Social Media Marketing Mistakes That Could Be Costing You Customers
Every business should have it's own social media strategy. Because there are so many people on channels like Facebook and Twitter, businesses should try to reach them where they're spending the majority of their time.
While the nitty gritty of each businesses' plan will inevitably vary, there are a few key things you should always keep in mind if you want to make social media a profitable channel that generates revenue, not just likes or clicks.
We've worked with a lot of small business owners, some more savvy in social media than others. Here are the 3 most common social media marketing mistakes that are taking away big gains in revenue.
1. Buying Likes (or Followers)
There once was a time when people thought it was a good idea to spend their marketing budgets buying "likes" or "followers" in order to look more relevant or popular on social media. By and large, this wave has passed. But if you're still thinking about it, let me be the first to tell you that it's one of the fastest ways to ruin your social media reputation.
Not only do many of today's social media sites filter for these "fake" likes or follows, but they also penalize people who do so by blocking, revoking access to, or shutting down the accounts.
Click here to learn more about the woes of buying likes and followers on social media.
2. Not having a Call-to-Action at the end of your posts.
When you're using social media in your personal life, often it's just to share what's going on in your life: photos from a recent vacation or what restaurant you visited for lunch with your friends. These kinds of posts ask little of your followers besides perhaps a like or a comment.
When you're using social media as a business, you need to make sure you're giving your customers something to do at the end of every post.
If you're main goal is to turn Facebook fans into customers, you should focus on putting something they can buy at the end of your post.
Even more important is making sure it's clear what they're supposed to do and how they're supposed to do it. The simpler it is, the better.
3. Starting it once, then abandoning it.
The beauty of social media is that it shares information in real time. Or at least it's supposed to. We come across a lot of businesses that build a social media page on Facebook or Twitter, post once or twice, and then forget about it for the next year.
The problem here is that unlike before when the internet was not always available on the go, customers are using social media to check out a business before they visit. So when they see that a business hasn't posted anything new in over 6 months, they start to wonder, "Are they open? Are they a real business? There must be a bad reason why they haven't updated their profile in so long."
This is where you lose potential new customers to your competitors. Because the internet makes it so easy to find local businesses, it's easy to abandon one for the next best option.
While it's true that not every social media platform is a good fit for every single local business, more and more of today's shoppers are spending their time (and their money) when they're browsing through their News Feed or scrolling through Twitter. Local businesses need to ensure that they're doing everything they can to capitalize on this virtual foot traffic.