Weekly News: Social Media Marketing Mistakes to Avoid
Social media play a significant role in changing human consciousness and shaping new customer behavior patterns.
With over 3.2 billion social media users globally, it’s not surprising that B2B marketers are increasingly focusing on social media marketing.
There is no chance to increase ROI if you don’t spread your voice in the digital world and social networks. Unfortunately, many businesses often found themselves struggling to adjust their strategies to yield effective results.
Here are some common mistakes that marketers make in their social media marketing journey. Understand them and learn how to avoid making the same mistakes.
Why Your Social Media Marketing does not Work
It’s quite likely your customers are on social media, so not only is it important to engage with them on these social platforms, you must do it right.
Here are some reasons why B2B brands fail at social media, according to CMSWire.
No clear purpose
A sloppy understanding of your products and not knowing what makes you different from your competition won’t grab your audience’s attention let alone creating a meaningful engagement with them.
What you can do: do your one big idea right.
Spend time developing your digital marketing strategy and adapting where necessary to suit market conditions, digital trends and audience insights. You can challenge yourself to try on different marketing strategies but allow time for experiments.
Not knowing your audience
Knowing who follows you on social media sites is crucial. Other relevant information such as age, location, gender, active time, etc. is also necessary to create highly relevant content that your audience actually care for. This is important to keep the sustainability of your brand in the long run.
What you can do: utilize paid ads.
One of the best examples for paid ads marketing strategy is Facebook advertising. Try using its ‘lookalike audiences’ feature. Marketers can establish their custom audience using data, then identify common qualities of those people, and use that to find others who ‘look’ like them.
No universal strategy
Disjointed social media marketing is ineffective because of the overexposure of messages on multiple platforms and uncertainty of which channel works better for sales or for promotions. (Read more on how to improve your social media marketing efforts here!)
What you can do: try link-building strategy.
Produce content with embedded links to connect each of them via a specific keyword or group of related keywords. When you promote the piece on homepage, website, or email, the content is still connected via the links across your social media channels.
No care for customer journey
Marketers have a greater risk of wasting their budget on ineffective ads if they don’t follow their customer’s journey closely. Certain ad types work better on certain stages of marketing funnel.
What you can do: engage the customers throughout their buyer’s journey to use ads effectively.
For example, lead ads on Facebook and lead gen forms on LinkedIn capture buyer intent at the engagement stage, while Facebook’s dynamic product ads or Instagram’s shoppable posts are designed to move buyers from the consideration phase to conversion.
Not using data effectively
Along with making sure you’re tracking data using SEO and other analytics tools, you need to ensure you’re taking full advantage of the data sets you have in your CRM, e-commerce platform and CMS.
What you can do: segment your audience.
Create one data set of consumer profiles, behavior, audiences and performance insights, as opposed to creating a data set per provider and its execution channel. Marketers can also use automation, machine learning and other cutting-edge technologies to simplify the process. The data can be used to gain more insights into the audience and better personalize the content and social media outreach campaigns.
We appreciate your claps!
