Social media has continued to increase in popularity as a top marketing tool for businesses, and continues to grow. In fact, according to an infographic by Social Fresh, social media budgets will double over the next five years.
With so much money being invested in this new-age marketing medium, you are probably expecting to get leads or sales from all of the work you have been putting into your social media campaigns. However, many companies are making mistakes that are taking its toll on their success rate.
To avoid being one of these companies, stop yourself and your marketing team from making the following mistakes.
1. Buying Likes and Followers
You have probably received messages on Twitter or Facebook that say you will get thousands of new followers by paying a fee.
First of all, what is the point in having all of those fans if they aren’t quality fans? The number doesn’t matter, as long as they are interested in your product, service, or company. Secondly, your search engine rankings could be negatively affected by purchasing fake likes, followers, shares, etc.
By having a drastic inflation in these areas in a short amount of time, Google will crawl it and will figure it out, which could result in a penalty on your rankings.
2. Not Posting Consistently
At least 70% of marketers lack consistency in their social media marketing campaigns (according to Altimeter Group). This is a huge mistake, because if you are not consistently posting every day around the same times, you could be missing out on getting the attention of a huge audience. In order to be a success, it’s critical to post more than once a day and around the same times so that your audience knows when to expect them.
If you need to, set reminders in your Outlook or email calendars to make sure you don’t forget. If it sounds like it will be too difficult for you to focus on social media and the projects you already have to work on, designate someone to this task or hire a social media marketing specialist. Trust me, it will be well worth the money to invest in one.
3. Lack of Quality Content
As I previously mentioned, quality trumps quantity every time, and the same rule holds true when it comes to the content you are putting out there. Content that is of no value to your readers will end up getting ignored and your fans and followers could end up unfollowing you if they aren’t interested in what you have to say. The best way to avoid this mistake is to write on industry topics with tips or information your audience will find helpful.
Related Article: Do Entrepreneurs Really Need Social Media?
4. Posts Are Too Sales-Pitchy
Your followers most likely already know what your company sells, otherwise they wouldn’t have found your social media page interesting in the first place. That being said, there’s no reason to emphasize advertisements in your posts. Of course, you are running a business, so posting a sale every once in a while is perfectly acceptable, but stop yourself from only focusing on it.
5. Lack of Personality
Constantly posting links or text can be pretty boring. Keep your audience excited and engaged in your posts by including pictures, contests, and incentives of some sort to get people talking to you and interested in what you have to say. Infographics have also proved to be successful, especially since they provide tons of information in a fun picture format.
Very little time is needed to make your social media campaign successful. 84% of marketers found that increased traffic occurred with no more than 6 hours per week invested in their social media campaigns (Social Media Examiner). It’s not difficult, but it does staying away from like and follower buying scams, being consistent, posting quality content, and engaging with your audience to make the most of your marketing efforts.