As of 2018, there are a total of 3.196 billion users of social media around the entire world, which is about 42% of the Earth’s entire population.
And at this point, it’s not slowing down.
To be able to tap into even a small fraction of that can do wonders for your business. For that, your social media marketing strategy needs to be on point. You can find many resources online that can help you create and refine your social media marketing strategy. You just have to know where to look.
But even with the vastness of information and the extent the subject matter is discussed online, quite a few misconceptions still exist about social media marketing. Here are some common notions that we’d like to clear up because they’re totally wrong.
1. Building a good social media presence means I should cover all available channels.
Having a presence on all social media platforms can theoretically boost your online reach, yet it is not always a guarantee. The fact is that not all social media platforms are created equal – some channels may be better for your brand than others.
Different social media channels attract different audiences. Before you select the social media channel you intend to use, determine who you intend to target. Study the demographics of each platform and identify strategies that can help you reach them.
Once you’ve selected a channel, focus your valuable time, money, and effort on that channel. Your valuable resources are better off used on channels that allow you to have the most reach among your intended audience. These are the channels that enable you to reach a larger, more brand-appropriate audiences and generate the most returns from your efforts.
2. All I need to build a presence is my own page.
One common misconception by a lot of brands is that in order to build a social media presence, all they need to do is have their own page and just post updates there. As the old saying goes, “build it and they will come.”
Unfortunately, the old saying isn’t applicable to social media. Merely having a page to represent your social efforts isn’t enough to attract your intended audience. A social media page is like the human body: it needs to have a soul to be truly alive.
A social media page needs to develop it’s a voice – a personality. Because the page represents the business, its personality needs to be aligned with the company it represents. That is why it is important to devote time and effort in publishing new and engaging content regularly. This enables the brand to attract, and retain, followers, which can then be converted into paying customers.
3. Social media is just a business tool that can be used to generate sales.
Social media is a great place to interact with other people from your social circle, your community, or even from other places around the world. With such a large user base, brands can’t help but see it as a giant community of potential customers just waiting for a product or service pitch.
It can be overly annoying for users who just want to socialize, interact with other people, or look at various memes to see their news feed riddled with promotional content from various brands. As a tool for interaction, social media users tend to unfollow brands that over-promote their products or services on social media.
As part of your social media marketing strategy, try to go for a healthy mix of engaging and promotional content. You don’t have to end with a call-to-action 100% of the time. Remember that consumers are more receptive to buying from brands that they trust. Build trust now to generate sales later.
4. Social media marketing is not really applicable to my industry.
For some, social media is seen as something that can cater only to a few industries. With the amount of activity on social media today, you would be hard-pressed to find a single industry not using social media to share content.
Being on social media presents a big opportunity for a business or brand to become a leader in the industry and influence many others. It allows the brand to gain credibility within the industry and gain the trust of the consumers.
5. It’s always about the likes and followers.
Likes, shares, and follows might seem like the most important goal when it comes to social media. While that may be true for the general social media population, the same cannot be said about social media marketing.
The success of a social media marketing campaign cannot be measured in terms of just the sheer number of followers you obtain or the number of likes each post gets. That is why engagement metrics matter more in social media marketing. These metrics focus more on gauging the amount of engagement each post or each ad gains. That way, you gain a better picture of the kind of posts that resonate with your intended audience and how you can better interact with your audience to foster trust and create a bond between you and your audience.
6. Social media is just for attracting new customers.
The main reason brands turn to social media as a marketing tool is indeed to expand their reach and attract new customers. But that should not be the case. It should not end there.
In the age when interactions matter more than pitches, social media has evolved into a channel to nurture each lead gained. Not only should social media be used to attract new followers, but it should also be used to constantly engage and interact with them to build a relationship. Customers are more willing to listen to what you have to say and buy whatever you have to sell when they trust you.
Engage with your audience. Listen to what they have to say and respond. A brand that is willing to listen and cares about their customers is always worth patronizing.