Social Media Marketing: 5 Common Mistakes Businesses Make
Social Media Marketing: Why Is It Such A Big Deal?
According to an article on Business Insider, Social Media is the Number 1 activity on the internet finally overtaking porn. Yes!
That tidbit of information just confirms what you already know: Almost everyone uses social media. They are addicted to it. It’s like a drug that they can’t get enough off. (I should know…I speak from experience…hehehehe)
Which is why businesses are turning over in droves to social media as a way to get their products and services in front of as many people as possible.
That is a step in the right direction because social media is NOT going anywhere.
However, the problem I find is that most businesses don’t really know how to use the different social media platforms the right way to get more sales and more customers. Those that happen to be getting sales and customers don’t know exactly what got them those sales and customers and they are leaving a lot more money on the table.
In this post, I’ll share with you the 5 Common Mistakes I see businesses make when marketing on social media and how to avoid those mistakes so that your social media efforts will finally pay off so you begin to see an increase in your business.
These mistakes I’m sharing with you aren’t mistakes people make only when they are using social media but also in other aspects of marketing their business.
As you read, keep that in mind and ask yourself how you can stop making these mistakes in every aspect of your business.
So, let’s dive right in.
What are these common mistakes businesses make?
Social Media Marketing Mistake #1 – They Try To Target Everyone
Too many times, I’ve asked an entrepreneur or business owner “Who’s your target audience? Who are you marketing to?” and the answer is almost always “Everyone”.
“But Pearl, everyone does need my product or service. It will change their life, it will change their business…blah, blah, blah.”
Trying to target everyone is a wrong move. It doesn’t matter if everyone needs your product or service. The real question is “Do they want it?”
What you need to do is pick the best possible person that will be easy to convert to a customer that can ultimately refer you to other people because they experienced the results and solutions you promised.
So, the first mistake you want to avoid is to not target everyone.
Think long and hard about who the best person for your product or service is.
Then find them on social media platforms and speak directly to them.
That’s the great thing about social media. If someone is interested in something, you’ll notice that activity on social media. They are either liking pages on Facebook, following brands and people on twitter and Instagram, subscribing and watching YouTube videos etc.
For example, if you’re into weight loss products/services, you can find people interested in different diets, gyms, exercise equipment, personal trainers etc.
- Think more about who the best customer for your product or service is
- Find out where they are hanging out on social media
- Target them and begin to engage with them.
I assure you if you do this, it will be so profitable for your business and save you a lot of cost, time and energy than trying to get someone who isn’t interested in you and what you have to offer in the first place.
Social Media Marketing Mistake #2 – They Do Not Have A Strategy For Getting New Customers
Another mistake I see businesses make on social media is they have no clear strategy for getting customers.
They hop on whatever social media platform they want to use and begin posting pictures or statuses about the new things they have and just hope that someone sees it and decides to buy something.
Yes, you may get some sales especially if you have these pictures and statuses in the face of the right target audience, but you could get much more .
The worst thing you can do as a business person is leave so much of your marketing to chance and hope.
Ask yourself: How much more will you make if you actually have a strategy for every single thing you post?
Every single time you put something out there, you must know the action you want people to take and you must tell them.
I’ve heard it said by a lot of successful business people that “people don’t know what to do. You have to tell them.”
Sounds kind of cocky maybe but it’s true.
Have you seen a Facebook post that says “Click Like” or an Instagram post that asks you to “double tap”?
So, whenever you are posting on social media, know exactly what it is you want people to do and tell them.
If it’s for them to click a link or leave a comment, tell them. The purpose is to make an offer or get feedback from them.
If it’s for them to watch a video so they find out about this one-time sale you’re doing, tell them.
The purpose is for you to get more exposure and have more people see what you have to offer.
- Know what you’re trying to achieve with everything you post out on social media.
- Know what action you want your fans, followers, subscribers to take and tell them.
Social Media Marketing Mistake #3 – They Do Not Build Their List
In this day and age where there are tons of things competing for people’s attention and their attention span is so short, you need to build your list.
It is imperative for you as a business owner.
What exactly is this “list” I’m rambling about?
A list is simply a list of people who have indicated interest in what you have to offer (your products and/or services) and have given you permission to contact them and tell them more about it.
I see lots of business owners especially on Instagram do a really great job of getting people interested in what they have. They have the right audience, they tell them what to do (like, tag etc.) but if these people don’t follow them, that’s it; they’ve lost them.
If on the other hand, you get this person to give you permission to keep in contact with them then you have a better chance of getting them as a customer in the long run.
- Build Your List
- Communicate with your list
Note: Every social media platform is different. And so, there are different ways you communicate with your audience on each platform. Want to know what the right platform is for your business?
Check This Out.
Social Media Marketing Mistake #4 – They Try To Sell, Sell, Sell
Here’s the thing about social media:
It is mainly for being social…for building relationships.
You definitely might make some sales via social media but it has to be done right.
Build relationships first.
People do business with people they know, like and trust.
Your job on any social platform is to meet potential clients, communicate with them, get them to know, like and trust you, build your list and then, you can tell them what it is you are selling.
- Build relationships first.
- Then, you can sell.
Social Media Marketing Mistake #5 – They Are Not Willing To Invest To Get Their Products and Services In Front of Potential Clients
A lot of social media platforms have introduced advertising on their platform as a way to get businesses to reach their prospective customers.
A mistake I see businesses make is that when this happens, they totally ignore the opportunity to reach even more people and as such, lose some people.
What do I mean?
A platform like Facebook is a pay-to-play platform. If you’re not paying, only about 16% (sometimes less) of your fans see your posts.
The same thing with Twitter. There are so many posts going up in tweeters that yours is bound to be lost in the flow except your audience happens to be online right about the time you post.
The same goes for Pinterest and Instagram.
These social networks offer advertising options to business people like us to reach more of their audience.
Most people cry foul. I say “grow up”.
Why do you want to get something for nothing?
If there’s anything about entrepreneurs, it’s that they should be good at spotting opportunities for their business.
While you might have to pay to get in front of your potential customers, the price you pay is a fraction of what you would pay if you use traditional media like TV, Radio, newspapers, magazines.
You pay when someone actually sees or clicks your ad and you know exactly what attracted their attention. This is almost impossible to do with traditional media.
And the best thing, you can track it.
The great thing about tracking is that you are able to see what’s working and do more of it and see what’s not working and stop it altogether.
Think about it, if you spend $100 in advertising and are able to get a customer who pays $150; Not only have you recouped your advertising costs (aka you got that customer in for free), you have made a profit of $50.
If that’s not a good deal, I don’t know what is.
So, my word to business people is this: Do not be afraid to invest some money in marketing your business. Learn how to do it the right way and track, track, track.
- Set aside a monthly budget for marketing
- Pick what social media platform you want to advertise on
- Set up your first ad
- Track, Track, Track
Bonus Common Mistake – They Are Not Consistent
Yes. I decided to throw in a bonus one.
Another mistake I see businesses make with social media is that they are not consistent.
They have a flurry of activity for a week, and then they disappear for 2 weeks.
They have another activity burst for 2 days and then you don’t see them again until a month.
This is something so many businesses are guilty of.
This is something that I’ve been guilty of. LOL
We just find it so difficult to take the pains to be consistent on social media and connect with people.
Like I said, People do business with people they know, like and trust.
What I found was that the cost of being inconsistent was hurting my business a lot.
As a business owner trying to use social media to promote your business, you have got to take the pain and discipline to be consistent.
An easy solution is to get a social media daily action guide.
This guide will help you ensure that you have content up on your social media feeds consistently.
- Get A Social Media Daily Action Guide
- Be Consistent
What You Need To Do Now.
There you have it.
Those are 5 (err… 6) Common Mistakes I see businesses making when they are marketing with social media.
If you follow the action steps I outlined after each mistake, you will avoid making them.
The key is to take action on the things you have read.
You need this. Your business needs this. So, take it one at a time and implement. On the other hand, if you are still wondering about what to post on social media such as Facebook that will keep your audience engaged and giving feedback and sharing your content, you are not alone.
I had the same problem and had to figure it out from scratch. The good news is, you don’t have to.
I have taken all I’ve learn’t over the past 3 years, and also what the most successful brands on Facebook have done to keep an engaged audience, and I have put it together in a Report that you can get for FREE.
So, take advantage of the enormous opportunities to leverage social media to build stronger relationships with your professional contacts using these 9 Killer Facebook Post Ideas.