You know how valuable social media strategies are for your business, but how effective IS your current social media strategy? The methods you’re using to boost your brand awareness might actually be limiting your engagement.
Your social media strategy has the potential to make a significant impact on your brand’s growth, but only if you use it effectively. Here are 6 common mistakes that brands make that limit the success of their social media strategies.
1. Not Tracking Key Metrics
One of the biggest mistakes that brands can make when they use social media for their business is neglecting to track results. Social media marketing is not a one-and-done deal. It’s an ongoing process.
To have successful social media campaigns, you need to:
- Track key metrics
- Make adjustments
- Launch another campaign
If you’re not continuously improving upon your social media campaigns, you’re probably repeating the same mistakes that hinder your engagement. Improving your strategy is the only way to earn better results.
Need an Example?
Research shows that the worst time for businesses to post on Instagram is on Sundays. However, if you weren’t tracking your engagement, you might not even realize that your Sunday posts receive fewer views and likes.
So, you’ll continue to waste time, resources, and content that you could be posting on days when your audience is more likely to see and interact with it.
Instead of ignoring results and falling into this pattern, you need to make a habit of using analytics to track metrics like page views, engagement, and clicks. Then, you can analyze this data and determine which aspects of your social media strategy need to change in order to grow.
2. Posting Infrequently
Even if your content is super engaging and relevant, you won’t see much growth if you only post once in a blue moon.
Without consistent, fresh content, your audience will forget about your brand, and your engagement will stay stagnant or decrease.
When you post frequently, you give your audience a chance to get more familiar with your brand. You also prove there’s value in following and visiting your accounts regularly.
Businesses with a successful social media strategy post new content on a regular basis. In fact, the average business posts on Instagram roughly 1.7 times each day. If your brand is only posting on social media platforms like Instagram once every few days, you’re missing out on a notable opportunity for interactions.
3. Ignoring Customer Complaints
When customers post comments or tweet about their concerns, you might be tempted to just ignore these complaints. You could be afraid that your replies might amplify the negative comments and tarnish your brand.
This could not be further from the truth.
When brands are receptive to negative feedback and willing to engage with customers that voice concerns, they actually increase brand loyalty. It helps customers trust the brand to take any complaints seriously.
In fact, 83% of people who tweet at a company and receive a response are more likely to do business with that company.
Allowing customers to post concerns and criticism on your social media page also gives your brand valuable insight that can help you improve your business.
For example, if your website’s lengthy checkout process is leading to higher cart abandonment rates, negative feedback from a consumer can help you pinpoint this issue so that you can make changes.
4. Not Including Video
If your social media strategy doesn’t include sending video content to your followers, then you’re missing out on a huge opportunity for increased engagement and reach.
Video content is more effective than many other forms of content. It can make a significant difference when it comes to your brand’s growth.
Videos receive 49% more interactions than images on Instagram, and tools like Facebook Stories have helped many businesses boost their engagement. 58% of Americans say they become more interested in a brand if they see it on Facebook Stories.
Considering the fact that 60% of consumers claim to watch a video on Facebook, Instagram, Twitter, or Snapchat each month, you need to make video content a part of your digital marketing strategy in 2020.
5. Using Only One Platform
While some social media platforms will resonate more with your target audience, that does not mean that you should just choose one platform and use it exclusively.
If you’re only using 1 social media platform, you’re severely limiting your brand’s potential to increase engagement and expand its reach.
Some Helpful Social Media User Stats:
- Instagram has over 1 billion monthly active users
- Facebook boasts over 2.5 million monthly users
- Twitter has over 150 million daily active users
- Pinterest has 335 million monthly users
If you’re only using 1 social media platform, you’re missing the chance to market your brand to millions of active users within your target demographics.
While you want to be marketing your services on social media, promotion should not be your only goal.
Consumers want to interact with brands that offer useful, relevant content. If your brand only advertises its products without adding any additional value, consumers won’t feel like it’s worth it to visit your pages, view or read your content, or even follow your brand.
Make sure that in addition to sharing information about the products and services you offer, you’re also sharing content that’s relevant to your target audience.
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Shaina Weisinger is the founder and CEO of Repurpose House, which turns your content into unlimited videos and images. Shaina is on a mission to show content creators the untapped potential and repurposing power of the content they already have. Shaina loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius.