With so many businesses now using social media marketing, those who haven’t yet caught on run the risk of being overlooked in an increasingly fast-moving culture of interconnectivity.
It is clear that social media is crucial for businesses, but using it successfully is a fine art – there are a distinct number of things you should avoid doing at all costs.
Here, we’ve compiled a list of fifteen mistakes that can turn an otherwise solid social media marketing campaign pear-shaped.
1. Only sticking to FacebookFacebook is often the first social media platform that springs to mind, and, yes, you should definitely be using it. However, to fully maximise your audience, you need to diversify.
While Facebook is usually the most significant outlet for social media marketing, it’s far from the only place which will benefit your business.
There are a number of social media platforms that may be suited to your brand, such as LinkedIn, Pinterest and Twitter.
2. Using too many networks at onceAlthough you should be on platforms other than Facebook, having too many networks can be just as dicey.
You aren’t going to help increase traffic to your website by creating accounts on Twitter, Instagram, Google+ and SnapChat, only to let them gather dust because you’re not regularly managing them (and how are you actually going to find time to manage them all anyway?).
Instead, work out where your target market spends most of their time, and ensure that the platforms you use are industry-appropriate.
A pivotal thing to remember when fine-tuning your business’s approach to social media marketing is that not every social media platform will be suited to every type of business.
For example, a highly visual platform like Instagram is not going to be appropriate for a business that doesn’t provide visually oriented products or services – it won’t, for example, be suitable for an accounting firm.
Social media marketing is a delicate business, and effective use is not as easy as it looks. One inappropriately worded post can be actively detrimental to your business.
If you lack marketing expertise yourself, get in touch with a social media professional.
3. Not thinking before postingThis has to be one of the biggest mistakes businesses make on social media, and can be hugely damaging.
The sense of immediacy and rapidity that comes with having a social media presence can be immensely beneficial to your business and the way you are able to connect with customers, but this can also result in the communication of poorly worded content and inappropriate messages.
This can be disastrous. And even if a bad post is soon deleted, chances are, someone has already seen it.
Avoid this by reading and then re-reading every potential post, and asking yourself whether the material is truly fitting with your brand and beneficial to your business.
4. Forgetting to spell-checkPoor spelling and grammar can look sloppy and unprofessional, and will drastically reduce the impact of otherwise great content.
Take care to read over and spell-check content before posting.
Fine details – and your ability to spot them – reflect heavily on you as a brand, and while they might seem like they’re not a hugely big deal, these are elements which people online love to point out.
5. Responding unprofessionallyAt some point, you will almost certainly encounter angry or upset people, because that’s simply what happens on social media.
However, it’s vital that you always engage in a respectful and polite manner. Even if you are being attacked, your responses should reflect the professionalism and integrity of your business.
Again, once it’s out there, you can’t take it back – a single unsuitable comment can be hugely damaging.
6. Being too casualOne of the most effective ways in which social media enables you to connect with your audience is the easy, conversational forms of communication it fosters.
Engaging with customers in a casual, relaxed way is great for personalising and humanising your brand – social media marketing isn’t about stuffy formality.
However, there is such a thing as too casual. Avoid text-speak abbreviations – don’t use “u” instead of “you”, for example. Don’t swear. Don’t voice personal opinions about contentious subjects (religion or politics, for instance).
What you put out there can be fun and relaxed – and can certainly be a personalised reflection of the ways in which your business is unique – but ensure that you still maintain a sense of professionalism.
7. Leaving comments unattendedIt only takes one negative comment for things to start spinning wildly out of control. Don’t leave your comments unattended.
People tend to feel invalidated and unappreciated when they’re ignored, and trolls and hecklers who are left to their own devices will only become more and more difficult to handle.
It’s important to reply to all comments and complaints in a timely, professional manner.
8. Posting in a hurryDon’t be tempted by the ease with which news can be broken on social media.
Before you post, take a deep breath and think for a moment.
Is the message appropriate, given your brand, your target audience, and the kinds of goals you associate with your presence on social media (such as strengthening customer relationships and increasing your brand’s authenticity)?
If you are posting a link to a piece of news, is the source trustworthy?
Is the material actually legal to share?
Is it likely someone will be offended by it?
9. Cross-postingWhat may work in a medium like Facebook may not also work on Twitter, and vice versa.
And, put frankly, cross-posting also just has a tendency to look lazy, as though you simply could not be bothered tailoring the material accordingly. This reduces the impact of the content itself.
Ensure that you customise the content you post across each platform, and consider its compatibility with the platform itself.
10. Hiding from negative commentsIf a customer posts a negative comment on your Facebook wall, don’t just delete it. And don’t simply refuse to engage with negative or controversial comments.
Firstly, you should value the criticism, because it could be a reflection of suboptimal business practices, and also of what other followers might be thinking.
Secondly, responding to comments like these is a valuable way in which you can provide transparent and effective customer service. Showing your audience that you are able to handle negative feedback or difficult situations when you are put on the spot is one of the many ways in which social media enables you, as a business, to take control over the way your brand is perceived.
11. Not using imagesMultiple studies have indicated that content that is accompanied by images or video is accepted at significantly higher engagement rates.
Social media is a highly interactive, visual medium, and it is very likely that your audience does not want to read content that consists solely of text.
Posts and tweets that have compelling, engaging image-based components will generate more “likes” than those without, and are far more likely to grab the attention of your audience.
Images are crucial to both promoting your website, and in cultivating your brand itself. They provide customers with evocative, vivid forms of what your products and services are all about.
12. Don’t neglect itA neglected profile is like a kiss of death for social media marketing.
Your updates should be regular and consistent. If you, say, post at a particular time of day, every day (or once a week – how frequently will depend on your following and the nature of your business), your followers will start to expect this, and will invest more trust in your brand as an industry leader. This kind of confidence won’t be inspired by sporadic updates.
13. Not taking ownershipIf your business is at fault, apologise. If someone has left a negative comment, reply to it – don’t avoid it.
Not only is this best practice in terms of successfully running your business, it will also serve to create a sense of brand confidence and trust, and offers up a form of transparent communication.
If situations that involve conflict of some sort are handled diplomatically and politely, and with a sense of responsibility, potential customers will see this as a display of integrity, not weakness.
14. Sharing too much informationYou want to be giving your audience enough to whet their appetites, but no more than that.
The content you post should therefore leave some questions unanswered, and should prompt a call to action.
Providing too much content can be as harmful as not providing enough – the right amount will titillate your followers, and leave them wanting more.
15. Being inexperiencedBecause social media tends to be the province of younger generations, those more experienced, senior members of your team may have less social networking expertise.
Furthermore, where these younger members of your workplace may have a stronger grip on social media practices, they might lack the professionalism that comes with decades of industry experience.
Ultimately, you should find a way to combine this tech-savvy freshness with more polished professionalism by ensuring that everyone on your team is on the same page in terms of social media marketing strategy, and in relation to the overall vision and values of your brand.
It is also worth considering hiring a professional who lives and breathes social media marketing – if you’re not sure what you’re doing, you can do your business more harm than good with just one poorly timed slip-up.
We all know that we need to pay attention to SEO (search engine optimization) whether we are experts or not (or whether we want to be experts or not!). So, how do we start a new blog, equipped with the needed SEO foundations, without losing our head or losing our enjoyment of creating the blog?
Let’s discuss that!
A blog is one of the most powerful digital marketing tools you have at your disposal, but only if you know how to reach your target audience. Blogging is one of the quickest ways to increase your following and build your brand.
Even though there are millions of blogs online, it’s easy to make yours stand out even in the midst of the competition. In fact, even if you are like me and already have quite a few blogs online, that doesn’t mean that you cannot venture out and create yet another unique and brilliant blog!
We could probably sit down and list all of the fun aspects of the creation of that new blog, especially if it is one for which we feel passion. However, if no one is listening, it can get a bit lonely, eh? That is why it is so important to ensure that we are getting the word out, or more accurately, that we are drawing traffic to our blog, so that we have that audience.
By having that audience, it can help us to grow our passion even more and that will come out in the quality of the content that we produce on our blog. What is one of the most foundational aspects to growing that audience? It is ensuring that our blog is SEO optimized, right out of the starting gate.
Ok, have I really told you something that you don’t already know? After all, that is likely one of the reasons that you visit seochat.com, eh?
Ok, back to our topic… we can always “get the word out” at intermittent, strategic, and/or consistent intervals (preferably), but if we don’t start with a blog that has the basics, when it comes to SEO, we have a lot more work ahead of us. And, who wants to work when we can be producing content with all that brilliant passion, instead?
So, let’s get it started correctly, eh? In other words, it is easier to work “smart” than to work “hard,” right?
Getting Started… First Steps
Getting your blog up and running is much easier than one may think. In less than 30 minutes, you can have your blog up and running. So, without further adieu, let’s have a look and see how we can set up a blog in a few quick steps. Then, we will come back and talk a bit more about that SEO.
Choosing a Platform or Approach
Deciding where you want to create your blog is step one. If you are looking to save money, WordPress.com is an option. By far, it’s the largest blogging platform in the world, with an endless array of plugins and add-ons. You pretty much have an infinite amount of choices when it comes to designing your blog. There is also an option to host a WordPress installation in a self-hosted environment.
To Host or Not to Host (Also, To Register or Not to Register… a Domain)
Before we go any further, you need to decide whether you want to self-host or go with a free alternative. While there are pros and cons of both options, take note that with a free service, you won’t be able to have your own domain name.
If you are just blogging for fun, that’s okay, but for businesses trying to make a name for themselves, it is much better to go with a paid service where you can “own” your domain. (Technically, you are registering a domain name and leasing it, but many times people confuse that with ownership and it is called “owning” a domain, in slang terms.)
Along with SEO, this (“owning of the domain”) can increase website traffic by leaps and bounds. You see, having your own domain establishes your brand and your credibility. It helps to build trust in your business.
Design Your Blog
Designing the blog is where you get to choose your theme. Before jumping in with both feet, think about your business and what type of vibe you want people to get when visiting your blog. While creativity is key, you want to make sure whichever theme you choose goes hand in hand with your product and/or the service you will provide.
Even if the service is “only” the delivery of content (no shame in that!), it is still a service and the delivery of the product of your digital content. So, keep that in mind when deciding what you want your site to look like.
For an excellent in-depth discussion of these topics, visit this article on setting up your blog: “How to Start a Blog.” Then, come back here and we will continue our discussion on getting those SEO foundational blocks in place.
SEO is King
After you have set up your blog and brainstormed some ideas of what you want to blog about, it’s time to hone in on SEO. Remember, we are still putting together the framework for our search engine optimization foundation even as we build our blog (site), so this is just the right time to do it, remember?
Like we said earlier, SEO is what brings visitors to your blog. It is what keeps the conversation going. It is essential to your success as a blogger, as a publisher of digital content.
Due to the fact that every blog post you write actually becomes a web page, you need to make the most of the SEO opportunity. Write about keyword-rich topics that you would search for online if you were a consumer. SEO is far more than a few strategically placed words throughout your blog.
It is a matter of knowing which words to use, and when. It is also a case of knowing why these keywords and keyword phrases work so well (in drawing traffic). Now, use that knowledge!
The Successful Strategy and Use of Keywords
When used properly, keywords (and keyword phrases) should have the following characteristics:
- They are only used a handful of times in your post. Overkill of keywords will only have your post flagged as spam by Google.
- They flow naturally throughout the conversation of the blog post.
- They are a combination of several words or a single word that directly relates to what you are blogging about in that post (or series of posts).
Continuing Your Success
In the world of online marketing, your focus needs to be on developing a relationship with your visitors. Proper and strategic use of SEO can get the traffic to the site, but you also need to ensure that you keep your audience combing back to the blog/site for more brilliant and entertaining digital content.
This is done through your effective relationship-building process and keeping the conversation going. That is why a well-written blog combined with strategically placed keywords, combined with that personality of YOU, will help build your online reputation and over time, increase traffic to your website. It is like a well-oiled circle. Then again, who oils circles?
Branding has increasingly become more mobile-friendly, focusing on stronger online presence, increasingly more visual marketing and straight-on communication. With detail intuition being the closest thing to making an impact in your industry, the question is how to brand your business better and more efficiently?
1. Branding Yourself – the Highlights
1.1. Why You Should Create a Brand
2. Tangible Brand Fundamentals
2.1. Visual Branding – Detail Intuition
2.2. Visual Identity through Design and Graphics
3. Marketing Highlights
1. Branding Yourself – the Highlights
What is Branding to You?
Don’t panic if you don’t know the answer – that is why you are here. For a business, branding means adding personality to the "needle in the hay", and making it stand out. Simply put: you pick a name for your business and want people to recognize it locally, nationally and/or internationally.
1.1. Why You Should Create a Brand
There are at least 3 major reasons:
a) You want to become visible and stand out from the rest
b) You want to share your message with the world
c) You want to sell: B2B, B2C, B2D* (*business-to-distribution channel), H2H* (human-to-human); because there is either a gap in the industry or competition isn’t delivering enough quality.
d) Bonus: There is room for everyone. Or you just simply can!
2. Tangible Branding Fundamentals
First off, a brand is a long-term commitment and like every commitment, it relies on "doability" (the ability to make and build), which does not happen overnight. Tangible elements refer to the actions we take to build a certain brand identity. These include:
- Brand architecture
- Brand voice and tone
- Brand logo and visual vocabulary
- Brand security
2.1. Visual Branding – Detail Intuition
A few words on each.
Brand architecture means mission and vision: what you promise to your customers, clients and fans and how will it serve them.
Brand voice and tone is related to how you translate the brand to your brand consumers and potential consumers and in what way you wish to communicate your mission and vision to them (friendly, formal, business jargon, close communication, or a combination of all).
Brand logo and visual vocabulary refers to the Typography used (i.e. Arial, Georgia, Times New Roman) in CAPS or Non-CAPS, the Fonts (Regular, Bold, Italic, mixture of two or more), the colors to define the visual identity (primary brand colors and brand accent colors), the Logo that allows the design to "breathe", the road from Mark to Trademark. Let’s not forget how details make the difference and include here the Minimum size display and the Clearness grid.
Notable enough, every brand should have a human face to display near an email signature.
Brand security and protection refers to domain name market registration and management solutions, as well as digital measures to ensure that your brand’s digital assets and identity are safe from harm (i.e. online theft).
Detail intuition combines all the resources and allows you to determine details in future trends. This enables companies to gain a real advantage in the way they position the brand, services and how they address potential customer needs.
2.2. Visual Identity through Design and Graphics
This is the focus part of building an online brand. Visual identity principles are closely related to the way we define the look and feel of a brand.
First off, every brand should have a "most recognizable" mark that represents the company: a typed drawing, a specific figure, an element in a deliberate font and color displayed in a series of renditions (each appropriate for every context). A rendition can contain just a logo or the trademark (when the case), additional words and phrasings such as "powered by", along with a tagline, in different sizes and patterns.
Contrast plays another role in how the visual identity stands out. Dark bold backgrounds can be the "make it or break it" point, and it all depends on the amount of good contrast and clear legibility between background color and the mark. A color-based or black version of a logo should only be used against light or white backgrounds, whereas a white or light color-based logo versions should only be used with dark or color-stroked backgrounds.
The Graphics also play a vital role, think of every social media profile, every picture on your blog, every banner, every infographic or graphic material your team produces – each contributes to how the audience perceives you.
3. Online Marketing Highlights
Online marketing is on the brink of change as well, on a clear and simple premise: people’s trust cannot be won with pushy sales strategies. Inbound marketing is the only way to go, combined with social listening and brand sentiment.
Core principles of inbound marketing include a consumer-oriented approach, where the mission is to live where your audience lives, and attract new potential customers, as opposed to hard selling techniques. The content you create circles the idea of providing real solutions and addressing customer needs, instead of blatant advertising of your services. A brand will win customers over by answering their questions, solve cases, involve and promote the audience, and start a long-term relationship with them.
Trending Ideas to Boost Your Marketing
Here are a few creative ideas to use in your marketing strategy:
- Create heat maps with local resources to answer your customers’ local needs
- Compile a resource page based on customer data
- Optimize your newsletters as a weekly issue where trending information and creative solutions are listed, instead of just your product or service updates
- Organize regular video/audio webinars for live interaction with your customers
- If customers use some of the social media platforms as CRM channels, then structure your social media content as an addition to customer support
- Do short surveys to better understand your audience
- Keep it simple, keep it personal – this is the human-to-human principle
- Embrace the new: Instagram stories, the new Facebook pages format, Snapchat videos
- If possible, meet your customers face to face, take pictures with them, and use this as fresh content
- Invite your customers to add and create content of their own. This will enhance the voice of your community.
These are our recommendations in terms of taking your branding to a higher level in quarter 4. The year is far from over, and in many industries, autumn means a new business season. So take the lead, and do not lose to competition.
We love suggestions, so should you have any on how to make this article even more useful to our readers and friends, do not keep them to yourself. Sharing is fun!Image source