Are you trying your hand at social media marketing for your small business, but something just isn't clicking? I know how it goes: you post regularly, try out new hashtags, and build brand awareness, but your follower count stays flat, and your posts get little interaction.
You don't want to ditch social media either since over 5 billion people use these sites, and the average person spends around 2.5 hours a day across all social media sites.
So, what's going on?
The truth is, you might be making some surprisingly common mistakes without even realizing it. If you are making one or more of these mistakes, don't beat yourself up!
Instead, read on to discover 5 not-so-obvious social media marketing mistakes you may be making, plus tips on what you should do instead. I've spent 10+ years making mistakes, learning, and talking to other experts in my industry.
I firmly believe that addressing these seemingly small issues can help you unlock your full potential and start seeing the results you want.
Let's dive in!
Having an Inconsistent Posting Schedule
Posting regularly on social media is vital for boosting engagement and building an audience, but an inconsistent schedule can confuse your followers and cause them to lose interest in your brand.
Rather than posting randomly throughout the week and skipping days, consider developing a consistent posting schedule where you say at least one thing to your followers a day.
You could share a blog post, ask an interesting question, share eye-catching photos, and much more. Generally speaking, the type of content you post and your schedule will vary based on your industry, social marketing goals, and how much time you have to dedicate to this project.
I suggest picking days that you'll post each week and creating a content calendar to plan your posts in advance. That way, you're not scrambling to create content or forgetting to post altogether. Once you get into a rhythm, your followers will start to expect and look forward to your posts every day.
Overpromoting Instead of Offering Value
One of the worst social media marketing mistakes I've seen businesses make is they spend too much time promoting their products and not enough building genuine connections. If every post is about how people should buy what you're selling, your followers will quickly tune out the noise.
Instead, focus on educating and engaging. Post helpful content that shows your audience that you want to help them overcome pain points or reach their goals. I regularly share things like templates, downloadable guides, and other resources that help my audience – WordPress users and marketers.
It's also a good idea to ask questions and encourage your followers to share their thoughts. For example, we might ask, "What's your biggest email marketing pain point?" Then, we will check out the responses and create a free online course based on the most picked answer. Once it's complete, we upload it to the channel so people can get the advice they need.
When you do promote, be subtle. Mentioning a product or service isn't a bad thing – but you need to know how and when. My best tip here is to always tie your promotion back to how it's going to help the customer. People don't want a long list of features; they want to know how your product is going to improve their lives.
The bottom line is overpromoting will turn off your audience and hurt your brand in the long run. Focus on offering value and building a community. People will naturally find themselves following you on social media, which could very well lead to them making it to your website.
Neglecting Comments and Questions
It's easy to get caught up in posting content and forget that social media is a two-way street. Don't just broadcast messages without engaging your followers. Responding to comments and questions can make a big difference in whether your channel grows or stagnates.
When someone takes the time to comment on your posts or ask you a question, make an effort to respond as soon as you can. Don't leave people hanging, or they may feel ignored and decide to click the unfollow button.
Thank them for their interest and provide a genuine, helpful answer. Even if it's a criticism, address it respectfully. People will appreciate your willingness to have a real conversation instead of ignoring the people you want to spend money on your products.
I know it can feel tedious, especially as your following grows, but don't neglect this crucial part of your social media marketing. Conversations are how you connect with your audience and show them you're accessible. Commenters often become loyal fans and brand advocates. So, take time each day to nurture those relationships through active listening and participation. Make people feel heard and important.
Want to know how this can impact your social media marketing strategy? Consider this: We found that 56% of people are willing to change their opinion about a company based on how and if they respond to feedback.
Ignoring Live Video
Live video is an incredibly popular tool that can truly engage people in what your business is doing. There's a good reason: almost 70% of people who don't use video content say they're ready to start.
For one thing, it drives traffic to your website and your social media channel. A majority of people watch videos online every day because it's a more convenient way to absorb information while they're multitasking.
Yet, it's surprising how many businesses still haven't taken advantage of it. With live video, you can communicate with your audience directly, creating a more personal and authentic connection with them.
We create a wide range of live events for our social media pages. We often have educational webinars where we teach our followers industry tips and show them how they can find success. Live giveaway announcements are a surefire way to get people to follow your business. Everyone loves the thrill of entering a contest and getting the opportunity to win a prize, especially if it's something they've had their eye on for a while.
If you're feeling apprehensive, start with shorter videos and gradually extend the length as you become more comfortable. You don't need any fancy equipment either; your smartphone is perfect to begin with.
Overall, live video on social media is an incredible tool for businesses to engage with their audience. It's a chance to be real, to show off your brand's personality, and to build a community around your business. So, don't be afraid to go live and let your audience get to know the face behind your business.
Failing to Review Feedback and Analytics
If you're like most business owners, you probably spend a decent amount of time creating social media content and posting it. But how much time do you spend reviewing how that content actually performs? If the answer is "not much," you could be missing out on valuable insights.
Social media platforms provide analytics and feedback tools that allow you to see how people engage with your posts. Things like likes, comments, shares, and click-through rates can show you what resonates most with your audience. Maybe images get more love than text posts, or short videos are more engaging than static images.
Rather than continue pumping out content and hoping for the best, study your analytics to determine what's working and not working. Look for trends over time to get the full picture. Then, use what you've learned to refine your strategy.
For example, if you notice lots of likes and comments on posts featuring customer stories and few on generic announcements, focus more on sharing authentic experiences. If video views and click-through rates are low, experiment with different video styles or switch to visual content.
While it can be easy to get caught up in creating new content, taking time to review previous uploads and customer feedback is key. Use the insights you gain to improve your efforts and strengthen your relationship with your audience. Your followers will appreciate the extra attention, and your business will benefit from their increased interest and trust.
Conclusion
There you have it! The five strategies above are all common but surprising social media marketing mistakes that we've all made at one time or another. I know it can feel intimidating to address all of these concerns at the same time, so start with one problem and fix it.
Follow this process and continue to optimize. I firmly believe being aware of mistakes and taking action is the best way for social media marketers to get out of a slump and take their channel to the next level.