Mistake in social media marketing

Social media is crazy.

If we look at big brands that have accounts in social media, they have a lot of like and retweet each time publish new posts.

In addition, many people claimed to successfully utilize Facebook, Twitter, BBM, etc. to sell.

From there we are interested ...

... but when we try, the results are disappointing.

Already create account / page, the profile is complete, already have a lot of interesting content, but the follower is still a hundred.

Or already have a follower but the buyer does not increase.

In order not to be disappointed with your social media marketing strategy, let's see what mistakes are often done in social media.

1 - Expect direct sales from social media

Last time open a Facebook application, Twitter, or Instagram on smartphone, what is your goal?

Want to buy something ...

or just looking at photos from friends and family?

Usually the second one.

Take a look at this picture:

94% use social media for family and friends purposes. Whether it's seeing photos, chatting, or reading status.

Even 62% feel social media does not affect their decision to buy.

Such is the fact.

So if you are active in social media as a brand, do not expect your accounts that update 10x a day can directly increase sales.

Wait a minute!!

If it is like that, then why there are many accounts of the social media brand that managed to get a lot of followers?

Here's why:

Solution Mistake 1:

We already know that most people use social media not to buy directly. Although there is also a small part who directly buy, the term 'impulse buyer'.

But only a small part, very small.

Therefore, our goal is active in social media not to sell.

But to build a brand.

Indeed Facebook and friends are not active in generating sales, but social media can make them know and feel closely with us.

This is what in the long run will have a positive impact.

Now, look again at successful brand accounts using social media. What are they doing there?

 2 - Always talk about yourself

Actually this second mistake is not only common in social media marketing, throughout the marketing strategy is also like this.

But we focus first on social media.

First of all, we have discussed about what people do in social media.

Most (almost all) for friends and family.

More details, this is what we do in social media:

This is quoted from infographics created by GlobalWebIndex.

See the list.

Of the top 10 uses, does anyone "search for the latest products sold by company X"?

There is no.

They do not care about us.

They go to social media to find news about friends or family, or search for interesting content.

Hence, if you just make a post every day about the latest product, product price list, and the like, no one will be interested in you.

Solution Mistake 2:

Do not fight the flow.

We already know what people search for in social media. Provide what they are looking for.

One of them, interesting content.

Because, nobody wants to know about your business, you have to create content that interests them.

That way, your account is eligible for follow-up.

The content we create should always interest many people, but the topic remains relevant to the product being sold.

3 - Assume content is king

"Content is king", this phrase we often encounter in other marketing areas. Because it is true, without quality content it is impossible to get good results.

In different social media.

Quality of content is still important, very important.

But there's more important ...

... the Context of the content.

Context is something that underlies an event, statement, or idea so that everything is connected and can be clearly understood.

In error number 2 was already mentioned that one of the use of social media is to get interesting content.

But not just interesting.

If it's just interesting, we take funny pictures from sites like 9GAG or Thai ad videos that are touched. it's done.

Many will share, like, retweet ... because it is interesting.

But does this have a positive impact on marketing?

No.!!

Quite the opposite.

If what we share through social media does not fit the context, then the people who are interested are not the right people to target.

Those who come are those who are not interested in buying products or using your services.

Although many like / follower, but useless.

Solution Mistake 3:

Create a buyer persona.

Buyer persona is a profile or description of people who will be interested and able to buy from you.

For example if you market a fitness supplement product, then its persona is the people who routinely to the gym to train muscles. Not other people.

After that find out what content they are interested in.

Do not create content that is too general, and content unattractive to your buyer persona.

4 - Using social media with the wrong way.

Try impregnated for a moment:

Social media ... social media ...

... a medium where people socialize.

That is, in social media marketing you also have to socialize with others. Not just posting to own account.

This is the mistake most often made by people who just jumped into social media marketing ... just make a post, without socializing.

Imagine ...

If you do not have traffic from outside, do not have follower, and you do every day just create new content without socializing out.

Like screaming in an empty room.

Will not be heard by others even if your content is interesting.

Solution Mistake 4:

Most people do social media marketing with the aim of getting traffic, which ends up being a buyer.

If you already have other traffic sources, such as blogs / websites, ads, etc. then make social media communicate with them, it does not matter.

But if the goal is to get traffic, you have to socialize ...

... out and inside.

Socializing out means we are looking for a place that many people in social media, such as Facebook Groups for example.

Here's what we do there:

• Make an interesting post
• Answering other people's questions
• Useful discussions
• Invite them

Thus, you will start getting traffic and follower.

While socializing in, meaning we communicate with people who write comments and mention for your account.

Show that you are a human being, not a robot.

5 - Use cunning ways to get follower and like

There are people who sell follower on Twitter and like on Facebook at a very cheap price.

Like this:

Actually this is not a fraud, they will actually provide hundreds, even thousands of followers and like on Twitter and Facebook at a price of Rp 5 dollars.

It's easy, right?

…absolutely not.!!

Here's why:

Facebook has an algorithm that analyzes the level of interaction between a page and the people who like the page.

If you buy a follower, the people you buy are not at all interested in you. They will not interact at all.

Well, when the interaction is low then the algorithm will automatically assume that your page is spam.

After that, your entire post will never go to their News Feed.

Everything is filtered automatically.

In other words, if you buy like on Facebook, that means, you kill your own page.

Solution Mistake 5:

Do not buy like and follower.

Look for followers in a clean way, by creating interesting content. Do not look for followers who will not be interested in your content.

6 - Using the 4P principle instead of 4E

What is it, 4P & 4E?

4P, or other term marketing mix, this:

• Product
• Price
• Promotion
• Place

Marketing mix is a method that we use to identify, where is the "position" of our business when viewed from these four things. By knowing its position, then we can plan the right marketing strategy.

Every time there is a class about marketing, surely 4P is taught.

Unfortunately, many people are wrongly responsive ..

... they assume that when doing marketing in social media (and other media) they should talk about 4P:

• Product: talk about the benefits of its products
• Price: inform product price, give discount
• Place: Tells the location of the store
• Promotion: invite them to buy

It's 100% wrong.

If you do this in social media, nobody will care. All followers will leave.

Solution Mistake 6:

4P is only done behind the scenes, not to be communicated directly to others.

Instead, do 4E:

• Engage: invite them to interact
• Educate: create content that is> informative, educational, useful
• Excite: create content that makes them enthusiastic to get them back to you
• Evangelize: get them to recommend your products to others

When you successfully do these four things, then your social media marketing strategy will be successful.

7 - Social as the only marketing media.

Suppose you already have 100 thousand followers on Twitter.

Cool ...

... but what happens when something happens with your account.

What happens if your account is closed by Twitter?

Or how if Twitter (and Facebook) one day become an ineffective place to market a business?

The 100 thousand figure is useless.

Worse yet, you have no direct contact with the 100,000 people. If you no longer use Twitter, you can not move them to another place.

Social media does not allow you to get their contacts.

Imagine if you are accustomed to getting buyers from social media, your main source of income from social media. Then instantly in 1 day lost all.

You will repeat again from scratch.

That's the biggest weakness of social media.

Solution Mistake 7:

In online marketing, we recognize 4 types of media:

• Owned media: ours fully. For example website, email list, blog
• Paid media: paid advertising
• Earned media: loyal customers who recommend your business
• Rented media: social media (Facebook, Twitter, etc.)

We just ride on social media, rent place (rent). The people who follow you there are not yours, they belong to Mark Zuckerberg, founder of Facebook.

You should be aware that paid and rented media is just a means to develop owned and earned media, a media that is 100% yours.

Social media we use only to build the brand.

Do not let you and your customers assume that social media is your 'home'. Create your own website (owned media), and take them there.

Do not do this:

• Search for 'direct buyers' on social media
• Using FB Ads to instantly get a buyer.
• Create content only in social media
• Open "store" in social media

Do this:

• Build brand in social media
• Use FB Ads to get their contacts
• Create content on your own website, use social media as a place of distribution
• Bring people who want to buy to your website

In essence, develop your own owned media. Do not 100% rely on a place that does not belong to you.

And in the end owned media must be bigger than rented media.

Now it's time to do the right thing

You are already aware of the 7 most common mistakes in social media marketing, now it's time we learn more about the right strategy.

In chapter 3, we will discuss 60 strategies to increase follower for 3 major social media: Facebook, Twitter, and Instagram.

Alternatively, if you just want to focus on Facebook please go straight to chapter 4.

1. Arrange the Strategy.
2. Common Mistake.
3. Increase Followers (Soon)
4. Marketing Facebook (Soon)

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