2020 was a watershed year for small business owners. Many were forced to close their restaurants, salons, retail stores, and fitness studios because of COVID-19 restrictions. In response, they had to get creative with their operating models and rethink how to approach social media marketing.
If you can relate, you may be wondering how you can make sure your business stands out in this new reality. It can be challenging to create effective social media content and reach your target audience if you’re an online newbie!
Well, we’re here to help you avoid some pitfalls. Here are four common social media marketing mistakes to remember when you’re creating your social small business strategy and content.
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Focusing on quantity over quality
Just because you’re on social media doesn’t mean you’re being effective. You don’t have to post every day, and you should never post content for the sake of it. If you don’t feel inspired to share something valuable, then don’t. Period. Your business also doesn’t need to have a presence on every channel (and there are a lot these days!). Social media marketing requires time and commitment, and as a small business owner, you have enough on your plate without wasting your time on mediums that don’t result in ROI. Consider which channels are performing best for your business and maintain those consistently. Then phase out the ones that aren’t bringing you the traction you need.
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Sticking to one type of content
Posting identical content across multiple social media channels just doesn’t cut it anymore. Each social network has different demographics and nuances. What your audience ‘likes’ on Instagram isn’t always the same thing your followers will retweet on Twitter.
Different channels require different strategies. Focus on creating unique social media content that successfully caters to each social media platform you’re using.
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Not planning and scheduling content in advance
While you should sometimes create and share content on the fly, it should never be your primary strategy. Why,you ask? Without a tactical calendar in place, your content may miss the bigger picture and wind up falling flat. You may forget important marketing topics and promotions if they aren’t mapped out ahead of time. Try using the free all-in-one business tool for Facebook and Instagram or investing in a more comprehensive scheduling tool.
At One Part Social, we’re big fans of Social Pilot to help create and publish content, view analytics and build reports. We recommend keeping your scheduling plan within a monthly time frame and leave space for news and current events that could pop up.
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Failing to engage with your audience
Posting consistently on social media is not enough. In an age where face-to-face customer service interaction is declining, any question, comment, or DM you receive through your company’s social media channels should be considered your top priority. Block out time in your schedule at least once a day (if not twice) to review your social media channels and respond accordingly. In doing so, you’ll build trust, and your fans will know that you’re receptive and listening. And, don’t forget to engage with other content. Offer thoughtful comments and share posts that would be helpful for your industry’s audience.
Want to stress less about making social media missteps? We can help. Contact us today to find out how we can make 2021 your best year yet.