The way that people use social media and the way that businesses market on different platforms continues to evolve and change every year. Brands that are new to social media marketing may have trouble figuring out what their best strategy or approach should be. There are a number of myths and misconceptions that can hinder your ability to be successful on social media.
Understanding these common marketing myths can help you learn more about how to use social media to your advantage.
- You Need to Market on Every Social Media Platform
There are social media apps that come and go with their popularity but businesses might feel pressure that they need to be using every new platform available. Some companies might make the extra effort to engage with people on as many social networks as they can but in a lot of cases it may not be necessary. Expending extra energy on a platform that doesn’t suit your brand or where your target audience doesn’t hang out won’t make sense in the long run.
Instead of spreading yourself too thin and diluting your presence online it is a better strategy to focus on platforms where you will get the best results. Even if you are only on a few major platforms it won’t matter as long as you are able to target your audience and reach them directly through those networks. You can also think about which options help to showcase what your brand is about and represent your product or service most effectively.
As long as you focus your attention on a few platforms and are able to generate the results that you want from them there is no reason to add new social media sites to your marketing strategy.
- Your Audience Will Come Naturally
Some companies may feel frustrated when they aren’t able to get the type of results they want simply from posting high quality content. People in marketing may believe that as long as you are creating the right material that people want to see then the audience will naturally follow. Unfortunately this is not always the case especially for startups or lesser known brands that are struggling to find their audience.
Even with good content you might need the initially push from paid ads and promotional campaigns to get people to see your brand. Once people are more aware of your company you might see more organic growth through sharing among the audience members. The best strategy however is to start out with some sponsored ads until you see the kind of results you are looking for from social media.
- You Need a lot of Followers to Be Successful
While it is always good to have a large amount of followers, it doesn’t always mean that you are getting the kind of interaction that you want from them. Many of your followers may not even be reading your posts or engaging with them which makes the number less meaningful. For smaller companies, the goal is not always just to increase the number of followers but rather to increase engagement.
The number of followers you have can be a good metric for knowing how many people know about your brand and like you enough to subscribe to your posts. When it comes to the audience members that actually are making purchases and getting involved with your brand, that usually is based on engagement. Your success on social media can be determined by how many meaningful interactions you have with your audience and not just the size of the audience itself.
You can start to measure the impact that your ads or regular posts have on social media by looking at engagement data such as likes, comments and shares. Keeping track of these can give you a better idea of your success on social media.
- Social Media Strategy is Separate from Other Marketing
Although in some ways social media marketing can stand on its own as an independent strategy, it actually works best when it is used in conjunction with other tactics. It is a good idea to connect your social media strategy with your content marketing, SEO, influencer marketing and personal branding. Even if you have figured how to target your audience and know the best times to post you also need the right kind of content to encourage engagement
Your other marketing strategies draw support and power from your efforts on social media and vice versa. Even if your social media strategy is going well you will need to continue your other marketing efforts and combine them for the best results.
Once you break through these myths about social media marketing you might have a better idea of how to make the most out of all of your advertising and promotional strategies online.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.