You can’t run a profitable ecommerce store without including social media as one of you sales funnels and growth engines but with so many options store owners often ask themselves where should I start? Here are several social media mistakes to avoid.
Going All-In With Every Social Media Site You Find
When starting an online store, it is understandable that you would be eager to get your name out there in a way that reaches the largest audience possible. So it might seem intuitive to create accounts on the most popular social media network sites in the world such as Facebook, LinkedIn, Twitter, Pinterest and Instagram. Doing this is one of the most common mistakes.
You should be aware that successfully managing social media sites is not as easy as you might think; keeping up with every individual site is truly a full-time endeavor. Think about it this way: by juggling your time to maintain five different social media sites at once, you will never be able to use any of the sites to their full potential. Therefore, the best strategy is to choose one or two social platforms, and then once your company grows you will be able to hire staff and create accounts on additional sites.
Rarely Posting…Or Posting Way Too Much
The whole point of social media marketing is to bring attention to a product or service, right? Well, if your social media pages go weeks at a time without posts and updates, why would anybody bother to follow you?
On the other hand, you would also want to avoid getting out of control with the posts. If your company is making it a point to Tweet every 10 minutes or post pics nonstop, your message will get lost amongst all that clutter.
The key is to find the right balance and use some strategic thinking. For example, on some days you might want to send out two or three posts containing useful if not earth-shattering information. The point would be to remain in touch with your audience. On the other hand, you might have a major announcement on a particular day and pin it or otherwise hold off on additional posts for a couple of days while you allow the news to get your followers’ full attention.
Ignoring feedback Or Making it Impersonal
As you certainly are aware, there is a point to using social media sites beyond “everybody is doing it.” It is also more than just an exercise in vanity. The colorful pictures and attention-grabbing Tweets mean nothing if you are not fully engaged with your followers. This means replying to their questions and comments. But remember that generic, automated responses won’t do. Address them by their names, act professional and provide competent answers when required, and keep things lighthearted and fun when the follower wants to engage in friendly banter. Social media sites are intended to provide companies with a human face. Do not neglect this important purpose.
Using The Wrong Platforms
As we have mentioned, before you expand into various social media sites, it is important to take things one step at a time and finely tune one or two sites maximum. But when it comes to avoiding marketing mistakes, equally critical is recognizing which sites best achieve your goals and which ones you ought to pass on. For example, adults are more likely to use Facebook while teenagers are turning towards Instagram and Snapchat in increasing numbers. If your product or service is intended to cater for a particular demographic, you will simply be wasting your time and energy if you are using the wrong platform.
Seeking Attention Through Irrelevant Content
These days funny internet memes and compilations of cute kittens falling asleep are all the rage. But while they might generate awws, chuckles and “likes,” they serve no point if they have no direct connection to what your store is offering.
Failing to Develop a Broader Marketing Strategy
Let’s suppose you have developed a fantastic social media page, post relevant announcements and pictures, use the correct social media platforms, engage with your followers, and post content that brings proper attention to the product or service. You’re good to go, right? Not so fast. The fact that teenagers use Instagram doesn’t automatically mean they will flock to your page. You might send a fantastically-crafted Tweet, but you still need an audience to read it. You need a comprehensive plan.
This is where an integrative social marketing and advertising campaign comes into play. Your social media platforms can serve as a perfect test tube for your broader marketing strategy. As you post messages on your social media sites, it is important to measure which ones are generating the most buzz and then build an advertising strategy around the best ones.
Post several photographs of your product on Facebook in order to get a better understanding of consumer preferences. Pay attention to what Twitter and Instagram users with large followings are saying, and with a bit of luck and the right interaction, you might get noticed.