Social media, as we’ve witnessed it grow over the past decade, has proven to be an effective tool for brands when used appropriately and strategically. With a clever idea, the right message and a little bit of luck, just about any kind of content has the potential to go viral, catapulting your brand into the spotlight and generating buzz for your product or service that can be far more valuable in the long run than just about any other form of content marketing.
Companies are spending more time and resources than ever on marketing via social media and they are quickly realizing that the marketing opportunities that social media provides are extremely valuable. But that value can only be harvested if you execute your social media strategy soundly and adopt a consistent approach to marketing via social media channels. Here are five of the most common mistakes that B2B companies make when marketing through social media, and how you can avoid them:
- Wasting your words. On many of the popular B2B social media channels like Facebook, LinkedIn, and especially Twitter, attention spans are short and getting even shorter – which is why it’s all the more important to make sure you take the limited time and space that you have to really engage with your audience and get your message across clearly and consistently. There’s no time for frivolity when it comes to social media marketing – at least when you’re just beginning to spread your wings and build an audience. Of course, if you are already well-entrenched in the social media sphere, you’ll have a bit more equity to work with. But in order to build that audience, you need to focus on not wasting your words and offering your followers something of value – whether it’s content, business resources, promotions or a helpful tip.
- Not posting regularly or having a consistent long-term plan. A truly successful social media marketing campaign takes a lot of time and persistent hard work to come to fruition. For most B2B companies who enter the world of social media to launch their own campaigns, building a substantial follower base isn’t something you can accomplish overnight. Instead, you need to come up with a long-term plan that maps out your social media activity across all platforms. The key to building an audience through social media is to be consistent and post regularly. You want your audience to know that they can count on to reliably provide them with content that adds value.
- Being overbearing and over-sharing.On the other hand, it’s very easy to get too overzealous when it comes to social media. Sometimes, the excitement of diving into a new type of digital marketing platform can be a little overwhelming and some B2B companies make the mistake of bombarding their small, but growing audience with multiple tweets, Facebook posts, LinkedIn posts, and blog posts each day. Your audience needs to know it can rely on you to provide meaningful content, but it also doesn’t want to be beaten into submission by content. Posting too much can come across as too eager or overbearing and you can dilute your message in the process, making it more difficult for you to accomplish your goal – because much of your audience may end up tuning you out.
- Not interacting with your audience or building relationships.An important part of networking and building an audience through social media is how you interact with your followers and cultivate relationships. Asking your followers questions is an easy way to engage with them and become acquainted with some of the more common problems that your particular audience faces on a regular basis. This will allow you to get a good understanding of what their needs are and how you can provide them with solutions to their problems.
- Too much self-promotion. A little bit of self-promotion is what social media is all about. After all, it’s a widely popular form of communication that allows you to have your voice heard by hundreds or even thousands of people at once. But nobody wants to only hear you talk about yourself all the time. It will get to be monotonous if all you do is tout your company’s accomplishments all day, so try to stay away from the shameless self-promotion. Instead, go about it modestly and focus more on addressing the needs of your customers – provide them with useful information by the way of educational blog posts, white papers, case studies or other helpful resources. If you execute your social media strategy correctly, there’ll be no need for endless self-promotion, as your social media presence will take care of that for you.
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