Grow Out of these Social Media Marketing Myths before they affect your Business
Social Media has become the universal buzzword. With 71% people online using social networks in 2017 and around 2.77 billion estimated social media users in 2019 worldwide, marketers have a whole new scope of user engagement and limitless possibilities on social, especially as more and more people engage with social networks on their smartphones and tablets.
Social media platforms offer you opportunities to connect with your target audience globally and interact with your customers on the channel that they are. In fact, social media has become an integral method of digital marketing and opens up avenues for business owners to design and execute marketing strategies and experiential campaigns. However, with several benefits to social media, there are also presumptions about marketing on these channels and what it will do for a business. In fact, marketers often base their strategies on these misconceptions about social media marketing.
We attempt to demystify these myths so brands can truly understand what social media marketing entails and how channelized social marketing efforts can drive both local and global business. In these competitive times, it is more than necessary that brands identify the roadblocks in targeted social media marketing so the pre-formed notions can be debunked and brands can make the most of their marketing initiatives.
Here are some of the myths that need to be countered:
1. Social Media Presence Means Being Present on Every Channel
Every social media platform is unique as it focuses on different set of users, and works on a niche ideology. All platforms are not meant for all types of businesses as users belonging to different demographics use different social media channels and hosting your campaign on different networks doesn’t mean more traction and better web traffic. You need to know and find where your customers are – that is, the social media channel they use and their personas. When you know the kind of niche audience you are targeting, your buyer personas and where to find them, you’re more likely to engage them in your brand’s offerings with a specialized strategy. Go slow and build your presence only on the social channels where you can meet your target audience virtually.
2. Same Marketing Strategy and Single piece of content works on all Channels
Social media is usually treated with ‘one size fits all’ rule. Truth is, it never works like that. A video-based content that gets you a lot of likes and comments on Facebook might not get similar traction on Instagram, for example, as the latter is known more for pictures. You need a slightly different approach and a whole new strategy for each of these social channels so that they appeal to the different audiences and formats. A different marketing strategy for the same campaign or a slightly formatted content for example, an infographic instead of simple statistics, can take up some more time and resources, but it’s every bit worth it. Your repurposed and strategic content can have more value for the audience, no matter where they view them as they will acknowledge how well-thought out your social posts are.
3. Social Media has nothing to do with your website’s look and feel
The whole process of website development, optimizing search engine results, content creation, branding, content marketing and social media marketing are all a part of digital marketing and are all correlated to each other. If your website isn’t intuitive and functional and doesn’t have SEO-centric content, it will not feature among the top results on search engines, will get less traffic and even if your social media marketing efforts are on point, when people are redirected from your social update to your website, you may not be able to retain these site visitors for long.
All the content created for your website and even for your brand’s social media channel needs to be focused on your branding efforts and at the same time, not sound like a sales pitch so you can engage your customers and provide them with something meaningful and relevant while driving sales for your business. When the entire digital marketing solutions for your business are in place, your social media reach increases manifold, enriching your online brand reputation and overall brand awareness.
4. More Hashtags and more followers means “I’m doing it Right”
Hash tags help to categorize your post and may even add more meaning to it by bringing people together on those conversation threads. However, they are not and cannot be the ultimate strategy you use for your social posts. If your updates are replete with hashtags and on a frequent basis or worse, they can be easily misread or have an offensive tone, it may create a negative reputation for your brand’s web presence. Use them tactfully to spread a message, unite people on a common ground, resonate with your audience’s interests or simply add to your post. #ShareACoke by Coca-Cola became a viral hashtag campaign as it personalized the coke bottles with labels and made gifting and sharing a coke nothing short of an event.
Similarly, having more number of followers doesn’t really mean anything except that you are popular on a certain social media channel. But, popularity doesn’t guarantee customer engagement and a better brand–customer connect. It’s only worth it when these followers convert to being your customers who like and recommend your brand both online and offline – then is when you become truly popular and visible as a brand.
5. Marketing on Social Media comes at No Cost
To all those marketers who think that social marketing is for free, nothing in the world is! While you can have organic campaigns on social media, they might not lend a good traction always. At this time, it’s the sponsored posts, ad spends and paid campaigns on social media that come to your rescue and help you get a better ROI.
6. Social Media is meant for the young and has no business value
A research shows that 40% of Facebook’s active users are over 35 while 52% of 55-64 year old internet users are there on a social network. Social media has engaged people from all age groups the world over and will continue to do so in the future. Meanwhile, 42% of companies have acquired customers through Twitter when they have used the channel for marketing while 41% of businesses have got the same success from Facebook. Social media marketing is likely to generate more leads and better revenue. For 50% of businesses, consumer satisfaction has increased only through social media while 24% of businesses have actually got increased revenue when they leveraged social media to generate leads.
7. Social Media is good for a Sales Pitch
People like to use social media to connect with their friends and acquaintances and also to find interesting and relevant content. So when brands use social media to promote their business without really adding any value to the customer’s life, it’s annoying and customers may even want them to disengage with your brand. Rather, if brands post and share a mix of effective, valuable content about something relevant to their industry along with some promotional call-to-action content, it’d do better with customers.
8. Measuring your Social Media Performance is a Far-Fetched Idea
No, it isn’t! With tools such as Google Analytics and engagement numbers on Facebook and LinkedIn, besides other social media marketing tools, you can easily map out the number of likes, comments on your brand’s social profile, conversion rate and your overall performance. This further helps you to ascertain the revenue you’ve managed to generate through your social media updates.
9. Social Media is enough by itself, I don’t need a Website
Social media is a powerful tool, yes, but it is not a singular medium for your business. Your website is the face of your business and needs as much of your time and resources, if not more. If social media marketing needs you to work at it regularly, so does your website building as this is usually the first place where your customers come to know what your business is all about. So it becomes obvious that directing people to your website is often the way you can attract and retain customers, generate leads and grow your business. You can further link your social posts to your website for better traffic and top presence on search engine results page.
10. Posting as many updates on social media in a day will drive success
Social media marketing too has its best practices and posting at optimum times for each network is as significant for your business as is valuing quality over quantity. Continuous posting on social media especially on LinkedIn and Facebook does not allow the time for engagement to really happen over the first update of the day and portrays you as a little desperate for attention. However, you can post a series of tweets related to the same topic in a day’s time. Schedule your social media posts according to the days and times when you know that the content will do well (yes, there are peak times when a certain kind of content does better than others). Then identify and analyze for yourself what your posting schedule should look like.
While recognizing that social media marketing gives you a chance to have a wider reach, it will not deliver the desired outcome if you live with any of these myths. But along with myth busting, it’s imperative to consistently engage your target audience with marketing efforts that provide value to them. We research and understand your business goals so as to come up with a social media marketing strategy that is unique to your campaign as well as to the social network and increases your brand visibility. Our team of professional experts at Ebusinessmaps are well-versed with the whole nine yards of digital marketing – from SEO solutions to content marketing, website development, logo design and e-commerce web solutions so when we say that social media marketing efforts need other supportive tools for a truly remarkable web presence, we also know how to help you achieve that. We pride ourselves in being the best digital marketing agency with a strong presence in UK, Ireland and Australia and know that while a professional tone is required in each of your social update, they also need to be humane to connect with the audiences on personal and emotional levels.