Social media is an excellent promotional tool for every small business. However, it can do more harm than good if you’re making these common social media mistakes.
With more than a billion people on Facebook alone, social media is impossible to ignore.
Social media is extremely valuable to small businesses. This is because it allows them to connect with their target demographic in a more efficient way than ever before.
Did you know that 88% of consumers trust online reviews as much as personal recommendations?
Because of this fact, it’s obvious how social media can work both for, and against, the bottom line of your small business.
7 Social Media Mistakes Your Small Business Must Avoid
Increase your social media growth and turn followers into leads by avoiding these seven common social media mistakes.
When it comes to social media, quality is far superior to quantity. Don’t just have a profile on every new social site without a strategy.
You should use individual social media platforms differently to maximize their advantages. However, you must make sure to keep your brand consistent across all your platforms.
Optimize your strategy on a few social sites that reach your target customer base, and keep those efforts united.
Being Where Your Audience Isn’t
Your average air conditioning company won’t get many sales from advertising on top of Mount Everest. The same goes for social media platforms that don’t apply to your small business.
Avoid social media mistakes like ignoring changes in digital trends. With frequent advancements in technology, social media is changing constantly. A smart small business will know where to find their audience. Don’t hold onto the past: even if these old techniques worked really well in 2015 they may not work today.
Research which social sites your target demographic frequents, and be on top of updates and how to use them to your advantage.
One of the most common social media mistakes is putting all of your efforts into a platform with little-to-no audience. For example, a company targeting seniors likely won’t get much business from being super active on Snapchat.
One of the more common social media mistakes is being inconsistent with how much you post.
Your social media presence reflects the professionalism and authority of your small business. It works both ways too. Posting too little shows a lack of investment and engagement. Posting too much is annoying and spammy.
You need a clear strategy that showcases your brand and interacts with customers and customer leads.
Consistent activity is good for your SEO (search engine optimization) too. Vary your content with a focus on relevant keywords to increase the visibility of your brand.
Its user-friendly nature makes social media accessible to the vast majority of consumers. That also means these consumers are not afraid to voice their opinions of your business, service, and/or products.
One way to engage with your social media followers is by responding to comments promptly, good or bad. Don’t miss an opportunity to showcase your good customer service when facing negative comments. Also, don’t neglect good comments, they are valuable to your business.
Another easy way to engage is by promoting user-generated content (UGC). Make sure to reward those users that generate content with credit. You may have heard about the scandal with @TheFatJewish a few years back. You don’t want to end up turning off consumers by taking credit for their work. Instead, celebrate them to further encourage engagement.
Also, engage with other non-competitor small businesses in your area. This will allow your small business to garner the attention of their customer base. It also allows for cross-promotion and other mutually beneficial opportunities.
There is no blanket law for how every demographic will react to every business in every area. If you skip analytics, your social media efforts will not be as effective as they could be.
Analyze your social media reach, efficacy, and strategy with an SEO Auditing company. A good analytics company will help you identify the parts of your digital strategies are working well. They’ll also find those which are worth ditching, and which are being underutilized. This kind of investment is pretty sure to result in a good return on investment.
Small businesses with a brick and mortar location need to pay particular attention to local optimization. This will bring the most realistic customer leads in the door.
Using Bots: Spamming, Fake Followers
The best long-term plan to build growth in your social media following is to use organic methods like consistent engagement. Inauthenticity is easy to spot and a turn off for many consumers.
Social media users don’t respond well to spammy techniques like auto-send DMs. Skip these ineffective techniques and focus on humanizing your brand. This will make it feel more trustworthy and accessible to consumers.
Don’t waste money on fake followers. They are easy to spot since they rarely engage. You end up with a large discrepancy between engagement (likes, comments, etc.) and followers.
Failing To Leverage Your Knowledge
Running social media for a small business requires expertise in many areas. A knowledge of the company’s values, products/services is necessary, as is a knowledge of analytics and content strategy.
Invest resources into a social media department with the appropriate knowledge in all of these areas. Simply delegating the responsibility to someone with social media know-how won’t get the job done.
You need to ensure that your social media reflects your brand accurately. It should also showcase your small business as an authority on the products or services you offer.
It’s not a good idea to exclusively use your social media to push promotions. Instead, generate interesting and relevant content to demonstrate the authority of your brand.
Use social media to its full advantage by keeping up with the trends and strategies relevant to your business’ target demographic.
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Want more? Check out our other SEO blog posts like “How to Use SEO That Brings Traffic to Your Brand New Website” and “Your 2017 Guide to Finding More Quality Backlinks“