Be it an established business or a small local business, social media marketing is something that you cannot ignore. Social media allows immediate interaction with customers. When done right social media has the potential to build your brand community, grow your customer base and increase ROI. To run social media marketing campaigns that help you build real and meaningful relationships with your customers, you need a proper strategy. But often people get lost in the routine of social media posts that they forget strategic goals.
Here we discuss common mistakes in social media content planning so that you can avoid them:
- Randomly posting on social media without a plan: Social media marketing isn’t just about creating random posts. A comprehensive social media plan should include a clear list of goals and objectives, an audit of your existing social media presence and building a social media calendar. Having a strategy ensures that there is consistency in regards to posting schedules across channels. This also helps in avoiding a last-minute rush to find content to post.
- Sharing stock visuals: When it comes to social media platforms, visuals are important to drive engagement. While it’s good to share your existing content or using stock visuals, you should also invest in creating images and videos that are specifically designed for social media. Customising images to personalise them for your brand and audience increase the likelihood of people sharing your content.
- Sharing your content only: Besides generating high-quality content, it is equally important to share content uploaded by other brands. For instance, you could share a useful infographic shared by another brand. Besides that, you can curate user-generated content. According to the Nielsen Consumer Trust Index, 92% of consumers trust user-generated content than traditional advertising. Use reviews, hashtag contests and videos by users to your advantage. User-generated content helps in building your brand image.
- Posting the same content across social media platforms: Sharing the same content on social media may seem convenient and less time-consuming. But they may not get you the desired results. Share unique content for each social media platform as they are designed for different audiences with different expectations.
- Not tracking the posts’ performance: Your business’ ability to build a following and convert customers depends on the performance of the social media posts. By analysing the social media posts, you can see which types of posts receive the most engagement. There are several tools that can help you track page impressions, tally up clicks, measure follower growth, evaluate engagement and assess content performance much more. Use this information to build your content strategy.
- Not analysing competitor’s content: A very important part of your social media strategy should be taking inventory of competitors’ content. How frequently are they posting, what kind of content are they posting and analyse which types of content are working for them. Look at the quantity and quality of the content. All this will arm you with data that can help you decide which things to avoid and gaps you can fill.
We hope you find the above information useful in creating content that helps you to stand out from the noise. Navigate the social media landscape using our expertise and knowledge. As an award-winning digital marketing agency, we can help you work towards a social media content strategy that involves tried-and-tested best practices of your industry.