter could be a great way to raise people’s awareness about your business. According to Statistica, age distribution across US users is as follows:
Boasting to have nearly 600 million users, Instagram attracts 38% of all women active online. According to Pew social media report.
45% of all women online use Pinterest. This makes it a great source of content for female users.
The social network for any business-related topics, has 106 million users with 31% of online adult men and 27% of online adult women. It’s quite suitable for B2B businesses and long-form educational content.
Your content determines your identity on social media. If you check out different social media networks, you cannot help but notice that many business owners, especially independent marketers, are posting and posting but not getting any engagement. I see many people with huge follower bases but low content engagement.
In order to post relevant content for your audience you need to consider different factors:
Depending on what you want to achieve from your social media campaigns, your content should be different.
Say you’re trying to increase awareness. The KPIs you need to follow here might be the number of followers, profile views, or website visits. Some instances of the content you might want to use to elicit these reactions from people are short video on how you can help people, free giveaways, courses, interesting and curiosity-evoking content, etc.
“Not all content is suitable for every social media platforms”, Buffer’s blog suggests. In order to get the most results out your social media marketing, you need to consider what works best on each platform.
I suggest you read the whole article on Buffer, but to recap here’s what you need to post on each social media network:
Facebook: Videos and curated content
Instagram: High-res photos, quotes, Stories
Twitter: News, blog posts, and GIFs
LinkedIn: Jobs, company news, and professional content
Pinterest: Infographics and step-by-step photo guides
Google+: Blog posts that you want to rank on Google
Maybe the most important factor in deciding what to post on social media is your audience’s interests and needs. Throwing content at people without ever researching whether they need it or not is one instance of spamming people’s social feeds.
There are many ways to know how to address your customers’ interests and needs for your social media content. Some of them are:
We know that there is a distance between when a person gets to know you and when he/she does the purchase. We should also know that this distance should be filled with your content.
Creating consistent engagement with your followers is a necessary step in implementing a good social media campaign. That one-time video or ebook is never going to do the trick for you. Consistency in engaging people from awareness till purchase is what makes you a social media champion.
Create a content calendar or plan and start brainstorming what content you need to post in order to keep your customers engaged on social media. Post content on a regular basis and keep the conversation going with your customers.
Digital marketing makes it possible to monitor how exactly your campaign has worked and decide what to do next. It no longer makes any sense to repeat the same old mistake over and over again. Once you have clear goals and KPIs for your social media marketing, you can start analyzing what enhances the results and what hurts them.
If a kind of content is not resonating with your audience, stop posting it. Instead, try to figure out what’s working by checking out the social media reports or using social media analytics tools such as Buffer or FollowerWonk,
Be quick to change for better if you see drops in your numbers, and always take your audience’s sentiments seriously. Take time to clearly set your goals and KPIs for doing social media marketing and start monitoring them.
In order to see real results from social media marketing, you need to avoid these 6 most common mistakes people keep making: