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Are you setting yourself up to fail at social media marketing?

Are you setting yourself up to fail at social media marketing?

Like most business owners, Chad can’t turn his brain off when it’s time for bed.

“How can I keep new and current customers coming through the door?”

“Will this year be as good as the last?”

“When will I be able to confidently hire an assistant?” 

While these questions seem common they’re the ones that keep entrepreneurs like you and Chad up at night. Your business depends on the best possible outcome in these situations. That’s why it’s critical to make use of the budget-friendly resources out there, even if that means teaching an old dog new tricks.

The #1 Free Marketing Channel For Small Businesses

Social media. No matter if those two words made you cringe or nod in agreement, it’s here to stay. This article explains the most common mistakes people make when it comes to social media marketing.

The best part about making these mistakes is that it doesn’t cost a dime to fix them.

Social Media Mistake #1: You’re Not On Social Media

No matter if you’ve owned your business for years or you’re a new startup, you need to be on social media. This is where you can engage with your customers, attract prospects, and let people know how your business solves their problems.

How to fix it: Making a social media account is quite simple. You may even already have a personal account. The tricky part is figuring out what social media channel your ideal customers are on. Our friends at Sprout Social broke down different demographics on various social media platforms. Here are a few we pulled: 

Facebook

  • 88% of 18–29 year olds
  • 84% of 30–49 year olds
  • 72% of 50– 64 year olds
  • 62% of 65+ year olds

Instagram

  • 59% of 18–29 year olds
  • 33% of 30–49 year olds
  • 18% of 50–64 year olds
  • 8% of people 65+ 

Twitter

  • 36% of 18–29 year olds
  • 23% of 30–49 year olds
  • 21% of 50–64 year olds
  • 10% of 65+ year olds

LinkedIn

  • 34% of 18–29 year olds
  • 33% of 30–49 year olds
  • 24% of 50–64 year olds
  • 20% of 65+ year olds

You can read the full report by clicking the link above the table. This is a good place to start when looking at the age range of your target audience and the social media platform you’re looking to use.

Social Media Mistake #2: You Don’t Have a Social Media Marketing Plan

 Just like marketing your business traditionally, you have to have a plan when it comes to your social media. What are your goals? How will you measure KPIs? What kind of content will your customers want to see on your page?

mistakes not to make when creating a social media marketing plan for small businesses


While the process of social media marketing can appear overwhelming, the trick is to take it in small bites. So, how do you create a marketing plan for your social account? 

How to fix it: If you’re an entrepreneur, you’re familiar with starting from scratch to build something amazing. Your social media marketing plan works the same way.

HootSuite has a great article explaining what to identify in your social media plan. It points out what matters in the beginning, and what you can work on over time. To create a social media marketing plan from scratch, follow these steps:

  1. Identify goals and what success looks like with your plan.
  2. Evaluate your current social media. What could be better? What’s already working? And so on.
  3. Amp up your account(s) based on your evaluation. Updating your profile information and adding a clear, square logo image as your main profile picture are good starters! Check out brand accounts you admire and use that as inspiration.
  4. Draft a social media content calendar. This is much more simple than it sounds. You’ll create a schedule of posts in advanced, then save yourself hours of time by having everything scheduled to go live on the date you choose.
  5. Measure your results. Look back to the goals and KPIs you wrote down in step one. How did you do? What can you do to improve? Hint: Get ideas that boost your social media engagement.
  6. Optimize your social media marketing plan based on results and improvements going forward. 

Putting together a well thought out plan for your online presence means you’ll easily be able to see how far you’ve come as time goes on. There are many ways to launch your social media plan, which is why it’s important to find the one that works for your business.

Social Media Mistake #3: What You’re Posting Is All About You

If I could give anyone the quickest of quick fixes for their social media, this is it. The content you post should serve as some sort of solution to the problems your customers are facing. People love that you have an office dog, but it doesn’t make someone choose you over a competitor.

How to fix it: If you’re a current Spire customer your brand script is a great place for inspiration on what to post. If you’ve stumbled upon this article and we haven’t had the pleasure of meeting, think about things your customer is trying to solve in order to improve their daily lives. Here are some examples of Facebook and Instagram posts that accurately engage and solve frustrations their followers have:

Facebook Examples

social media marketing mistakes small business owners can fix for free | Spire Advertising & Web Design in Ashland, Ohio

Get Well Center in Mansfield, Ohio

social media marketing mistakes small business owners can fix for free | Spire Advertising & Web Design in Ashland, Ohio

GenCraft Designs in Navarre, Ohio


Get Well Center’s post answers the question, “How do I go vegan?” This is perfect for followers who are interested in holistic health and plant-based diets.

GenCraft Design’s post addresses how to choose the right furniture for your home. This post educates followers without needing to step foot into their showroom.

Instagram Examples

social media marketing mistakes small business owners can fix for free | Spire Advertising & Web Design in Ashland, Ohio

Forno Kitchen in Columbus, Ohio

social media marketing mistakes small business owners can fix for free | Spire Advertising & Web Design in Ashland, Ohio

Studio Rise in Ashland, Ohio

 

The perfect Valentine’s Day gift can seem impossible to find. Forno Kitchen adds a fancy flare on a loved dish to serve as a fun Valentine’s dinner date.

Trying something new is scary. This resonates with anyone. Studio Rise speaks directly to this problem by simply saying, “It’s okay.” Then goes on to mention their beginners class begins soon.

There are many ways to speak to the fears and problems your customers have. Try writing down specific problems you know your target audience is facing. Then write down a solution your business offers that eases that pain point.

 Failing Forward With Your Social Media Marketing

You’ve built your business on learning from mistakes - what does work, what doesn’t work, and so on. The biggest thing you’ve learned is how to fail forward, or take hard lessons learned and use them to come out stronger on the other side. The same goes for how you’re using social media for your business.

Social media is an easy-to-use, free marketing tool to reach your customers. Creating an account only takes a few minutes and most channels have a step-by-step guide. Remember to take into consideration where your customers are online before creating an account. When you’ve created an account, you can develop a social media marketing plan that will help ease your mind about the common thoughts that keep you and Chad up at night.

Stumped on where to start? There’s a lot of behind-the-scenes work that goes into running a social account that you may not have time to do yourself. If that’s the case, let us know and we can evaluate your social media strategy and help your business grow.

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