According to a recent study, 56.8% of the world’s total human population uses social media. This overwhelming use of social media has led to its use as a marketing platform by businesses.
When people start their businesses, it has almost become a staple to create its social media pages too. However, most small business owners are not fully conversant with the unsaid rules of social media marketing for businesses.
Small business owners create social media accounts for their businesses, not knowing the responsibilities associated with these pages. Social media has the ability to easily make or break a business.
For most businesses, social media has helped them grow and gain leads. For some, however, the case is different.
Businesses that make blunders on social media often lose clients. It is, therefore, necessary to know the mistakes that you should avoid making on social media as a business owner. We shall discuss some of the frequent blunders made by small business owners on social media.
1 Poorly Designed Call to Action
In social media marketing, businesses create posts and share them on various social media platforms. The logic behind this is that the posts will attract interested clients, and they shall interact with the business from that.
However, this intended purpose of social media posts can go south if the post does not have a well-designed call to action.
Calls to action on social media posts trigger the social media users to respond to the post or even make an immediate sale. Any posts on social media should have well-designed CTAs to ensure that you do not reach people and nothing happens after that.
A recent study report revealed the efficiency of CTAs. The study stated that the click-through rate on a businesses’ Facebook page increases by up to 285% when good CTAs are included on the page.
The issue of poorly designed CTAs is even worse on business websites. As a small business owner, you should consult a well-rated and professional web designing and web development company. This will ensure that you get competent web designers who will design websites with efficient CTAs for your website.
2 Inconsistent Posting
Social media algorithms are designed to give post priority to pages that post on them consistently. Due to this, it is vital that once a business creates its social media accounts, it posts consistently. Consistent posting on social media will help you reach more people.
Social media algorithms are not the only risk posed to businesses that do not post consistently on their social media pages. It has been noted that people unfollow businesses they were loyal to if they start posting inconsistently on social media.
People also avoid contacting businesses that do not post consistently on social media. The inconsistent posting is taken by many as a red flag that should act as a sign of a business being illegitimate.
As a small business owner, you should keep in mind that you must ensure that your pages offer consistent posts on them. The success or failure of your businesses’ attempts at social media marketing is highly reliant on this.
3 Ignoring Criticism
The efficiency of social media platforms in marketing for businesses relies on the ease of communication with them. However, most business owners fail to acknowledge that efficient communication does not always have to be what you agree with.
Social media platforms offer people the ability to relay their comments or opinions, negative or positive, to businesses. Most businesses, however, choose to ignore the negative comments out of pure disregard. This is a delicate factor that has led to the fall of many small businesses.
Some business owners go as far as to delete the negative comments on their posts. At the back of their mind, the owners are protecting the reputation of their businesses. This is far from the truth. Disregarding criticism depicts the business as one that does not care about the concerns of its clients.
It is therefore important to accept the criticism on social media platforms. After accepting the comments, work on resolving the mentioned issues or concerns. This will help to build your business into a manner that the clients deem fit, therefore granting you more leads and clients.
4 Ignoring Analytics Data
Social media platforms offer businesses analytics data. The analytics data provides numerical insight into how their posts, ads, marketing campaigns, etc. are doing.
Analytics data contains figures such as total reach, number of users that interacted with your content, gender of your users, ages of your users, etc.
Social media analytics data help better a businesses’ success in social media marketing. Figures such as the age of most of your followers will help you to curate your content in a manner that your audience will appreciate.
Disregarding analytics data will lead to a business making errors such as pushing on with ads that are not gaining leads, posting low interaction content, etc.
5 Lack of Content Optimization Across Different Platforms
With the significant adoption of social media across the globe, more social media sites are cropping up, each offering its unique experiences. Currently, there are over 20 social media platforms widely used by businesses for marketing.
Managing the various business accounts on different social media platforms can be difficult. However, regardless of the difficulty, one should never repost the same content on different platforms. This will qualify as spamming users across various sites.
Businesses should articulate and optimize their content on different platforms to address the users or clients on that platform. Instagram, for example, is mostly used by millennials.
This means that content posted here should be designed in a manner that they will relate to and accept.
On Instagram, for instance, businesses can post memes as marketing content. On Twitter, however, this cannot apply because the audience there is different.
The analytics data provided by social media platforms can be used as a guideline to know when you have made a blunder. Consistently keeping track of the numbers will help you to notice when there are sudden dips. After noticing a dip in the numbers, you can analyze and get a reason for this, then work on the cause of the dip. Social media marketing is about observing the numbers and ensuring that they increase gradually.