Marketing leaders understand that social media marketing has become a critical strategy as the client base that uses social media has increased exponentially.
The use of social media platforms for marketing has proved to be useful for enterprises across the world. CMOs state that when enterprises assume their target audience is part of the total user count, they have a better chance of attracting and engaging them via any platform that they are using. However, leaders need to be wary of common social media pitfalls in the journey.
To leverage the opportunities available to brands on social media, leaders suggest starting with an accurate and honest audit of the current marketing strategy. By successfully avoiding the pitfalls, enterprises will quickly reach out to their audience, build relationships with potential clients, and reach the marketing goals.
Excessive focus on follower count
CMOs acknowledge that followers are vital in creating brand awareness, reaching new clients, and gaining leads. However, collecting followers just for the sake of numbers doesn’t make sense. The most crucial step is the process followed after gaining followers. Regular and meaningful interaction with followers is essential, or the website will not receive much traction. The small amount of organic reach that brands gain when new followers join, initially won’t last long without proper nurturing.
The followers won’t see the content if the brand doesn’t build a strong relationship with the customer base. In exchange for the ‘follow’ and ‘like’ the customer base expects the brand to make their time spent on the website to be worthwhile. Maintenance of follower count is more crucial than increasing it.
Boring, irrelevant content
CMOs say that the content posted can either bring them back, or the brand is lost in the social media chasm. If the content is boring, overly promotional, or unrelatable to the audience, then they will most likely skip it or even unfollow the brand. The higher the volume of followers scrolling past the content, the greater are the chances that the content won’t make its newsfeed.
Marketing leaders point out that it is vital to create educational, entertaining, inspiring, and informative content. Only a minor part of the content should be related to special offers, events, and sales, while the majority needs to be non-promotional.
Not boosting content
Marketing leaders point out that the idea that social media platforms are free marketing tools is obsolete now. Brands have to pay if they want their followers to see the brand on a social media platform. Even the best content may receive only a medium level of organic reach; however, it won’t have the same kind of traction as a boosted content.
Advertising of the brand is necessary to keep the enterprise visible to the client base. Marketing leaders suggest setting up an ad budget that helps boost the high-quality content needed to improve the traction. Ensuring that the content appears in newsfeeds and reaches the targeted audience.