If you are trying to get your startup company off the ground, one of the things you definitely need to invest your time and money into, apart developing a great service or product, is marketing. And while some marketing campaigns might set you back a pretty penny, social media marketing is one of the best ways to raise awareness about your brand and promote your startup, while on a tight budget. Which will definitely be the case when you are first starting out.
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So, if done right, social media marketing can do wonders for your startup. However, if you are not wise about it, it can actually do a lot of damage. The problem is that most companies aren't aware that some of the most popular strategies are doing them wrong. In order to avoid that, check out the list of 5 major social media mistakes you should avoid at all costs, according to SuperiorPapers chief marketing officer, William Pierce.
1. Creating Accounts on All Social Media Platforms
In theory, creating accounts on all social networks exposes you to a larger auditorium, which is why most startups, eager to present themselves to the world, do just that. However, you need to put a little bit more thought into that. For instance, if you want to see good results, managing all those social media accounts needs to be a full-time job. The problem is that you already have a full-time job running your startup. Also, consider your target audience for a moment. If your startup revolves around DIY or arts and crafts, you probably don't need a LinkedIn account. But, focusing on platforms such as Pinterest, Instagram, and Facebook would make sense.
2. Not Timing Your Posts
Although it's pretty much true that the world of social media never sleeps, posting at whatever time is convenient for you might not be the best strategy. This is where knowing your target audience comes. If you are targeting the American market, for example, you would need to pay attention to their time zones. Posting content at 4am when there are very few people around that will see it, instead posting it at right after people get home from work, will not produce the desired results. And to make matters even more complicated, each social network is unique in that aspect, meaning that what works on Instagram, might not work on Twitter, and so on.
3. Not Providing Feedback or Receiving It Poorly
Simply posting stuff on social media, without actually engaging and communicating with your followers, especially if you're a smaller company, is not enough. Of course, you won't be able to answer every question, but when you find the time, go the extra mile and provide some feedback. That's also a great chance to show them that your startup is more than just some generic faceless company. On the other hand, responding poorly to user feedback, or picking a fight because of criticism is never a good idea, and it always makes your business look bad, regardless of how right you are. Demonstrate that your startup is always there to hear the customers out and help them.
4. Posting the Same Message on All Platforms
If your company is present on several different social networks, don’t go and post the same message on every single one of them. Sure, it might save you some time, but remember that every social network has its own purpose. They don’t just differ when it comes to post timing, but also when it comes to the way their users communicate. For example, if you are posting on Twitter, you should make sure that your message is short and punchy, not just because of the limit in the number of characters, but also because you want people to react to it almost immediately.
5. Not Watching What Your Competition Is Doing
While you should definitely focus on your business, taking a peek into your competitors' backyard can help you win over some of their customers. Check out how they have organized their website, or their blog, as well as their social media accounts. For instance, if some of their customers are complaining about a feature that is not there or isn't working properly, and your product has it and it's working well, make sure to promote it on social media. Shine a spotlight on it and let them see the difference. In general, if you are doing the same thing as your competition, but you are doing it better, don't hesitate to let people know.
Conclusion
Social media can be a powerful tool inside your toolbox, if you learn to use it properly. Avoid the mistakes we have described in this article, be smart, and you will be able to enjoy the fruits of your labor and grow your business in no time.
Joan Selby is a former ESL teacher and a content marketer. She also runs her own blog about social media and writing tips. Joan is a Creative Writing graduate and fancy shoelover. A writer by day and reader by night, giving creative touch to everything. Connect with her on Twitter and Facebook