Almost 3 billion people on the planet are using social media platforms.
The world of digital marketing is an impossibly big one. The sheer number of platforms you can advertise on and through is mind-boggling but, of course, the big names always ring out.
There’s no denying that social media is still one of the leading places to market and that, when done right, social media marketing can be unbelievably effective.
Between the groups, pages, messages, and automation there are hundreds of opportunities on these platforms to reach out to your target audience and find them exactly when they need your services.
Unfortunately, social media is a complex and challenging platform to market. Without further ado, let’s take a look at some social media marketing mistakes you won’t be making in your own marketing campaign.
1. Unfocused Ad Targeting
One of the primary benefits of social media is how much it is keyed to helping local business and groups target their own communities. Most platforms have a powerful audience targeting toolkit, but you must have a clear idea of your content targeting to use it effectively.
This is your opportunity to fine-tune your campaign assets to the specific geographical areas and demographics that would be ideal leads.
One of the most common mistakes is failing to take advantage of this feature. Take the time to focus your ad targeting and intentionally appeal to each audience you target.
Otherwise, you risk sending mis-targeted content.
2. Underestimating Social Media
It’s important to learn from the marketing experiences of others. Time and time again, we see reports of underestimating a social media marketing feature.
Social media has more rules, more options, and more ways to market than most other platforms. Don’t underestimate the marketing tools and approach your campaign with an alert and exploratory attitude.
This is the best way to find all the opportunities available.
3. Thinking Your Most Important Metric is Clicks
Clicks are awesome. They are measurable velocity and a simple way to judge the power of a marketing asset.
However, they’re not the end game and should not be treated as your most important metric. This is a problem as old as internet ads because it’s easy to mistake clicks for genuine interest.
A click means that your attention-grabbing techniques are working, but it doesn’t necessarily translate into a new customer or even an interested lead. Measuring click-success is essential, but they only really matter if your clicks are leading toward conversions.
4. Click-Bait Style Ads
Another more complex mistake is sometimes seen when a company offers genuine content but loses credibility by believing all social media ads need to sensational.
Click-bait tactics were first identified as far back as the 90s, and at this point, people are well prepared for them. Internet natives today have been dodging viagra scams and MLM schemes for well over a decade.
Anything that looks too much like traditional click-bait ads will immediately set off their ‘spam’ alarm.
Don’t make the mistake of using bright flashing colors and intrusive attention-grabbing designs for your social media ads. If real leads see questionable tactics like this, they are likely to assume your landing page is just another click-bait scam.
5. Using a Single Landing Page
When you’re just getting started with digital marketing, having one conversion-oriented landing page is understandable. However, social media provides such a variety of targeting opportunities that every brand should consider taking a little extra time to implement correctly targeted landing pages.
Every special event, service, and target audience deserves its own landing page. Your marketing team can separate out both refined conversion funnels and analyze the success of separate parallel campaigns.
6. Content Without Calls to Action
For some marketers, quality content is the center of your world. You specialize in finding or creating great content and putting it out to your social media audiences in appealing formats.
While the principles of inbound marketing strongly support this attitude, it’s all too easy to forget a key element: Your call to action.
A great thought-leadership article or interestingly informative video can draw a lot of traffic and build your reputation but these assets are far less likely to lead to conversions if they don’t have a call to action.
Make sure that each of your larger pieces of content at least every third or fifth short social media post include a strong suggestion for readers and leads to take an action you desire.
Whether it’s signing up for the mailing list, taking a survey, or checking out a new product.
7. Content Without Value to Your Target Audience
Another interesting mistake is accidentally casting your net too wide. It’s easy to write a set of generic industry tips that could theoretically be useful to someone. But if you have a local audience, write content that specifically helps them deal with local concerns.
If you have a niche audience, it only makes sense for your content to interest and offers solutions for people within your niche. Targeting woo generically is a bad mistake because it creates an appearance that you don’t understand your specific target audience after all.
8. Matching the Wrong Ads to Target Audiences
Many of the common mistakes of social media marketing we have talked about are mistakes of attitude or approach. However, deserving an important place on this list is simple fumble-fingered accidents.
When you’re making highly targeted content, it’s vital that you use your social media settings to send that content to the right target audience.
Let’s say you sell supportive sports sneakers and orthopedic shoes for grandmothers, both with the same great insole technology. The last thing you want is to send your athlete audience the grandma ads.
Avoiding Social media Marketing Mistakes
Today, social media has evolved into a lot more than a platform to share photos on. For marketers, it is an unavoidable necessity. Marketing on social media is a complex process, but brand after brand has reported that the efforts are more than worth it.
In your own campaign, one of the smartest things you can do to succeed in marketing is to avoid the common social media marketing mistakes.
They will be living examples of what works and what does not. And, of course, keep your eye on that ever-changing set of marketing rules.
For more great social media marketing advice, contact us today!