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7 Social Media Marketing Mistakes You Must Spot And Correct Now

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imagesSocial Media Marketing is an integral part of marketing strategies today for almost all business, be it big or small. Now the question is why. Is it just a fad that will die sooner or later or is it something deeper than just what appears on the surface. Well, social media is just another means of reaching out to customers just like bill boards, sign boards or any other conventional marketing methodology but with a slight different rules of the game. We have to be present on social media for a simple reason that our stakeholders, potential customers, employees and all relevant people are there on social media. Social media is a tool to enhance visibility among audience, build relationships and loyalty for the business, educate audience about new products, fads, inform them about some precautions, some instructions, some conversations and essentially establishing engagement. While all businesses are trying to be the best in this social media marketing treadmill, but it is unlike the battle of survival of the fittest. Social media has ample space for everybody and businesses should try to make the best use of the media while it is still in spotlight. A lot can go wrong when brands use the media for purposes which they are not meant for. There have been some mishaps in social media marketing as well. For example, Dettol India Facebook contest failed to garner the response that was anticipated out of it. Similarly, Ramond India Mother’s Day celebration on Facebook could not make much of a mark. The learning involved while studying these failed attempts is important. So here are a few guidelines which shall help in avoiding mistakes in social media space:

  1. Underestimating the impact of social media marketing– The first step in making inroads in social media marketing is realize its reach. Marketer has to fully understand that social media marketing in no longer in experimental mode but has practical consequences. Marketers must perceive its impact so as to be able to leverage it to its optimal level. It is a common practice among B2B companies to be reluctant to use social media marketing so their business especially in India. B2B companies are of the view that since the average value of their products is high, they are not going to find quality leads in this social media space. But, if the truth be told, social media is much beyond sales, it is about building trust-worthy relationships with potential customers. One can begin with inviting existing customers to social media channels.
  2. Generating leads– Generating leads is one of the tasks of social media besides acting as a customer support center, meeting potential recruits, public relations and managing reputation in internet age. For generating leads, business must have clear Call-To-Action forms, which further must be complemented by offline marketing teams. Once social media marketing has done its work of getting an educated and informed potential buyer, completing the sale is the responsibility of other departments. CTA forms should be as specific as it can get and should even give the customer  the opportunity to request a callback from the business.
  3. Social media complements offline marketing– Social media marketing is incomplete in itself to produce business just as any other department of business is like production. Social media marketing has to be harnessed together with offline marketing ways to achieve  sales target. Social Media marketing should not be mistaken as replacement of traditional marketing. It simply adds-on considering the socially connected lives we all live these days.
  4. Promoting brand’s product list persistently– This will surely turn off the audience in a very short span of time. Marketers need to know a very fundamental thing which is that people don’t come to these social media sites for listening to their product’s benefits and the like. They are there to share their everyday life experiences, petty events of their life, etc. If in the process of conversing with them, brands can add efficiency to their lives with usage of their products, it can be a big hit. So, its more of an art than a science.
  5. Understanding the different social networks– Different social networks have their different USP’s. That is the reason they exist in the first place. For example, Facebook and Instagram are more of visual platforms where images shall have a greater impact than content. Similarly, Twitter has a difference audience altogether. Marketers should understand the nuances involved and proceed accordingly. One more important point is that one size fits all approach where the same article and image is posted on all platforms will simply not work. This will waste time of marketers and reduce effectiveness of posts, both at the same time.
  6. Giving adequate time to social media show results– As every new effort takes its time to show its results, so is the case with social media. If marketers are not taking into account requisite time to be able to see its impact, they are surely going to be disappointed. Social media is a long term concept with probably no short term impact. Being patient is the key. Wait and watch strategy might work very well initially which gives marketer enough experience to decide what works for the brand and what does not.
  7. Hiring well informed marketer– All social marketing strategies after all have to be implemented by social media marketers. Marketers of the day should be well-versed not only with conventional selling techniques but with modern day practices of social media as well. Marketers who are unaware of the impact of social media should be given appropriate training so that they are able to make use of it in the most effective manner. Being social is buzz word these days and brands can make use of the fad, if it is, with its updated social media marketers.
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