We see social media everywhere and most small business owners are aware that they should consider it as part of their marketing strategy. Unfortunately, it is easy to use social media ineffectively unless you have some guidelines. Try not to make these mistakes in your social media marketing.
Too much self promotion
One of the most common mistakes is using traditional marketing approaches in your social media communications. In the past, marketing consisted of broadcasting sales messages to your audience through one way channels such as TV, radio or print advertising.
Social media is a two way communication medium originally intended for social rather than business communications. It is important to provide content of some value to your social media audience before offering them anything to buy. A rough guideline is to send out 5 – 7 times as much informational content as you do promotional content.
No social media strategy
The hype around social media gives the impression that all we need to do is get our message out there on a social media platform like Facebook and customers will come flocking to our doors. The reality is that a lot of other marketers have the same idea. Establishing a social media presence so you can stand out from your competitors and all the other noise on social media takes time and a clear strategy.
Neglecting your own marketing assets
It is easy to forget that social media platforms are not your property. They are owned and controlled by third parties with their own agendas. In addition to using social media you want to develop marketing assets that belong to you such as your website, blog, email database and content library. This way you are not entirely at the mercy of changes made by the social media platforms.
Not connecting social media with business results.
Social media should be part of your marketing strategy which in turn is part of your business strategy. You will want to track social media metrics and tie them back to your other measures of marketing success. For example, it is helpful to know the cost of acquiring sales leads through social media so you can compare this with the cost of generating leads through other marketing tactics.
Forgetting the person behind the post
Although profile photos help, it is still easy to forget the fact that we are communicating with other individuals with every social media post. A good rule of thumb is not to say anything online that you would not say to someone face to face.
Let us know what lessons you have learned about using social media for your business.