2023 Data Reveals the Pitfalls Every Business Should Avoid in Their Marketing Strategy
Every business can benefit from social media marketing, whether B2B or B2C. Don’t just take our word for it, though. The 2023 data reports are now available, and they all point to one unarguable fact — over half of the global populace is using social media, and the user base continues to expand. Several nuances within these broad figures demand careful consideration, but we’ve dissected the details for you. If you’re considering social media marketing, look at the five most common missteps in our Social Media Marketing guide.
Seeing is Believing: If you’re not a digital marketer, you might not be fully aware or concerned about the numerous privacy modifications the internet has witnessed in recent years. Until 2018, businesses could view their advertisements like any other user. However, things have changed since then. Moreover, social media is designed to keep users within their sphere of interest. Interacting repetitively with your posts provides the algorithm with possibly unwanted information. If you don’t engage with your posts and advertisements, it might be better since you’re probably not your target demographic. The drawback is that you might not see your ads and content in your newsfeed. Hence, relying on the platform’s analytics is crucial, not just your observations. Lastly, only click on your ads if you represent your potential customer base and have extra cash to spare.
Focus on Capturing Attention: Striving to “go viral” shouldn’t be your ultimate aim on social media. Have you seen some of the content that’s gone viral? Going viral should be a goal only if you’re saving lives or doing something with a humanitarian focus. Virality doesn’t always lead to sales or customer loyalty; it often merely represents novelty, which is fleeting in today’s fast-paced world. Capturing attention is essential, but first, you must reach your audience. Before posting, ensure your content meets these criteria: 1) Does it make my business seem appealing and credible? 2) Is the content relevant to my potential customers? 3) Does the creative aspect align with my brand identity? 4) Does it bring value to my potential customers, especially those unfamiliar with my business?
The Centrality of Advertising: Even if you don’t invest financially in social media, you could spend significant time and effort “advertising” (promoting your offerings and your enterprise). Social media is not just another ad space to create disruptions and grab attention; it’s a collaborative arena where people come to engage, learn, observe, and relax. And every platform provides a unique experience. You might have the same demographic active on LinkedIn, TikTok, and Facebook, but users seek a different experience. Ensure your content suits the platform it’s posted on.
Solely Posting Is Not Enough: What you post on your page will only be seen by a limited number. Even fewer will see what you post on your business page. On social media, you need to think and act socially. Just posting and advertising won’t be enough. Active engagement is crucial. Use your business page to interact with other posts — like, comment, share, and see the response. Your content can explore topics beyond just your offerings. Sharing insights from industry experts can add value to your followers’ daily social media usage.
Avoid Going Silent After Posting: Social media offers networking and audience engagement opportunities. If someone likes, shares, or comments on your post, don’t ignore them! Appreciate their engagement by inviting them to follow your page, responding to their comments, or acknowledging them. Send a message asking about their interest in your content. At this point, a sales pitch might not be the right approach, but a simple message such as, “Hi, [Name]. I noticed that you [describe the action they took on your page]. Thank you for that! Is there anything I can do for you today?”
Many businesses stumble over common pitfalls in their social media marketing, which would be glaring errors in a traditional sales setup – in-store, an eCommerce chat window, phone conversation, or email inquiry. You could build a massive network of digital shoppers if you engage with social media users like in your physical store. Just a fraction of these people might be interested in your product or service at any moment, but they’re all connected to someone who is. Treat your social media audience as you would a customer in your store. Show them your human side.