There are over 930 million active accounts on Linkedin. On Instagram, there's more than a billion. Over on Facebook, there are nearly three billion active users every single month. That’s more than a third of the number of people on the entire planet.

Our point, here, is that a lot of people have social media. But not only that: so do a lot of businesses. Which means that if you want a successful social media marketing strategy, you have to know how to create compelling and engaging content which is relevant to your audience.

There are many common mistakes within social media marketing which, when made, can hinder your social media presence and impact. In this blog, we will explore the biggest of these mistakes and provide insights on how to avoid them, ensuring that your social media efforts don’t go to waste.

Mistake #1: Going in blind

Like any other marketing campaign, social media marketing is most effective when you’ve done your research and planned your strategy before diving in. Randomly posting content without a clear direction can dilute your brand message and confuse your audience, and you’re unlikely to get your desired outcome from it.

Before developing your content strategy, research your target audience by analysing demographic data, conducting surveys and researching your competitors. Armed with an understanding of your audience’s preferences, interests and pain points, you can develop a content strategy which resonates with them. This strategy should also align with your overall business objectives and play a clear role in reaching them. 

Different social media platforms may call for different content strategies, so make sure you plan your content calendar, define your key themes, and establish a consistent tone and style to ensure cohesive messaging whilst still being tailored to each platform.

Mistake #2: Low-quality posts

Social media is highly visual, and neglecting the importance of visually appealing content can hinder your success. In general, make sure to avoid any low-quality images and generic stock photos, as these can make your content appear unprofessional and fail to capture attention. Invest in high-quality visuals, including captivating images, videos, and infographics, to make your content stand out and encourage engagement. 

It’s also incredibly important to ensure your content matches your overall brand style and voice - you want your audience to see your posts and immediately know they’re from you. This will strengthen your brand identity and help get your message out there. If your main brand colours are blue and green, and your social media is pink and purple, how will people associate one with the other?

Mistake #3: Too many sales pitches

Of course, if you’re tracking how many sales you get from your social media strategy, it can be tempting to make every post into a sales pitch. However, constantly bombarding your audience with sales pitches and promotional content can be off-putting and lead to unfollows, so it’s important to strike a balance between promotional and non-promotional content. Offer value to your audience by sharing educational content, entertaining posts, industry news, and user-generated content. This approach fosters a genuine connection with your audience and builds brand loyalty - meaning your audience will be much more interested in buying from you.

Mistake #4: Ignoring engagement

Social media is a place for two-way dialogue - it offers an opportunity to engage with your audience instead of just broadcasting content. This isn’t found in traditional marketing methods like TV adverts or billboard advertising, so it’s important to take advantage of this to build a stronger relationship with your audience and find out what they want from the source.

Neglecting to respond to comments, messages, and mentions can leave your audience feeling unheard and unappreciated. Make sure to actively engage with your followers by replying to comments, asking questions, and acknowledging user-generated content. Build a community by fostering conversations and making your audience feel valued, and you’ll find your engagement rate will only improve.

Mistake #5: Disregarding data

Another common mistake is not utilising the data available to you through social media analytics. Without tracking and analysing relevant metrics, it becomes difficult to understand what content is resonating with your audience and driving results. You might love what you post, but does your audience?

You can use platform-specific analytics tools as well as third-party tools to monitor engagement metrics, reach, impressions, and click-through rates. Use this data to optimise your content strategy, make data-driven decisions, and justify budgets. A huge challenge in any marketing strategy is collecting key information about your target market, and when you have all this information automatically collected through social media, you’d be remiss not to utilise it.

UNBXD is a Creative Digital Agency which specialises in social media marketing to create exciting, innovative solutions for breakthrough brands. We are experts in supporting brands to outline clear objectives, develop strong communication strategies and create unique content which truly engages their audience. Come and see what we can do for you!