“We have to be on Snapchat”, “Everyone is on Instagram”, are often phrases that you hear. However, the need to be on every single social media platform is a myth. As with the foundations of inbound marketing, brands need to understand their target audience, where they are in the buyer’s journey, and what kind of engagement the brand wants with their target audience. This blog will discuss the mistakes that digital marketers should avoid while practicing content marketing and social media marketing.
Do your research on determining where your target audience “live” online. Those are the social media platforms that you should invest your time and effort on. If your audience do not use the platforms for entertainment purposes, information gathering purposes or just for fun, then, there is no point creating and posting contents on platforms that you know your audience will not use.
Creating a piece of content (e.g. blog) and shared that on all the social media platforms without changing the format. That’s a big no no. Every platform is designed to cater to certain type of content. For example, if you have an Instagram account but you keep posting quotes, that will not work in your favor. Users go on Instagram to look at images and pictures. For example, JINS is a eyeglass store that uses Instagram to show how those eyeglasses look on people’s face. While they have a new virtual try-on the feature now, it does help if you can see how it looks on people, not only by their face feature but also the clothes that they pair with.
Not being active on social media is a big downfall for many brands. When you have a social media account, consumers will only visit and follow only if you have regular content updates. If there is little to no updates, consumers will not be receiving the information that they need. Uninformed consumers will lead to frustration and regret. In addition, consumers may also think that the brand is not up-to-date with recent trends in the industry. Here is an article from Buffer, providing the ideal frequency for social media posts on the respective platforms. Sprout social provides information on when to post. Posting content at the right platform at the right time is important because consumers tend to have a trend on when they visit what on each respective platforms.
Consumer-generated content is extremely important and it is one way in engaging your consumers and be co-creators and co-producers of your service or product. However, consumer-generated content is not just resharing content posted by your consumer, it is about acknowledging what they are doing for you. Yes! Increasing brand awareness fo your brand! They are your advocates, so treasure them. It is important to note that you gain permission from the original author of the post. I am talking about sending them a DM and asking for permission and not just crediting them by tagging them.
Having a content marketing plan is vital to a brand and to a company. Once you have a content marketing strategy planned out and posted, the next thing is to measure each content’s effectiveness. Conducting an analysis of your content marketing effort will help with creating and developing new content that is attractive to your audience. For example, if your audience is interested in “how-to” guides for a product, plan to have content that does that. It could be in a video-format (preferably) or a step-by-step guide. In addition, it will also inform you as the content marketer when (time of the day) and where (which social media platform) to post the content.
The above are brief guides on what not to do with your social media platforms. Consumer behavior evolves over time, and we can see that happening with different age groups. For example, young consumers like short video clips with background effects and pop music, while the older generation consumers enjoy a piece of content that has both content and a story. Being vigilant in how consumer behavior change is important because it will affect the way you write your content to attract and inform your target audience.
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