Having a strategic social media marketing plan is crucial for brands today. However, many businesses make mistakes in their approach that hinder results.
One of the most common issues with social media marketing plans is a lack of clear goals and objectives from the start. Without properly defining what you want to achieve, it’s impossible to execute an effective strategy.
Let’s explore some of the top problems that prevent success on social platforms, and how you can avoid them.
Lack of Clear Goals and Objectives
Perhaps the biggest downfall of most social media marketing plans is no defined goals or call-to-actions. This stems from a misunderstanding of how social platforms function.
Importance of Having Goals
Every marketing initiative needs concrete goals and objectives. This gives your efforts direction and allows you to measure progress.
Your social media goals should align with your overall business goals. Do you want to increase website traffic, generate leads, boost brand awareness, or make more sales?
Examples of SMM Goals
- Generate 500 organic leads from social platforms in 6 months
- Increase brand awareness and reach 100k Instagram followers this year
- Drive 20k monthly traffic to our site from social referrals
- Promote new ebook and make 500 sales in first month
Define 1-3 specific, measurable goals before creating content or implementing tactics.
No Measurement or Tracking in Place
Another common downfall is having no analytics or tracking set up to monitor the performance of social media efforts.
Why Tracking Matters
You can’t improve what you don’t measure. Analytics allow you to see what content resonates best with your audience and which platforms drive the most results.
Tracking key metrics shows you what’s working so you can double down on it, and what needs to be adjusted.
Analytics Tools to Use
- Facebook Insights
- Instagram Insights
- Twitter Analytics
- Google Analytics
- Sprout Social
- Hootsuite
Leverage the free analytics from each platform along with third-party social media tracking tools.
Inconsistent Posting Schedule and Engagement
For social media success, you need to post consistently and actively engage your followers. But many brands fail to do this.
How Often to Post on Each Platform
Research suggests optimal posting frequency is:
- Facebook – 1x daily
- Instagram – 2x daily
- Twitter – 3x daily
- LinkedIn – 1-2x daily
Of course, quality over quantity matters. But regular posting establishes authority and keeps your brand top of mind.
Tips for Engaging Followers
- Respond quickly to comments and messages
- Ask questions to prompt responses
- Run polls and contests to boost interaction
- Share user-generated content
- Leverage hashtags and trends
Social media is a two-way conversation, so encourage engagement.
Not Understanding Your Target Audience
Many brands treat social media as a broadcast channel. But for success, you need to intimately understand your ideal audience.
Conduct Audience Research
Research your target audience demographics, interests, pain points, and values. See where they are most active online. Learn what tone and types of content appeal to them.
Create Buyer Personas
Personas represent your key customer segments. Give them names, backgrounds, goals and behaviors. Then craft content that resonates and provides value.
Catering to your audience’s needs and preferences is crucial for social media success.
Focusing on the Wrong Platforms
Is your brand active on every social site just for the sake of it? This common mistake dilutes your efforts.
Choose Relevant Platforms
Audit where your target audience, competitors and industry spend time online. Focus your efforts on 2-4 key platforms instead of spreading yourself too thin.
Often, quality trumps quantity when choosing social platforms.
Have a Presence Where Your Audience Is
Conduct social listening to see where your brand and keywords are mentioned. Meet your audience on the sites they prefer – even if new platforms emerge.
Jumping on trends without a strategy is unwise, but remain nimble and adaptable.
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Conclusion
Avoiding these common social media marketing mistakes takes forethought and effort. But the payoff of increased brand awareness, engagement and sales makes it worth it.
Take the time to set strategic goals, track performance, post consistently, engage your audience, and focus on the right platforms. With planning and effort, you can develop an effective social presence that fuels business growth.
FAQs
What are some SMART goals to set for social media marketing?
SMART social media goals include: gain 10,000 new followers in 6 months; increase engagement rate to 5% this quarter; drive 500 clicks to a landing page each week. Set Specific, Measurable, Achievable, Relevant and Time-bound goals.
How much time should be spent managing social media for a brand?
For success, plan for at least 1 hour per platform daily. This allows time to create content, engage with fans, monitor conversations, and track performance. The more active you are, the better results.
What tools are best for tracking social media analytics?
Free native analytics from each platform offer great insights. Additional popular tools are Sprout Social, Hootsuite, Google Analytics, Buffer, Iconosquare, and Brandwatch. Use a mix of platform analytics and third-party tracking.
What is the best way to create content for different social platforms?
Tailor content like images, video and captions to fit the strengths of each platform. Post vertical video on TikTok and IGTV. Share carousels and Stories on Instagram and Facebook. Tweets can use text, links, visuals and hashtags. Adapt content accordingly.
How important is responding quickly to social media comments and messages?
Response time is incredibly important – over 50% of users expect a same-day reply. Set up notifications and allot time daily to respond to messages and comments promptly. Quick responses foster engagement and satisfaction.
