Ah, social media – the new publicity platform that has reshaped the marketing strategies of many companies.
Traditional and digital marketers alike have seen the immense benefit that social media has done in reaching out more people. Likewise, it has also exhibit the downfalls of several ventures who fail to use the platform wisely.
You can say it’s a double-edged sword. While social media can give a formidable offense, it can also ruin a solid defense when not handled well. If you’ve had your own share of downfall, then you must have asked once the reason behind your failure. Below are six of the most popular ones.
You post too much sales and not interesting content.
It’s marketing. Isn’t it right to share information about your company’s latest sale and promotion? Sure. That works. But this doesn’t mean that you must always hard sell online and remind your readers again and again about your offer.
Repetition can work. But in social media marketing, it has the potential of contributing fatigue to your readers. Better to craft relatable content rather than presenting them with discount information at all times.
You don’t create a detailed target profile.
Who is your target market? This is the very first question that has to be addressed even before you start posting something on your SM account.
Marketing without a specific target is like navigating through the vast seas without a map or compass. You can explore the expanse of space, but never arrive at your destination.
You jump into the platform without a plan.
As soon as you have established your target market, a content plan has to be made. Unfortunately for many, this plan doesn’t come until the later part when they realized that they’re not getting the level of responses they hope for.
Most of those who fail are entities who randomly post something which they think would be interesting enough for their readers. This sporadic selection could only last for a certain moment. In a long-term basis, it doesn’t work.
You don’t engage with your viewers.
By engagement, we mean responding and actually communicating with the people who pay attention to the things you share. It’s not enough that you post something and then leave. Social media marketing isn’t magic.
When there are questions, you respond. When there are complains, you don’t delete but rather address them. By being present in the platform, you’re also establishing your credibility.
Sadly, many startup ventures fail this crucial part. Without engagement, their marketing strategy eventually perishes.
You are providing content not fit for the platform.
Sure, there could be tons of potential great topics out there. The tricky question is, where would you share them?
Just like any other automation tools, social media also follows its own metrics. Posts that perform high on Instagram may pave differently when you share it on Twitter or Facebook.
Why? Because one content is not made for all SM platforms.
Images do well on Instagram and Pinterest while article links receive more attention on Facebook. Twitter, which is a microblogging platform can host similar content as Facebook but needs a shorter, comprehensive copy because of its text limit.
Failure to understand how social media platform works is a sure way to fail any strategies done on it.
You invest too much on automation.
We automate because we want speed and there’s nothing wrong with that. However, automation has the tendency to make your social media posts look and sound impersonal.
While it’s fine to schedule posts in advance, there has to be certain moments when you sit down in front of your PC and device and engage with your readers. Social media engagement after all, relies on human interaction – something which is not possible if you keep on bulk-posting content without actual presence.
Marketing through social media has undeniably saved us a lot of time. However, it never guarantees solid readership unless you do your part in building rapport with your market.
If you see no improvement in the current strategy you’re using, chances are, you’re doing any of the things we shared on the list.
SM is a tool , and just like any other tools, it doesn’t bring you results unless you use its full potential. Know your market, choose the best platform and create a solid marketing plan!