Have you ever wondered what the top five things small businesses shouldn't do in social media marketing are? If you're like most people, you probably have. And, if you're a small business owner, you may be wondering how to avoid making some of the same mistakes that other small businesses make when it comes to social media marketing.
First of all, Why is Social Media Marketing Relevant in 2022?
With over 3.5 billion active social media users, it’s no secret that social media marketing is one of the most effective ways to connect with customers and promote your business—if done correctly.
However, as effective as social media marketing can be, there are still many small businesses that make critical errors that end up costing them dearly in terms of followers, engagement, and conversions.
According to Oberlo, users spend an average of two hours and 25 minutes per day on social media. For their companies, 73% of marketers think that social media marketing has been "somewhat effective" or "very effective." 54% of social media users utilize social platforms to do product research.
With this data, it’s evident that social media marketing is still a relevant and useful way to connect with consumers.
Now that we know social media marketing is here to stay, let’s look at the top five things small businesses shouldn’t do in social media marketing:
1. Not Posting Consistently
One of the most common mistakes small businesses make on social media is not posting consistently. In order for your content to be seen by the greatest number of people, you need to post on a regular basis.
When it comes to frequency, there isn’t a one-size-fits-all answer. It depends on the platform you’re using and the type of content you’re posting. For example, if you’re posting on Instagram, you should be posting at least once a day, but no more than three times a day.
On the other hand, if you’re posting on Facebook, once or twice a day is sufficient. The key is to find a balance that works for you and your audience.
If you’re not sure how often you should be posting, start with a couple of times a week and then increase your frequency as you go along.
Pro Tip: Use a social media management tool like Hootsuite or Sprout Social to help you schedule and publish your content. This way, you can plan and space out your posts in advance so that you’re not scrambling to come up with something to post at the last minute.
2. Posting Irrelevant Content
Another mistake small businesses make is posting irrelevant content. Just because you think something is interesting doesn’t mean your audience will feel the same way.
Before you hit the publish button, ask yourself if the content you’re about to share is relevant to your brand and your audience. If it isn’t, don’t post it.
Pro Tip: If you’re ever in doubt about whether or not your content is relevant, err on the side of caution and don’t post it. For example, if you’re a pet store owner and you come across an article about the 10 best dog breeds for families, it may be relevant to your audience. However, if you’re a pet store owner and you come across an article about the 10 best vacation spots for families, it’s probably not relevant to your audience and you shouldn’t post it.
3. Not Engaging With Your Audience
Another common mistake small businesses make on social media is not engaging with their audience. If you want to build a strong relationship with your customers, you need to engage with them.
Make it a point to like and comment on their posts and share their content on your own social media platforms. In addition, try to respond to all comments and messages in a timely manner. The sooner you respond, the better.
Pro Tip: If you want to take your engagement a step further, you can run social media contests and giveaways. This is a great way to increase brand awareness and loyalty. Aside from that, it’s also an excellent way to generate leads. Remember, the goal here is to let your customers know that you're real!
4. Not Measuring Your Results
If you’re not measuring your results, you won’t know what’s working and what isn’t. As a result, you won’t be able to improve your social media marketing strategy.
Fortunately, most social media platforms have built-in analytics tools that allow you to track your progress and see how your posts are performing.
For example, Facebook Insights lets you see how many people have seen and engaged with your posts.
Instagram also has its own analytics tool called Instagram Insights. This tool lets you see how many people have seen your posts and the number of engagements and reach.
Pro Tip: If you want to take your measurement a step further, you can use Google Analytics to track your social media traffic. By doing so, you’ll be able to see which social media platform is sending the most traffic to your website.
5. Not Staying Up-to-Date With the Latest Algorithm Changes
Finally, one of the most common mistakes small businesses make is not staying up-to-date with the latest algorithm changes.
If you want your content to be seen by the greatest number of people, you need to make sure you’re using the latest algorithms. For example, Facebook and Instagram both have algorithms that control what users see in their newsfeeds.
If you’re not using the latest algorithms, there’s a good chance your content will be buried under a ton of other posts. As a result, you won’t get the engagement or reach you’re looking for.
Pro Tip: To stay up-to-date with the latest algorithm changes, follow social media news outlets such as Social Media Today and Mashable. Additionally, you can also sign up for newsletters from your favorite social media platforms. That way, you’ll be one of the first to know about any changes that are made.
By avoiding these common mistakes, you’ll be well on your way to social media success! Just remember, social media is a marathon, not a sprint. So, be patient and consistent with your efforts, and you’ll eventually see the results you’re looking for.