01 Feb 5 Social Media Mistakes Small Business Should Avoid
Social media marketing is probably the easiest way for small businesses to build and promote their brand. It seems impossible to find a business that’s not on social media; however, that doesn’t make social media the best marketing tool. Without strategies, you may not get the results you’re expecting. Here are some social media mistakes that you should do your best to avoid:
Favoring quantity over quality.
Despite the fact that many social media channels are free for you to utilize, it doesn’t mean you should use them all. Let’s be honest, as a small business owner, you don’t have many resources to run multiple social accounts. It takes a lot of time and effort to manage one platform. Thus, just select a few, perhaps two or three. It’s always better to be excellent on two rather than mediocre on five or more.
Missing out on BRANDING opportunities.
The first thing you should do after creating a social account is setting up your logo, bio description, images, and links to your official website. It’s a simple but crucial step toward determining your social media success.
Your logo and bio description represent who you are as a brand, and that’s where customers are first introduced to it. Providing a link to your official website allows your customers to get a deeper understanding about your business. Other than the link to website, if you have multiple social accounts, don’t forget to provide the handles (usernames) to each of them as well.
Nonstop talking without Listening.
You don’t need us to remind you that the key benefit to be on social is engagement. However, some small business owners think social media is only for sharing their business information, such as their latest products and promotions. We’re not saying that you can’t do that on social, but the point of engagement is to interact with your audience.
You can interact with your customers online efficiently, and this way they don’t have to pay you a visit or make a phone call to tell you their opinions, and you can reply to them promptly.
On your social media pages, invite your customers to leave comments, read them carefully and listen to what they have to say. If anyone’s complaining, reply to that message publicly, making it open to everyone. In this case, people will know that you care about your customers and that you are determined to solve any problem they might have.
No strategy. No metrics.
Just like every other marketing tactic, you need to develop a comprehensive strategic plan for social media. This should include specific goals and metrics to check whether or not your campaign is working.
Many small businesses don’t know how to evaluate their social media campaign. We don’t want you to be one of them, so, here are some metrics that can help you:
- Tracking brand mentions
- Social shares of your content
- Referred traffic from social media sites to your company website
- Number of followers
- Number of shares for each content
- Direct messages
There are more other metrics you can utilize as well. Find the metrics that most align to your plan and set up a plan to track them.
Other than metrics, strategies must be included in your plan. You don’t want to post or share anything recklessly on social. Everything you share must serve a purpose.
Creating a social calendar may be the simplest way to keep you on track. Research what time your customers are most active on social, and create a calendar that specifically define when to post content.
A well-developed strategic plan will definitely help small business owners with getting maximum benefits out of social media. Also, if you intend to expand your business in the future, a strategic plan is a must.
Treat it as a primary commercial means.
Social media marketing is a useful means with zero financial risk. It’s truly a blessing for small businesses. However, you should not treat it as your primary commercial means. It’s useful for building brand awareness, but in regards to generating revenue, other marketing means work better, such as email marketing and pay-per-click advertising.
To reach your business goals, you must keep in mind that there’s no single marketing means can help you achieve that. You should not only avoid the above-mentioned pitfalls, but also not to put all your eggs into one basket. Combining a variety of marketing means will definitely help achieving your business goals more easily.