The social media fever has spread faster than forest fire among people, irrespective of the generation that they belong to. Though social media is one of the simplest and cheapest mediums for companies to reach out to their target audience, several players tend to become unsuccessful in gaining the expected results. This is because they tend to get their social media marketing strategy wrong. Marketing and promotional activities that are undertaken on social media is no child’s play as they have the power to make or break a brand. There’s a lot of thought and effort that goes into building a productive and successful social media marketing strategy. To realize the full potential of social media platforms for a brand, companies should have a clear-cut game plan and formulate the right tactics. Simultaneously, businesses must also watch out for these common mistakes that often result in an unsuccessful social media marketing strategy.
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Choosing the Wrong Tools
In the current business scenario, plans and analysis mark the success of companies. To make the right plans and decisions, it becomes crucial to analyze data correctly. Thankfully, with digitization, it is now easier for businesses to get hands-on customer data. However, to be able to make heads and tails out of data and put it into use, companies must have access to the right tools that can help to systematically review data and provide real-time insights that can assist in arriving at the right social media marketing strategy. Companies can either opt for in-app statical tools and insights that are available within the social media app or even resort to third-party tools.
Not Having a Social Media Marketing Plan
Without a proper plan of action, social media marketing will prove to be a colossal waste. Posting content from time to time in an effort to reach out to more customers will go in vain unless there is a predefined strategy associated with it. Social media marketing strategies are as important as the plans laid out for marketing campaigns in the traditional format. Companies must have specific goals, budgets and a concrete plan of action that outlines what they are trying to accomplish, how they will achieve the goal, how the results will be measured, and what resources will need to be allocated.
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Setting the Wrong KPIs
Key Performance Indicators (KPI) are the parameters against which the performance is measured. While measuring KPIs for social media marketing, many marketers fall into the trap of vanity metrics. They measure the number of followers on Facebook or Twitter, and if these numbers are growing, they are happy. However, this is not the right method of measuring the effectiveness of the brand’s social media marketing strategy. Social media marketing is no different from traditional marketing channels. Hence, companies must ideally be measuring the impact of the social media efforts on the business and the audience, rather than the total number of followers.
Posting Content that Does Not Spark Engagement
Companies must plan their social media marketing strategy in such a way that their followers turn into customers if they aren’t already. Thus, the more people companies can reach out to on social media, the more potential the company’s social media marketing campaign has. If boring content, which does not create a connection with the audience, is posted on social media profiles, then the chances of potential customers converting are low. In the worst case scenario, it might even result in loss of followers. Engaging content with a compelling call to action is essential for a good social media marketing campaign.