Social media is an indispensable resource in the content marketing toolkit. For any inbound marketing strategy to be successful, it must have a healthy blend of email marketing and social media marketing among the others. Social media gives accessibility to a broad range of audience. Hence it is gaining more and more prominence in online marketing. Every inbound marketing strategy has an assigned component to social media for creating and publishing content to attract and engage her target audience. In this attempt to excel, a content marketer may be making some costly mistakes.
Here are some common and easily over-looked mistakes on social media
1. Selling and Advertising
One of the most common mistakes a content marketer makes on social media is trying to sell or advertise a product or service. The audience on social media is looking to be informed, entertained or amused. If you try to hard sell or advertise, you will be perceived as a distraction. Social media offers a unique opportunity to engage with the target audience. Be creative and start a conversation. Take a genuine interest in the life of your target audience. Establish a relationship!
2. No Calls to Action
Simply providing engaging content is not going to make a sale. Your revenue will be generated only when your target audience buys your product or service. Hence, it is very important to have the essential calls-to-action in a visible and prominent place. An inspired and engaged audience will not mind checking out what else you have to offer. Your calls-to-action lead them to the right page to make that big purchase. Creating calls-to-action using numbers or images, sparking a sense of urgency or surprise can inspire the audience to explore it. Also, don’t forget to make the calls-to-action clickable!
3. Lack of Audience Interaction
Social media marketing is a long term commitment. Simply creating a profile and uploading company information is not enough. Posting content 24/7 or once in two months are also common mistakes. Your content marketing strategy must have a content plan and content calendar in place for regular posting. This regular posting must take into account trending topics and live news to be most effective. You must also interact with your target audience regularly by commenting or liking their comments, asking them questions or feedback, etc. Online marketing is all about communication and interaction with your beloved target audience and social media is no exception.
4. Social Media Overload
Another mistake brands and content marketers commonly make is trying to be on all platforms all the time. Facebook, Twitter, Instagram, Pinterest, and the list goes on. Just because a particular social platform is doing well, it does not mean you have to be on it. Choose the social media platforms where your target audience is most active and one that helps you tell your story effectively. Test and experiment emerging social media platforms but commit to only those which give you any real returns.
5. Being Monotonous
Content is not limited to text anymore. Content encompasses various forms of media – text, images, memes, videos, audios. Be creative and use different media to tell your story. Encourage visual media as much as possible. Images and videos spark the maximum amount of interest. Keep it short and to the point. Make it humorous, exciting and entertaining. It could be something that the audience can relate to or something that completely surprises them.
6. Ignoring User-generated Content
As a content marketer, do not under-estimate the power and influence of user-generated content. User-generated content is like word of mouth in online marketing. Remember that on social media your audience is not only talking to you but they are talking to each other as well. And they are talking about you. Having a comprehensive plan and approach to optimize user-generated content can work wonders for you on social media. Make sure to incorporate sufficient resources for user-generated content in your inbound marketing strategy.
7. Ignoring Role of Analytics
A data-driven approach is extremely important to test the effectiveness of the content you are publishing. All content marketing efforts must be backed up by strong data. The constant changes in social media algorithms and the content overflow on any given social site are some serious challenges of online marketing. Analytics can provide useful insights to enhance and channel your social media efforts. Your inbound strategy must also be adaptive to incorporate any changes resulting from analytics.
Social media is a blessing in online marketing as it gives access to a broad range of audience. But it can also be very demanding. Like any other effort worth the reward, it requires careful planning, dedication and constant attention to succeed. So, what do you think you should change in your content marketing and social media strategy to avoid these mistakes?