While social media is integral to any company’s marketing strategy, a clear, actionable, and measurable marketing plan must be followed if you want to succeed. A common mistake many make is thinking social media marketing is easy and can be handled internally. While this is true in some instances, it’s not the best option when your marketing team is already stretched thin or not up to date with best practices. Here are some other pitfalls to avoid in 2023 while running your social media campaigns.
Mistake 1: Prioritizing quantity over quality
Businesses’ biggest error when marketing on social media is prioritizing quantity over quality; the focus, however, should not be how often you post, whether daily, multiple times a day, or a couple of times a week. Instead, focus on publishing quality content.
Users quickly notice content that is shared simply for posting’s sake. This type of content dilutes your messaging, may be useless or lacking authenticity, and will only cause your followers to stop engaging and ultimately unfollow you, causing more harm than if you had just stayed silent.
Instead, focus on posting quality, helpful, informative, and engaging content. Ensure that your followers find purpose and get something out of every post they see, whether that’s new information, helpful tips, or even a laugh.
So, if there’s only one thing you remember from this blog post, it’s this: every post must have a purpose. Your numbers will increase across the board, including followers, engagements, reach, and more.
Mistake 2: Having a presence on every platform
Finding the right platforms for reaching your audience is essential; not every company needs to be on every platform. It is critical to identify and understand your target audience and where they spend their time online. Use your findings as initial guidelines but dig deeper when deciding where to publish your content and energy.
Remember to strike a balance between where your audience is and which platforms make sense for your product or service. For example, if you’re a B2B company, you should be on LinkedIn, not Instagram. If you sell beautiful artwork, you should focus on growing your audience on Instagram and Facebook. If your audience is 50+, Facebook is your best bet.
Targeting teens and young adults? Leverage the popularity of video-streaming platforms like Instagram and TikTok. And if you’re a funny or irreverent company, Twitter and even TikTok may be the right channel for you.
Mistake 3: Posting the same content on every platform
Following the previous tip, it’s also important to create the right content for different platforms. After choosing the best social media channels for your brand, note that not everything is appropriate on every platform. The rule of thumb? Don’t just create identical posts across Facebook, LinkedIn, Twitter, and Instagram.
Some social platforms, such as LinkedIn, lend themselves to posting links to thought-leadership articles and inviting discussion to help grow engagements. Others, like Instagram and Pinterest, thrive on visually-appealing content, which leans toward lifestyle posts and provides users with a mental ‘escape.’
Content posted on Twitter benefits from being easily digestible, quick to read, and informative. Here’s the home for your ‘Did You Know?‘ posts or How-To tweets. On the other hand, Facebook relies on a little bit of everything, so include posts that are nice to look at, informative, promote conversation and even advertise a product for sale.
Remember, social media users approach each platform with a different mindset.
- Users on Instagram are not looking for text-heavy content, while those scrolling through Pinterest want to be visually stimulated even if looking for informative blogs and tutorials.
- Visitors to LinkedIn tend towards a serious tone, seeking career advancement, a new job, or a solution for their business.
- Twitter users want to be informed and stay up-to-date.
- Finally, those on Facebook are the most open-minded and prepared to scroll through everything from their aunt’s cat videos to news and ads.
In summary, if you want to post the same information, tweak each post to make it appropriate for that specific platform. If the messaging doesn’t make sense for that audience or channel, it’s a waste.
Mistake 4: Only sharing your content
Share your original content, and include user-generated content (UGC) and other helpful information with your followers and fans. Prioritize sharing tips and insights from verified sources – such as Google Ads, Facebook, or industry thought leaders. This strategy demonstrates that you’re up-to-date with the latest industry development and with essential players in the game. Your clients and followers want to see that you’re willing and eager to learn; this emphasizes your expertise and authenticity.
Many people think that social media is easy to handle on their own, and in certain situations, that is true. However, in others, it’s wise to have someone with extensive knowledge and experience handle your social media platforms. If the latter is the case for you, reach out to us. The SiteCare team has decades of experience curating appropriate social content for our clients. We know what to do and what to avoid, and we’d love to help you take your social media strategy to the next level.