With over 3.6 billion people using social media platforms and its continuous increase in users joining daily, it is quite certain that the social media industry will continue to rise for decades to come. Social media platforms help brands connect with customers, both existing and potential. Its benefit ranges from brand awareness, a boost in sales, improved brand loyalty to inbound traffic and so much more. In this digital age, it is advantageous for your business to make use of these platforms.
When your business uses social media platforms the right way, it leads to a general increase in customer base and sales. If mistakes are made, it could damage your social media presence, resulting in a decrease in sales. Businesses have to take their social media very seriously, and that’s why you need to read this.
In this article, I’ll be sharing with you Five (5) Common Social Media Mistakes Businesses Make.
- Inconsistent branding
When your brand is inconsistent with its messages across social media platforms, it makes customers perceive the brand to be untrustworthy as it creates confusion in the mind of customers.
Branding consistency helps to differentiate your business and make you stand out in your customer’s minds. It gives your business a personality and identity that people can relate to, delivers your key messages, and promotes customer loyalty. You should be consistent with your logo, signature colors, key messages, language, tone etc. When this is done properly, it has a positive impact on your business but otherwise, it damages the reputation of your business and leads to a decrease in customers, and therefore affects sales negatively.
- Failing to identify your target audience
One of the most important pieces in marketing strategies is identifying your target audience. Before branding your business, you need to define your target audience, if you do not understand this, your results will be disappointing.
Knowing your target audience gives you a direction for your brand and ensures consistency in your messages, so you can build a stronger relationship with your customers. Your target audience is the specific group of people you expect to purchase your products or services and you can identify them using different methods such as creating personas, using google analytics, analyzing customer base, and carrying out client surveys, etc.
After identifying them, you can begin creating content that relates well with them and thereby driving sales to your brand. You will sell better if you know who you’re talking to.
- Buying followers
Although buying followers might seem like a good idea, I strongly advise you to strike it off your list. You might want your brand to seem popular but it is not the right way to go. Your followers should be people who are interested in your brand, but when you buy followers that simply defeats the goal.
The social media algorithm for nearly all the platforms shows your page and its content to people similar to your followers. When you buy followers, your page will be seen a lot of people, but not necessarily the people who need what you’re selling. Not just that, when you buy followers, half the time, they’re not even real accounts.
Buying of followers could also get your page banned or flagged which leads to a decrease in interactions with your brand. You need to carefully grow your page to identify your target audience.
- Not engaging followers/customers
Using social media is a two-way street, to drive interactions, you also need to interact. Interacting with your customers creates a friendly personality surrounding your brand and this is important because more engagements lead to more awareness which in turn leads to an organic generation of sales for your business.
Not engaging followers sends off a message that your brand is not interested in building a relationship with its community. This should be avoided at all costs. Plus, just like in a physical market, you sell better when you reach out to customers.
- Not tracking results using analytical tools.
Social media is a great tool for promoting your brand and tracking your progress. Everything done should be carefully measured and tracked using analytical tools.
Analytical tools are tools your business needs to make accurate decisions that are most likely to impact your business as they help you improve sales and profit. When done correctly, it has a chance to have a positive impact on your brand as it provides a competitive advantage.
Not using these tools will affect decision making which might harm your brand. Feedback is always good, and social media analytics is very accurate feedback.
Using social media platforms is quite beneficial to businesses if used correctly, but if used carelessly, it can harm your brand. To remain competitive, you must effectively use social media to connect with customers. So, remember to avoid these mistakes and you can keep your business active online, and keep from wasting resources on social media and losing potential customers.
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