Marketing mistakes are a nightmare for marketers and business owners, but they are more prevalent than you think. It’s crucial to do and include everything right in your marketing strategy to maximize the return on your investment. Besides, if you keep making marketing mistakes, it can cost you reach, engagement, customers, and even reputation.
Learn from These Social Media Marketing Mistakes We’ve Made:
1. Picking quantity over quality
Some studies have shown that posting more than two times a day can sometimes drop the engagement rate. Sharing a lot of content seems like the right idea, but it’s not, especially if it’s not spaced out properly over time. It’s also possible that you take the liberty to post anything just for the sake of it.
A blurry image or content that doesn’t invoke emotions or is irrelevant to your brand will potentially put off users.
Prioritizing quality over quantity allows you to share only the best of your content that resonates with your followers. It also turns out to be more social-media-algorithm-friendly.
Small business owners and solo marketers usually can’t find enough time to create high-quality content and post multiple times a day. So it’s best to post one or two engaging posts daily instead.
2. Hopping onto all social media platforms
Sure, you can have a strong presence on multiple social media platforms when using an automated social media marketing tool like Practina.
However, using numerous social media networks and manually managing them is not ideal for your business and situation. You can lose your focus and followers and find it challenging to maintain consistency and quality on all the platforms in the long term.
Earlier, Instagram didn’t have the Stories feature like Snapchat, but once it was available, many businesses switched to Instagram and focussed on it. They saw better results on one platform and stopped wasting time on the other that didn’t have their target audiences. Moreover, Instagram offers better discoverability, audience targeting in ads, and analytics.
Similarly, it’s no rocket science that every additional platform you have a presence on requires added time and marketing efforts. You need to customize your content for that specific platform and engage with followers and users.
Analyzing your social media profiles can help you identify the channels that are working for you and those that aren’t. Eliminating the channels that aren’t working for you can allow you to double down on those that are.
3. Publishing the same content on all platforms
Sharing the same content across all platforms seems convenient. The reality is that it’s ineffective because each social media platform serves a different purpose. The users’ expectations are unique, so don’t hope your content will please everyone.
For instance, hashtags work well on Instagram to increase engagement and reach, and not as much on Facebook. So you need to customize your content accordingly.
We give Practina users the benefit of customizing their posts as they see fit before sharing them to all profiles in one go.
Sign up with Practina now to try this feature!
4. Posting only landscape videos and images
All this while, everyone knew that posting landscape videos and images on social media platforms like Facebook and Twitter was right. (1,024 pixels by 512 pixels)
But that doesn’t work now. Since square images and videos aren’t cropped on Facebook and Twitter anymore, they take up more real estate on someone’s feed — seventy percent more.
Buffer spent fifteen hundred dollars on experiments and found that square videos generate higher views and engagement than landscape videos, especially on mobile devices.
Since Facebook is showing a larger view of vertical videos on its mobile feed, it makes sense to experiment with posting vertical videos and images.
5. Sharing only your own brand’s content
Generally, businesses shy away from sharing curated content, thinking it wouldn’t contribute to their bottom line, which is traffic, sign-ups, and revenue. It may feel counter-intuitive to send traffic to someone else’s website than your own, but that’s short-sighted thinking from the marketing perspective.
When you share only your own brand’s content, you market solely to your existing fan base, limiting the chances of attracting more fans. Besides, you risk annoying the same people with redundant content.
By sharing diverse content, including from other sources, you can increase engagement and the number of fans drastically. You expose your content to new audiences who may have never heard about you earlier.
That’s why sharing quality content from other sources can increase your brand’s awareness and bring in new followers.
6. Not leveraging user-generated content
Curating user-generated content (UGC) increases the value of your products and services while also building trust in customers. In fact, studies show that customers are over two times more likely to perceive UGC content as genuine compared to branded content.
Moreover, when you share your fans’ content, it makes them feel special. They are more likely to promote your brand within their social circle, boosting your business and revenue.
Brands that do not share real-life, everyday content on their social media find it challenging to attract customers and sell.
7. Not posting videos on social media
According to Quintly’s analysis of over six million Facebook posts, native videos uploaded to Facebook receive more engagement and shares than YouTube videos.
Why this makes sense? When you upload a native video on Facebook, the viewers do not get redirected to another page to watch it, such as with a YouTube link. This makes a video more likely to get higher engagement — views, likes, comments, and shares.
8. Not targeting specific audiences for your content
When you share information about an event with all your followers/fans on your Facebook page, it’s generally for a particular location. So if your event is in Wisconsin, your international fan base won’t find it relevant.
Facebook’s preferred audience feature for such localized events can get better traction on event posts. If you were to organize an event in Philadelphia and restrict your post for viewability to people in this location, you’d see different results.
Yes, your posts would reach fewer people but stay more relevant. Facebook’s algorithm assigns personalized relevancy to each post people see. When you limit your posts to specific audiences, Facebook likely shows your content more to the target audiences than irrelevant posts from other brands.
It is incredibly beneficial for local businesses that have a local target audience.
9. Not boosting top-performing posts
Many people find running Facebook ads confusing. No one should boost posts purely based on their gut feelings since it doesn’t work.
So how do you identify the best posts for boosting?
Fortunately, the answer lies in the engagement rate of your existing Facebook posts.
Here’s how you can find your best Facebook posts for boosting.
- Go to your Facebook Page Insights’ Posts tab
- Click on All Posts Published in the upper left corner and select Engagement Rate
Identify the posts with an above-average engagement rate.
You can apply the same approach to Twitter, Instagram, and Pinterest.
This approach is helpful because it encourages you to create quality content that can generate good reach and engagement before spending money to boost it.
10. Not responding to questions on social
Sprout Social’s research shows that brands ignore more than eighty-nine percent of people wanting a response.
In similar research, Sprout Social found several benefits if a brand were to respond to questions posted by social media users.
- Sixty-five percent of people show more loyalty toward the brand.
- Seventy percent of people are more likely to use products/services from the brand.
- Seventy-five percent of people are likelier to share a good experience on their profiles.
Quickly replying to questions on your social pages is critical, as most people who reach out to brands expect a reply in under sixty seconds.
Now, you know better about the marketing mistakes you should avoid.
Time and experience constraints may restrict you from focusing on your social media marketing. But if you don’t do anything about it, that’s bound to be your biggest mistake.
Get Practina, a social media marketing tool that’s more than a scheduler. It can manage your entire marketing process automatically.
Download the Practina app now to experience its powerful AI at full throttle.