By Ruoro Kairu
With organizations and businesses trying to grow their reach in the market, most have turned to Digital marketing. Rightly so, digital platforms are some of the most effective modes of marketing today. As opposed to traditional forms of marketing, you can target your audience, customize your message, and follow up on how your marketing efforts are being received by the target audience.
Companies today have social media presence to try and reach and engage with customers, and to sell their products.
However, despite having a presence and engaging your audience on social media, you may not be getting the desired results.
While social media is a great avenue to market your services, certain mistakes can hinder your progress. These mistakes include;
1. Posting just to post
One way to build and engage with your audience is through the content you post. Ideally, the more engaging you are, the more people visit your pages, then your website, and finally, buy your services.
However, this ideal situation isn’t always the case. I’m sure you’ve come across posts form companies and businesses that have no engagement –no likes, no comments, no shares, no interactions, etc.
Why is this? Well, some businesses post just for the sake of it.
I see companies who come up with social media strategies and they follow it, sharing several posts a day, and adding more posts the next day and so forth.
Instead of posting just to post, first evaluate your content; is it rich content? Will the audience relate with the post? Will it benefit them?
If you create your posts with the audience in mind –even if it is not every day or every hour, you’ll have more engagement, which at the end of the day, is more business for your company.
2. Sticking to your content plan
Many companies have created a social media content plan that breaks down what needs to be posted and when.
This is a great way to prepare future content.
Unfortunately, social media is an ever-changing platform and you cannot always rely on the information you had previously planned.
For example, if you see a trending topic that could benefit your organization, you should go for the chance. Don’t wait until the time scheduled on the plan, or continue with the content you had previously prepared.
While you should always be prepared, you should also be flexible enough and take advantage of arising (and relevant) trends.
The ultimate objective of having a social media presence is to sell your products and services. Like anything else, selling all the time can be poisonous to your brand.
Facebook demonstrates this best. Some groups are only focused on selling products. After a while, you notice people stop visiting these pages and only do so when they have a direct need.
If you burden your audience with your services and products, they will run away from you.
If you plan to post content every day, split the days to cater to the needs of your audience and to sell your services. For instance, you can have three days to empower, educate, encourage, and connect with your audience. Then on two days, you can sell your products.
Ultimately, social media is one of the readily available resources that you can use to grow your business. However, unless you go about it the right way, you may end up being so active, but with nothing to show for it.
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