1 – Set it and forget it with social media scheduling
Social is not just about broadcasting your content and hoping that people will engage and respond to your posts. You need to be actively engaging in conversations on social media, commenting on posts, sharing other people’s content and responding to anyone who shares your branded content in order to build a following and give your brand some depth.
Timing posts has problems too. You need to be aware of what is going on externally before sending out content, it might be that a topic is trending that you should tie your content to; or that a big news story has broken out and your content is no longer appropriate.
There isn’t anything wrong with using a scheduler to make sure your content is spread out and consistent – but make sure you are still regularly on your social platforms, engaging with people and listening out for content to curate yourself
2 – Forgetting that a brand is all about your customers and your culture
Ask people what a brand is, and often people will think of just the logo – maybe a slogan too. However a brand is so much more than this. When defining your brand, think about the emotions that you want people to have towards your business. Do you want to make people feel hungry, excited or happy? That is what you need to be defining at this stage.
A brand needs to be consistent, with the same tone of voice through every single touch-point that a customer could hit your brand through. It’s about internal communications, ensuring that your employees all understand the same values, and can define your business in the same consistent way across all departments and locations. It’s certainly more than a logo.
3 – Creating content without an end goal
This is the bad habit of not strategically planning your online content ahead of time. This means that content will be inconsistent, and may not have a purpose. When content doesn’t have a purpose, it’s hard to measure its success!
Instead, plan ahead. Decide what your objectives are from social media and web content, and ensure that you use a relevant call to action that can help push towards your goal. Write your content in advance to ensure that your tone of voice is consistent and content is sent out at the optimum time and with the correct format that is the best for your audience.
4 – Not measuring properly
How can you know if your marketing and brand are working if you aren’t setting appropriate goals to track your success against?
Many people look at the same KPIs – how many hits is your website getting? How much time do people spend on your site? How many people ‘bounce’? But do you know what these figures really mean against your business objectives?
If you want people to hit your site to get information quickly, then a high bounce rate isn’t necessarily a bad thing! No one rule fits all organisations and websites. Look at what you want your visitors to be doing and then measure the appropriate metrics against those.
If you have any questions around social media, search engine optimisation, marketing strategy or branding and design – contact us to find out how we can help at [email protected].