Critical Mistakes while Promoting on Social Networks?admin
Is promotion on social networks really important ? Yandex and Google search engines are promising and significant channels for promoting your business online, but there are also social networks.
In social networks today in the full sense of the word “lives” a huge number of your potential customers: from future visitors to a fitness club or tattoo studio to fans who immediately purchase a massager or know-how for a blender that you just accidentally read about.
Believe me, the risk that your potential buyer does not know about the existence of your site if you do not stumble upon it on the network is very high. And this means that you should pay the same time and attention to maintaining an account on the network as any other sales channel.
But how to conduct a selling account correctly? We will not dwell on profiles that are not suitable for attracting traffic to sites because they are empty: the last update as of October is dated July, and most of the illustrated modules are irrelevant. The topic of our conversation today is typical mistakes in promotion on social networks that sellers make, at first glance, savvy and competent.
Promotion in social networks and monetization of likes
Before listing the main mistakes and shortcomings of maintaining sales accounts, we ask ourselves: why do we need promotion on social networks?
Account management is a long-term daily painstaking work, which means that “shooting” with a few funny pictures is not enough. Our strategy is to attract an unlimited flow of traffic to the site, increase the number of subscribers who purposefully monitor promotions and new products and, most importantly, real purchases of orders and services. And one of the tactical methods for increasing the profile’s effectiveness should be to invest at least small funds in social media promotion: prizes, gifts, as well as the reward of a specialist who deals with your account from time to time.
So, starting to develop an account strategy aimed at promoting your business on social networks, we answer the following questions.
What image and reputation (what is serm reputation management , read in our article) do you want to create for yourself in networks?
What should be the community of subscribers who use your services (wealthy young women, parents, doctors, subculture, retailers, etc.)?
Is your company logo recognizable?
Where will the first hundred (thousand) subscribers come to you?
Do you need targeted (narrowly targeted) advertising?
Do you intend to invest in contests and sweepstakes?
Do you have an author who creates interesting laconic posts that grab the reader and stimulate him to visit your solarium or choose children’s toys on your site?
If you present the primary promotion of the account as a newsletter to all your personal friends, acquaintances and relatives with a request to like, subscribe, etc. – This means that you have no successful strategy for maintaining a page in the networks. Therefore, we analyze the common mistakes when promoting on social networks.
Mistake 1. Annoying spam
You are mistaken in believing that the morning and nightly beautiful landscapes with the wish of successful shopping or good night will appeal to you online buyers: it is likely that already on the sixth such module, some of the users who joined your group will unsubscribe from you. The reason is tape overload.
The same applies to jokes and caricature modules with humor – a funny picture, for example, “Beloved, I took your coupons to the solarium and gave away to pale ones,” has the right to life, but not often, and it’s better to avoid such famous jokes (believe me, women who track the appearance of new tanning salons have seen such jokes more than once).
Mistake 2. Account as a ribbon of product labels
It is important to keep the middle ground between the number and quality of posts.
Your product feed should not resemble a conveyor: it is tiring, annoying, confusing (imagine that a user riding his eyes down the tape constantly sees your offer of power tools starting with the same words). It is optimal to place, for example, one post in three days, writing a common card in a beautiful concise language and equipping it with, say, five photographs of models of the same product line.
In other words, the abundance of cards loses in comparison with a short story about a product, having read that, the user will be intrigued and go to the site.
Mistake 3. Lack of publication schedule
A selling page on the network, on which approximately two dozen updates appear on the day, will never become readable: firstly, it is unrealistic to produce such high-quality content, and secondly, you will visually scare the subscriber.
In a better light, your store will look if you limit yourself to placing one deployed post per day (sometimes there may be two, for example, on Friday night, if you cooked up a pleasant little reading with a mention of your product). This will give the impression of the serious work of your network manager (while absent for a while, he can use the option of the scheduled posting).
Mistake 4. Collage of other people’s pictures instead of brand
The introduction of an account, the purpose of which is promotion in social networks, includes elements of web-art.
This means that you should not save on professional work: for a small amount, an experienced artist will make catchy, recognizable, informative and conceptual cover and avatars for you, as well as develop an initial number of visual ad units that you can post with a given regularity.
Such a solution is preferable to posting photos of Marilyn Monroe with the contacts of your hairdresser superimposed on them or her quote about female beauty.
Mistake 5. Duplication of posts on VKontakte, Facebook, Twitter and Instagram
Users of different social networks differ, not only by age (if VKontakte is dominated by children, then by Odnoklassniki – by their parents), but also by their creditworthiness, their desire to use specialized services (from overhaul to image). In addition, the psychology of network users is also different (it is clear that Facebook lovers do not shy from reading long posts, which can not be said about Instagram fans).
Therefore, content that works for promotion on social networks should also be different. It all depends on the specifics of your business and the chosen site.
Mistake 7. Dull pictures
Hackneyed images, recognizable by the same photos of actors and athletes, are a poor advertisement for your services: anyway, no one will believe that Brad Pitt flies to you for an epilation.
Own photos should be taken care of immediately. If, for example, your hairdresser works on specific 3-4 brands (dyes, styling), you can wisely use the banners of these manufacturers. However, the best advertising is your own customers, photographed by good cameras, in a good perspective, ideally – next to a well-groomed smiling hairdresser at a glamorous workplace, and not against the same photo wallpaper.
Mistake 8. Many letters, or just advertising
It is important to combine different types of content: this involves the subscriber in the dynamics of your work.
A “booklet” photo of a new varnish with a story about it, a short lyrical sketch of a girl who came to the manicure, a photo of a diploma about your employee’s participation in the seminar, a photo of the tea team, a unique module about the action that has begun, a short article on hair dyeing trends – alternating such content, you increase the authority of the salon.
On the contrary, the predominance of only product photos, only one model, only product labels, only expert articles suggests that you have nothing to tell or show.
Mistake 9. Ignoring targeting options and statistics.
You will never understand whether users of interest to you see you if you do not use the opportunities of targeted advertising, in other words, do not set clear parameters for the target audience (for example, young women from the Minsk region who are interested in interior design if you sell creative lamps).
The built-in analytics option installed in the settings of the leading networks is the only way to get an accurate understanding of who sees you, where subscribers come from, how they behave in your account. By analyzing this data, you will surely avoid mistakes when promoting on social networks.
Mistake 10. Lack of time to view competitor accounts
You are not alone in the universe and, especially, in your segment of the business and its online presence. Looking through and analyzing the pages of related enterprises and companies that are visited more actively, you can understand: are you losing in the frequency of publications, lethargy of content, lack of feedback in the form of pranks and quizzes, the presence of posts that appeal to the target audience.
Mistake 11. Lack of monitoring
You don’t know anything about your selling account, and you may be wasting time and money on it if you don’t have a list of metrics with the ability to track an increase or decrease in the number of likes, reposts, comments and click-throughs.
Mistake 12. The facelessness of your company.
People do business, therefore, potential buyers who want to order a taxi, hire a team of craftsmen or buy boots online in your store need additional motivation and trust. Photos of your own team are called upon to become such motivation.
If you and your staff participated in a charity event or became “one-day volunteers” in the collective cleaning of the street on which your office is located, be sure to tell the subscribers about this, providing the text with a high-quality photograph, possibly with a humorous connotation.
Even a perfume bottle looks more seductive when it is not depicted by itself, but in the hands of a manager offering to make an order. Remember: social networks offer a less official format of advertising than a catalog site, so don’t be afraid to “revive” the story about new products with your presence in the frame.
Mistake 13. Home video instead of high-quality video
Many account holders offering various types of services sincerely believe that a 3-second home video shot with a mobile phone can completely replace a high-quality video and, as a result, put an abundance of such shots – dark, behind frame noise and laughter – in the option “our video” “.
Practice shows that, having seen a video product of such terrifying quality under the heading “new products for coloring of a hut”, the user will prefer to find the site of another salon. The reason is solely a matter of visual aesthetics.
In other words, high-quality video content, designed to increase the traffic of your site and, accordingly, the demand for your services, requires budgetary investments. Unless, of course, among your friends there is someone who is willing to shoot videos for free.
Mistake 14. We save humor in reserve
Do not overdo it with humor, filling the account. Let at your fingertips be the “base” of professional jokes, funny pictures-modules, as well as comic stories from the life of “stars” that are suitable for the situation.
It’s not worth it to mix this content with advertising of new products, but it’s very appropriate to use it in the comments, responding to dissatisfied customers, meticulous users and just trolls. The ability to respond to the complainant with a joke works both on your business reputation and on the reader’s desire to get to know you better.
Mistake 15. Ignoring comments
Responses to comments are an important part of the work of the manager responsible for promoting on social networks, especially since the reader’s poisonous replica requires a witty response that will not allow the “complainant” to unleash an angry verbal battle under the photo of your product.
It is important that readers understand who exactly answers them, so feel free to personalize yourself, for example, answer under your own nickname. It will not be superfluous to participate in communication with subscribers of several employees at once. Of course, subject to their literacy, courtesy, competence, as well as an understanding of responsibility for corporate reputation.
Do not get annoyed when you are asked a question, the answer to which is, for example, in the attached price list. A more competent move would be to once again answer the subscriber how much the curl costs, and not just insert the corresponding link to the section of your site.
Mistake 16. Neglecting remarketing
You certainly need a base for remarketing – this is a necessary condition for promotion on social networks. The essence of this technology: users who visited, by chance or not, on your site will periodically receive an advertising reminder about it.
Why is it important? Having collected the remarketing database (for this you only need to install a special code fragment on the network), you can constantly remind yourself of the people you had. Believe me, even active online shoppers can forget a day later from which site they delivered the accessories they liked.
Mistake 17. Missing Look-alike
Look-alike is a specialized targeting option whose task is to analyze the collective portrait of your subscribers.
Having an idea of the behavioral differences of people who buy something from you or read your updates, you will also get an idea of which custom “types” you should expand your client audience towards.
In other words, through the options “Create Audiences” and “Similar Audience” you can find new subscribers in the same region and at the same age and budget in which it is desirable for the growth of your sales.
Mistake 18. Saving on paid posts
Often, especially for novice business owners, you need feedback or reviews from the leaders of your market segment. Such custom posts cost money, but their placement is very justified in terms of increasing site conversion.
And most importantly: the path from the emotion caused by the subscriber to the beautiful illustrated post about the choker to the act of making a purchase should be extremely short. The inspired user should see a link to the desired page in your catalog with a basket and payment form immediately at the end of the text he read. Promotion on social networks is a painstaking process.