As an ever-changing marketing tool, several myths have developed over the past few years concerning social media. Social media is a viable tool to get your brand out there, however, like most marketing tactics, it takes a bit of finesse and fine-tuning to get your marketing just right. That’s why we’re here to put those social media myths to rest, so you can harness the full power of the social world for your business.
1. Every platform is valuable.
While it’s not a terrible idea to claim your business name on each social media app, not every platform is going to be valuable to your brand. You want to invest in a total of two to three apps. This will help you streamline your marketing strategy, ultimately saving you time and money, while still reaching your audience.
How do you find your audience? It’s important to look at your target demographics and their online behavior. Are they more likely to convert on the social media powerhouse of Facebook or be drawn to the millennial-charged Snapchat? You should also consider the functionality of each platform. Instagram is great for stunning visuals and social influencer promotion, but if your product or service is better suited for a discussion, then Twitter is the way to go. Once you’ve reached these checkpoints, you can more easily advertise to your core audience.
2. More followers means more success.
Don’t chase “likes” or followers — not everyone is going to be your actual customer, and that’s okay. You can have thousands of followers, but who is engaging with your content? Instead of looking at followers, you should be measuring click-through and bounce rates.
Bounce rates are what really matter. Find out your bounce rate and compare it to visitors who went to your site directly, came from Google or arrived through paid advertising. If your bounce rate from social is lower than your other marketing tactics, then you have something that’s working.
3. You can’t generate quality leads.
We might think social media is only good for brand awareness and customer loyalty. Yes, these aspects are great for social marketing strategies, but social media can be a powerful tool for lead generation as well.
According to Hubspot, 70% of businesses are actively using social media for lead generation, and of those businesses, 34% are able to generate quality leads. Not to mention that 3/4 of social media users made an online purchase within the last year. The numbers don’t lie, my friend.
It’s all about applying the right targeting. If you’re running a Facebook ad, you can choose the age, interests, location or any other factor for your target demographic. Are you committed to Twitter? Check out your brand mentions and relevant hashtags. This way, you find your core audience, and then it’s up to you to write compelling content.
4. You must find social influencers to get the word out.
As Spike Jones, VP of Strategy at Spredfast, said in a recent speaking series, don’t seek out influence — create it. Most of your customers can’t relate to Kim Kardashian and her Fit Tea; instead, they relate to people who are just like them.
For example, Fiskars, the company known for making sharp scissors, wanted to make its brand image more warm and fuzzy. In doing so, they created the community site Fiskateers.com and hired a couple of brand ambassadors. These ambassadors were not social influencers in the slightest; they were normal customers who shared a passion for crafting. Today, the site has 4,000 members, and Fiskars mentions on crafting sites are now up by 600 percent.
5. Social media is separate from your other marketing strategies.
Your social media strategy is two-parts content marketing, one-part brand advocacy and a dash of SEO. If you want the highest ROI possible, you need to leverage the support of all these tactics. At the end of the day, even if you know the best times to post, the strategy to study your target demographic and how to upload a sweet cover photo on Facebook, you still need to create the right content to survive. You need followers to engage with your posts. This happens when you merge your marketing strategies together.
When it comes to social media marketing, it’s all about finding your target demographic and creating killer content. Sometimes it’s difficult to separate the social media marketing myths from the truth, but once you get the hang of it, social media can be a strong force for your brand.
Need help navigating the social media world? Contact our team to learn how to put your best foot forward in the digital age.