It’s a common error for many businesses to often see marketing their product or services on social media as a likely quick fix to their otherwise struggling business ventures. It is naively assumed that getting their Facebook fans to give them some quick ‘Likes’, or maybe even opting to buy themselves some fake followers on Twitter, and going full throttle ahead in their blog articles to impress their customers with what a great business they are able to run, is nothing short of a crucial blunder.
In real truth, the saviour cavalry on their white horses is an enigma that is least likely to turn into a reality. If you have an earnest desire to save your day, there’s a lot more to marketing your product or services on social media than just that simple method. Then, what does it essentially take? The plain fact is, it takes persistence, effort and above all time!
The true social media premise is adding real time value through content which helps to engage your audience, and furthermore also has the latent ingredients to inform, educate, inspire and perhaps even offer them some form of entertainment. This implies doing away with ‘you’ as the central focus and concentrating on ‘them’ as the prime objective of your business. To be precise, that requires adding extra value by offering solutions to the problems of your customers through content which needs to include some ‘How To’ information in your articles, ebooks and white papers that are posted on your website and blog posts.
Small business owners are now beginning to see the enormous potential offered by Social Media and its marketing prospective. They approach with varied expectations, predominantly built upon the premise of conventional marketing practices that primarily includes one track email blasts or conversations with simple sales messages, least willing to pay adequate attention to the negative comments or response encountered.
Three mistakes commonly made by many businesses in their marketing efforts on social media generally include:
- Deleting unwanted comments
- Same message Auto-Posted on every social media network
- Policy of blasting first, and then controlling the damage
Deleting Unwanted Comments
It is commonly taken for granted by some business owners that social media is for broadcasting their commercial messages that will then automatically go viral in a matter of seconds. However, quite a few of them are slow in embracing this media on account of a major apprehension – the horrifying fear of encountering negative comments. Being constantly aware of the fact that this very channel may also be used for spreading less desired comments regarding their brands by online users actually dims their spirits.
Hence, in place of designing better strategies to engage with their audience, business owners opt for special standby policing mechanisms that are constantly ready to delete any undesired queries or comments posted on their social media pages, which is neither warranted nor desired. Having a social media presence is chiefly about initiating connections which can then lead to reciprocal actions. This process involves familiarisation with their online guests and paying proper attention to views expressed by them. It is close observation of what their market shares, comments upon and likes which provides them with useful knowledge of what things are on the minds of their guests. In fact, it is these very insights which assist business owners in adapting their products or services to their respective needs and business demands.
Businesses solely interested in receiving positive comments are seldom prepared to enter into in-depth relationships with their audiences. Brands of such businesses are thus perceived to reflect narrow mindedness or defensiveness and conversion normally fails to transpire. In consequence, such fear-oriented mentality rarely succeeds in attracting a loyal or raving customer base. Rather, engaging with and responding in a timely and positive manner to their client comments will help them in converting every available opportunity into a conversion that is assured to build further trust and harmony.
Same Message Auto-Posting on Every Social Media Network
Small business owners understandably tend to have lesser time for paying appropriate attention to their respective accounts on social media. They need a magical button which would be helpful in posting their business messages across diverse social media platforms; providing them with limitless coverage. The sad part is that no such magical button is known to exist in real terms.
Instead, business owners ought to lay their entire emphasis on a single or at most on two social media platforms, taking time out to genuinely show up and build a positive connection to their respective markets. People generally tend to hang around different social networks, searching to have a meaningful conversation, as they shun having to respond to robots auto posting messages originating from various other channels associated with the social media. Since one generally abstains from using the same terms in social parties as one would at board meetings, why would one then insist on auto posting the same old message across various social networks? That is certainly more sensible.
Policy of Blasting First, and Then Controlling the Damage
This is among the most common mistakes made by business owners. They casually venture to broadcast email messages of a commercial nature to their contacts, without bothering to obtain their prior consent. Some even happily exchange or buy email lists, facilitating them to reach a greater number of people, in a far lesser time frame.
While many business owners may even be conscious of the fact that the normal response rate can be expected to be much lower in such cases, some are still determined to give it a try. Why is that so? The simple explanation is that it’s seen as a cheaper and somewhat quicker method of getting their business messages through to the inboxes of many thousand online web users.
Business owners need to be awakened to the hard reality that unsolicited emails can adversely affect both their reputation as well as long term relationships. To be absolutely to the point, its impossible for any one to deny the relevance that permission-based mode of marketing has to prospective customers on your social media sites.