No matter the industry in which you work, social media is a valuable tool that will empower you to connect with your audience in a way that helps you build your brand and attract new customers. However, there are some critical errors that can haunt your business and harm your profitability in the process. Mistakes along the way are inevitable, but it’s best to try to avoid the problems that lead to these social media nightmares.
Inability to Form a Connection
When you use social sites to get the attention of your market, you need to understand the steps involved in connecting with your prospects in a meaningful way that will cause them to remember you. Inability to form a connection can cause more harm than you might think. You can use brand monitoring tools, such as Hootsuite or Sprout Social, to track when people talk about your business.
But if you want to take your social effort to the next level, speak with your prospects in a friendly and conversational tone. Although strict professionalism has its place in the business world, it’s generally acceptable to not take yourself too seriously on social platforms.
Not Having a Goal in Mind
People often make the mistake of using Facebook, Twitter, and other social sites to promote their marketing message, but those messages don’t always tie back to their objectives. There’s no “Ready, aim, fire” if you don’t even know what the target is to begin with. Before launching your next campaign, consider whether you want to generate sales, obtain leads, or position yourself as an expert in your field.
Once you have a vision of what you want to achieve, you can measure your results. This process will help you decide which campaigns are worth the investment in the first place.
Running out of Content
After you’ve been on several social platforms for any period of time, coming up with fresh, new content ideas will start to become a challenge. A few content stumbles will happen along the way, but consistently failing to offer valuable content can cause you to lose your followers.
The way that you approach this issue will depend on your market and your audience, but try asking them directly about the type of content they would like to read. Some businesses use tools like Google’s Keyword Planner or Google Trends to find popular topics. Or you may have better luck browsing headlines of industry publications. The key is to utilize multiple idea sources so you never have to wonder where the next one is coming from.
The bottom line is successful social media marketing needs forethought. Inability to form a connection, not having a strategy, and running out of content ideas can be solvable problems when they occur alone. But when you face all of these challenges or more at the same time, that’s a nightmare.