There are over 2 billion active users on social media, signifying the immense opportunity for brands to market themselves through a plethora of platforms. But with such a massive pool of resources, how do brands cut through the noise and determine which tactics contribute to real results? Going through trial-and-error with every available tool out there is a waste of marketing dollars and one of the most valuable resources - time.
It may be overwhelming to keep up with the constantly evolving landscape of digital marketing, especially social media. However brands simply have no choice but to integrate social into their marketing strategies if they want to stay afloat against the competition. Here is a social media marketing company's take on trends to avoid for brands wanting to boost their social media management efforts to the next level.
1. Overlooking Facebook Advertising
Facebook is the largest social media platform in the world with almost 2 billion users. I mean, do you know anyone that doesn't have a Facebook account? Its capability to reach such a massive audience gives brands and marketers a powerful tool on its own but its true power lies within its capacity of user data.
Facebook's paid advertising platform tracks users' activity on and off the internet. This allows brands to reach target audiences like never before. Facebook is more than just a channel to promote your products and communicate with your consumers - it has set a new standard in the world of target marketing. More businesses are starting to realize the true potential of Facebook, and with reason. As Facebook's advertising platform is still fairly new, your brand should integrate this into your marketing funnel while it's still on the rise.
2. Focusing on Quantity Over Quality Content
Quality content sets the solid foundation for any brand's presence on social media. It is the back end that supports important parameters like SEO and user experience. With that being said, don't just post to post on your channels - make everything you have to say count! Your users will be turned off by spammy content and will subconsciously overlook any of your postings (if they decide to keep following you).
Equip your social media management strategy with awesome content and you will certainly see improved and long-lasting results. Provide your audience with a valuable experience by delivering compelling content that keeps them coming back!
3. Not Partnering With Influencers
If it weren't big enough already, 2017 is for sure the year of influencer marketing. By partnering with influencers and thought leaders, brands can drive more leads and potential customers than with traditional marketing. Influencer marketing is one of the most effective ways in driving your brand’s reach and awareness.
Perhaps the most difficult part is finding the right influencers who create high-quality content and whose audience's interests are aligned with your brand. Partnering with the right influencers, no matter how big or small their following is, allows brands to tap into new markets and reach a wider audience like never before.
4. Forgetting About the End User
All of your social media management efforts need to be centered on your followers and end users. If they're not satisfied, there's essentially no point in your social presence. Cater your content to deliver the best value and experience for your user. Integrate compelling content like video and live-streaming to create the most compelling and engaging type of content and to set your brand apart!
Don't forget to interact and engage with your followers on social. People love being acknowledged, and this will only boost your brand image and loyalty in the long run. By focusing on quality and organic interactions, your audience will feel a deep connection to your brand - something you can't put a price on!
5. Ignoring Performance Metrics
You may be active on social but how do you know your efforts are driving successful results? You need to keep track of important KPIs like CTR, conversions, and impressions, and gauge which type of content is driving results. Use these parameters to consistently evaluate your social media management efforts to improve.
Brands today have to do more than just provide a good product or service. Consumers want to be able to connect to a brand and there's no better way to do that than through social. Always remember to build your social media management strategy with your consumer and end user in mind and to cater to their wants and needs.
With such a heavy penetration of brands in the digital space, it's essential to allocate your time toward the right efforts to avoid wasting precious resources. Avoid the above to ensure your social media management is geared toward driving valuable results for your brand!