Tag Archives: online marketing mistakes

Top 8 Mistakes to Avoid in Social Media Marketing

social media mistakes

Social media marketing is a great way to get leads and reach potential clients. That is, if you do it correctly. According to The State of Inbound 2014-2015 study conducted by Hubspot, 80% of respondents placed Social media along with other digital marketing channels as one of the most important sources of leads.

While it is very possible for you to succeed in social media, committing blunders can produce dire consequences for your business or brand. So you may want to keep in mind the following top mistakes that you need to avoid if you want to maximize this powerful medium for your business. Some of them you may be committing already without knowing about it.

1. Not listening to people

Social media expert Vinny La Varbera says that “the biggest (social media) mistake you can make is NOT listening to others.” Social media sites exist to promote conversations among people. For businesses, these sites present an opportunity to listen to your target audience. In other words, social media is a two-way street. Unfortunately, many business owners treat social media like a traditional marketing medium. That is, they dominate the communication process. Instead of listening to people, they pollute the networks with their messages.

You should keep in mind that your social media network includes your clients, potential partners and supporters. These are people whose opinion matter and who can help your business grow. Do you have to listen and follow everything that they say? Of course not. But you have to value their voices. You should pay particular attention to the things that your prospective clients are saying. Some of the things that they are saying may not be pleasant but that does not mean they won’t offer you anything. Most of the time, it is the negative things that can help your business more. If you want to know how to truly listen to people in social media, check out some of the most successful businesses and look at how they are using social media sites.

2. Not having a plan

Many business owners use social media for their businesses the way they use it for their personal lives. That is, they use it aimlessly. They post messages, links, photos and videos every now and then. They may even comment to the posts of their fans and followers. But their social media activities do not fall under a plan or strategy. This is big social media mistake and a big waste of time. Just like your other marketing efforts, your social media marketing efforts should fall under a plan that is consistent with the general objectives of your business. According to Digital Marketing Consultant Brett Relander, “clear objectives simplify planning and execution, as well as enabling you to measure results and track ROI.

Apart from having a social media plan or strategy, you should also have a system to measure the effectiveness of the plan. Doing so is the best way to make sure that you are not wasting resources on social media.

3. Not posting useful content

Content is king, even in social media. But this does not mean that you should post the same content type you use on other mediums such as Facebook or Pinteret. Therefore, it is important that you post appropriate content for different type of social sites. “Businesses can stay on message and keep a consistent digital voice while still allowing followers to feel personally connected, which in turn fosters more sharing and increased followers,” says social media expert Heather Smith.

When you post photos, for example, don’t just use photos that you use in your regular advertisements and other promotional mediums. Your followers can already see that in other places. It is better to give them an intimate look of your business or brand. Why not post behind the scenes photos of how you produce your products. You can even post photos of you and your staff having a good time. You must remember that social media is largely an informal medium. Posting too serious of a content in it may not be a good strategy. In social media, it is important that your followers feel a connection to your business or brand. This is why down-to-earth and is easy-to-relate-to posts work best in social media.

4. Not being transparent

As mentioned earlier, social media is all about making connections. This means that people following you in sites such as Facebook or Twitter is expecting some openness and transparency. When they visit your Facebook page, for example, they would expect to see more than the usual marketing and promotional images and posts. They take social media as an opportunity to get “close” to companies that they otherwise won’t have access to. So if you are not being transparent in social media, then you will be disappointing a lot of people and may lose followers in the process.

Do you have to post every single thing that is happening to your business? Of course not. But you need to provide people the sense that they are being welcomed into the inner life of your company. By doing so, you would be regarded as a company that is worthy of being trusted. Studies have shown that people are more inclined to support businesses whom they trust. For more insights on the issue of trust and social media, you should read Rob Petersen’s article.

5. Not being consistent

There are two ways to be inconsistent in social media. One is not being able to sustain a social media campaign and the other is not being consistent when it comes to the messages that you put out. It is easy to get started with a social media campaign. This is because working a new medium is always exciting. What is hard is to sustain that same level of excitement. This is why you see many companies start strong in social media sites, posting several times a week or even in a day. But as the weeks and the months go by, you notice their posts dwindling to just two or less every week. This is a big no-no because dropping out on a social media site can leave your followers feeling abandoned.

You should also be consistent when it comes to the messages that you post on social media sites. Kevin Claveria, who works as a social media marketing assistant, reminds us though that “consistency shouldn’t come at the price of flexibility. You should continue to experiment with different social media tactics, and you should consider re-evaluating your strategy once in a while.”

It is important to hire a particular person or team to handle social media marketing for you. Having different messages on social media can leave your followers feeling confused and alienated. The messages should always be tied to the core characteristics of your brand. If you sell apparel for kids, for example, then it is important to use a voice that is attractive to children.

6. Not focusing on one or a few social media site

Because of the number of social media sites around, it can be tempting to be in all of them. When it comes to social media marketing though, more is not necessarily better. You should still put more emphasis on quality over quantity. Mr. Relander’s advice is to “only choose the networks that have the most targeted prospects and the largest audiences.” There is a misconception that all social media sites is an ideal marketing medium for all types of businesses. While it is true that social media sites such as Facebook and Twitter are perfect for all types of businesses, there are some sites that work only for certain types of businesses. Instagram, for example, is ideal for business-to-consumer companies but not for business-to-business enterprises. Similarly Linkedin is a great B2B social sites but not necessarily good for the B2C businesses.

Being in many social media sites can also take up plenty of your company’s resources. Just to manage all those social media sites alone would take up so much of your company’s time. So instead of spreading your marketing efforts thin on many social media sites, the better thing to do would be to choose one or a few social media sites and then focus your efforts there. You may want to know how you can choose which sites to post to. You can go with popularity. You can also do some research to know where your target market is.

7. Not using Visuals

Between a post that has a photo in it and one that is all text, which do you think will people notice? It is a no-brainer right? Social media sites are visual mediums. This is because the Internet itself is a visual medium. In Twitter, for instance, Ms. Smith says that “Tweets that include an image have 200 percent more engagement than tweets without images.”So if you are not using images on your social media campaign, do not wonder why very few people are following or engaging with you. It does not matter how good your message is, if it does not attract the attention of people, then it will just be wasted.

You just need to know a few things before you post images online. First of all, use original images as much as possible. If you are using other people’s or company’s images, you should make sure that you have the permission to use them. Otherwise, you can get your business in trouble. You should also make sure that the images you will use is relevant to your brand and to your message.

8. Not linking social media to your other Web properties

While social media sites such as Facebook can serve as a stand-alone marketing medium, it would still work best if it is integrated with your other Internet properties. “Not connecting these accounts reduces the amount of reach each asset has separately,” says Ms. Smith. If you own a blog, for example then you should always syndicate your post on your profiles. And in your website or blog, you should include social media buttons to make it easier for people to “like” or share your contents and follow you on social media sites.

Your social media marketing should be a part of a bigger marketing plan or strategy. You should not treat is as an island. Stay clear of the mistakes above and for sure you will succeed with your social media campaign.

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The Seven Biggest Online Marketing Mistakes

ve been traveling more than my fair share recently to supporting our latest book, “Waiting for Your Cat to Bark?” (due out next week). It shouldn’t surprise you to learn that no matter whom I talk to, no matter the company, product, or service , whether it’s business-to-consumer (B2C) or business-to-business (B2B), online marketers are running into similar challenges. So it goes without saying they’re making some of the same mistakes over and over.

Trying to Manufacture Word of Mouth and Viral Effect

To lift brand exposure, marketers are resorting to some of the goofiest and phoniest campaigns. Although typically entertaining and sometimes even viral, these campaigns fall short in one of two areas: they either lack relevance to the customer to move beyond entertainment or lack a significant association with the brand or product. So if you aren’t selling more or at least endearing customers to your brand, what’s the point?

Does this really help Gillette sell more razors? Certainly not any more than Chihuahuas help sell tacos.

The only profitable way to harvest word of mouth is to provide customers with a product or service experience that’s worth talking about.

Anything short of that is a cheap gimmick.

Getting the Right Answers, Taking the Wrong Path

We see this more and more. Many marketers are learning what information customers need to gain purchasing resolve. They write the content, create pages (we call these pages points of resolution), but they fail to properly link to that content so customers can actually find it on their natural path through the Web site.

Planning better persuasion scenarios solves this. You just needed to stand over my shoulder watching me try to buy a new lightweight laptop this week to fully understand this. Try finding a 5 pound or lighter laptop with a high-quality video card.

Expecting Customers to Behave Like They Did Before the Internet

It’s still unsettling how little some companies have changed their marketing outlook in spite of the new media landscape. They mistake using new media for taking a new marketing approach. They misunderstand the nature of new media vehicles and how customers behave differently because of them.

Prospects have more control than ever: more choices and more information. Yet companies still attempt to spoon-feed the public a flavorless, neutral, old-time ad campaign. Then they’re confused when people ignore it or spit it out.

The new marketing world order is about relevance, not about traffic, reach, or message posturing. It’s not just getting your message out there. It’s about being real and saying something true and meaningful in the most compelling way possible. Laura Reis of “The Origin of Brands Blog” shows us a great example of how Weber grills hit the relevance target.

Lacking Relevant Messaging Across All Customers Segments

Many marketers still seek that silver bullet message, the one message that resonates with the entire audience.

Give up. There is no silver bullet message.

Although you can find a big message that will resonate with a large segment of your customers, you’ll always leave a significant portion of prospects cold or indifferent. Some may be perfect customers for you but need to buy and be sold to differently.

One advantage of the new media landscape is customers take different angles as they approach a product category. You can saturate these angles with relevant information for each different type of buyer. Persuading these segments could mean the difference between meeting marketing goals and not.

Unless, of course, you can afford to leave significant customers segments on the table. If you can’t, try creating personas.

Approaching Best Practices as a Religion

Beware of best practices. Typically, they’re born out of successes gained under very specific circumstances. Many of those circumstances may not apply to you or your marketing situation.

The online channel is still way too young to have established best practices. It’s like studying medicine for 10 years then declaring you know all the answers.

Mistaking Traffic for Results

As I’ve been writing quite a bit recently, companies are still able to buy traffic and, in essence, buy themselves top-line business, but this is quickly becoming too expensive to maintain.

Average conversion rates are going down, and online traffic costs are moving skywards. Businesses must learn how to do more with the traffic they have and find ways to attract even more qualified traffic. The only way to do that is to better understand that each visit and click are a person with real needs and real motivations. How well does your marketing speak to each person? What brand impact does the experience have on these typical customer groups? How concerned are you with persuading them to your product? Or would you rather just have their attention? Why not both?

Settling for Incremental Improvements

Of all the things that frustrate our firm, the biggest is how comfortable the online industry is becoming with tremendously low conversion rates. The most recent Shop.org State of Online Retailing reports that in 2005 the average conversion rate dropped again from 2.6 percent to 2.4 percent. If we were in direct mail marketing, we’d celebrate a 2 percent return, but the online channel is night to direct mail’s day.

Online, customers are in control; they’re task oriented, and with every search term they type or hyperlink they click, they reveal more about their intent. We can literally watch as they pull themselves through the buying process, yet we’re losing conversions.

Something’s wrong. There’s a widening chasm between buyers and sellers. And in this age of superior technology and unprecedented interconnectivity, that’s criminal.

 

Make it a great day!

Adele & Christina

Virtual Marketing Empire

 

Do you offer home based business opportunities?? Get more exposure here!


The Worst Mistakes To Make On Social Media

The Worst Mistakes To Make On Social Media

 

Image via blogs.technet.com

This is a quick tip, but it’s a very important one. You’ve likely noticed that your social media apps allow you to log in with more than one account. Simple users only have on Twitter account, but when you’re taking your business to the internet for more exposure, you’ve probably created a Twitter account specifically for it. You’ve got business and personal matters getting too close for comfort.

Remember:

  • Review what you post before you send it off into the internet. Once it’s there, it’s as good as permanent no matter how quickly you delete it.
  • If you post something inappropriate and you have amassed an audience, you’d better be ready for the backlash.
  • Always, always, always double check to be sure what account you are posting to.

Using social media for business is a lot of fun, but you will realize that your tone is very important and you don’t want to say anything that could cause people to form an incorrect opinion of your business brand. For most people, there’s a huge difference between who they are and what they want their business to represent. Branding is important, so the way you speak online is going to say a great deal about what happens behind the scenes.

Always be aware of what you are posting. If it helps, you might have two cell phones, one for person use and the other for business use. The business phone can be the one that remains logged into social media business accounts so that you make no accidents when posting updates and photos. You wouldn’t want to confuse people when they suddenly see a picture of your grandmother on your business’s Instagram account.

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Make it a great day!

Adele  & Christina

Virtual Marketing Empire

Get listed in the biggest home based business directory and marketing platform now! Get your opportunity noticed.