6 Things To Avoid In Social Media Marketing
Social media marketing is a key element of almost all successful campaigns. Today’s customers are spending more and more of their lives online. If your brand isn’t online, you’re not where the customers are.
Over 80% of consumers report that social media content impacts what they buy. There’s a lot you can do to promote your brand successfully on social media. However, there are also some serious pitfalls you’ll need to avoid. Otherwise, your social media marketing campaign can do more harm than good! This article focuses on a few of the “don’ts” to keep in mind when handling your brand’s social media campaign.
1. Spreading Misinformation
One of the best ways to add value to your customers’ lives is to share information in your posts. If you can become a trusted source of facts and data, your customers are more likely to trust your product, too. However, be careful about the quality of the information you post. Sharing information that later gets debunked can be embarrassing and damage your brand’s image. When in doubt, fact check your claims by consulting true experts.
Unfortunately, misinformation is good at generating strong feelings and reactions. Brands that rely on half-truths for likes and follows might see a short-term surge in engagement. However, the long-term damage to your brand’s reputation is not worth it.
2. Failing To Engage Customers
If no one is commenting on or sharing your posts, you’re doing something wrong. Don’t keep offering the same type of content that didn’t work before. A lack of engagement is a sign that you need to mix up the format and/or the content of your campaign.
Do your social media accounts include clear calls to action? This doesn’t just mean inviting your customers to buy your product. You should be offering them solid reasons to comment on your posts and share them with others. Asking for a specific type of comment is often helpful. Make sure that, when users do comment, you’re using their input in meaningful ways.
Responding to comments is important, but you can also use comments creatively. You might create a user review montage or a Q and A piece that features quotes from real customers. Or, you might incorporate past customer comments directly into your posts.
Need more pictures to make your social media account more interesting? Invite users to share their own images. Pictures of customers using your product or visiting your storefront can make for fun visual content (be sure to get permission, of course). Even users who don’t want to take selfies might enjoy sharing other images. Are you marketing an espresso machine? Ask for pictures of the drinks customers created. Dog toys? Ask for pictures of their pets in action! Whatever approach you take, make sure your followers have clear incentives to engage with your posts.
3. Failing To Optimize Content For Smart Phones
This is a common rookie mistake that can seriously impact your campaign’s success. Keep in mind that your users will probably view your posts on their phones, not laptops or desktops. Make sure your content looks good on a phone screen. Remember, square-shaped pictures and videos will usually work better on phones than landscape ones. If you include any links or URLs in your post, ensure they lead to pages that work well on phones. Also, remember that too many clickable hotspots on your posts can be frustrating on a small screen.
4. Posting Too Often
Think about your own personal social media feed. How many weekly posts would you want to see from your favorite brands? What would it take for you to unfollow a brand’s account?
When you post on behalf of your brand, you’re competing for your followers’ time and attention. Their feed or stream might include other brands, influencers, entertainment sources, friends, and family members. If you become the loudest voice in the room, your followers won’t hesitate to put you on mute.
How often is too often? This depends on the social media platform. On Facebook, for example, you should keep it to three to seven times a week. On Instagram and Twitter, you can post a bit more frequently but always err on the side of less, not more, and quality above quantity.
5. Using Hard Sell Techniques
Your customers don’t follow your social media accounts to get pressured into buying from you. In fact, using hard-sell techniques (directly promoting your brand) is likely to get you unfollowed. Instead, focus on soft-sell strategies. Offer interesting facts, helpful advice, or visually engaging content. Your followers want to be friends with your brand, so don’t talk to them as a salesperson.
Are your posts fun to look at? Do they make people laugh? Do they share tips or tricks your followers can actually use? Do they make your followers feel seen? If so, congratulations–you’re relying on soft sell techniques. Becoming a welcome presence in your followers’ feeds requires you to be subtle and relevant.
6. Relying Too Much On Shock Value
Off the top of your head, you can probably think of a brand or two that’s been publicly shamed for their marketing content. It’s true that your brand should have a relatable voice. However, brands that try too hard to be edgy, controversial, or shocking often end up doing damage control. Ever heard the phrase “there’s no such thing as bad publicity”? It might be nice if that were true, but it’s not. Avoid language that wouldn’t be welcome in most workplaces, and don’t try to provoke your audience to get shares and reacts.
One of the biggest mistakes you can make in social media marketing is to ignore it! If you’re ready for some help with your social media marketing campaign, Personalized Creative can help. We’ve seen the good, the bad and the ugly of social media marketing campaigns, and we can help you steer clear of the pitfalls. Contact us today to find out where we fit into your brand’s marketing strategy.