In this era of digital marketing, social media—in all of its forms and features—has proven to be the platform that is most essential for businesses. If you’re not using social media to promote your business, then I fear you’re missing out big time! Whether you’re just starting out on your micro-business or have taken over your family enterprise, marketing via social media is a foolproof strategy for growing your business. What I love about social media marketing is that it allows old and new businesses to reach new customers. What’s more, it creates brand recognition, and allows for companies to engage with existing customers.

Despite the importance of social media marketing, some of you might still be unsure if what you’re currently doing is working and are unaware of its best practices. With so many platforms, it can be hard to know what to do and not do, and even harder to determine the true value of each platform. The key here is understanding the importance of social media in the business world and how best to utilize it. So, as your go-to online business manager, I want to help you and your business find the success you deserve! Let’s discuss the importance of social media marketing and find out which best practices—if not all—will help you start your own successful social media marketing campaign.

Best Practice #1: Define Your Goals and Target Audience

You should start by asking yourself these questions:

“What do I want to achieve with my social media marketing? Do I want to increase brand awareness, drive website traffic, or generate leads?”

Once you know your goals, you can create a social media strategy that will help you achieve them. Start by setting specific and measurable goals for your social media marketing efforts. Understand your target audience’s preferences, pain points, and behaviors to tailor your content and messaging accordingly.

Best Practice #2: Choose the Right Platforms

Say it louder: Not all social media platforms are suitable for every business. To identify which platform is best for your brand, take time to know where your target audience spends the most time and focus your efforts on those platforms. Facebook, Instagram, Twitter, LinkedIn, and Pinterest are popular choices, but niche platforms might also be relevant depending on your industry. Do take note: different social media platforms cater to different demographics and industries. The best thing to do is for you to focus on the platforms where your target audience is most active and align with your business objectives.

Best Practice #3: Develop a Content Strategy

A well-thought-out content strategy is essential for consistent and engaging social media presence. Plan and schedule your content in advance using a content calendar. You can also check out my list of top tools that can help you automate your content creation. Create a mix of content types, including informative blog posts, captivating images, entertaining videos, and engaging polls or quizzes. Here’s a foolproof hack: focus on storytelling and authenticity to connect with your audience on a personal level.

Best Practice #4: Visual Appeal and Consistent Branding

Visual content is more likely to catch the eye of users scrolling through their feeds. Use high-quality images, videos, and branded graphics that reflect your brand’s personality and values. Once you maintain a consistent brand voice and visual appeal across your choice of social media channel, it won’t be difficult for you to build brand recognition and increase visibility in a crowded marketplace. If you’re on social media (which I’m sure you definitely are!), observe how the pages and accounts you end up scrolling endlessly through are the ones with the most visually appealing and cohesive feed. Now, do the same for your brand. That kind of consistency lets you share your brand’s story seamlessly and tugs at your audience’s heartstrings, leaving them clicking for more. 

Best Practice #5: Engage with Your Audience

Social media is all about two-way communication. When your audience leaves comments, sends messages, or mentions your brand, make an effort to respond promptly. Timely responses show that you value their input and are actively listening to what they have to say.  Ask them questions, conduct polls, or seek opinions from your audience. Encouraging discussions on various topics related to your brand can create a lively and interactive community. It’s not just about broadcasting your message; it’s about building relationships and fostering a sense of community around your brand.

Best Practice #6: Utilize Hashtags Wisely

Hashtags play a significant role in organizing and categorizing content on social media platforms. Ensure that your hashtags are relevant to your content and brand. Avoid using generic or overly promotional hashtags that don’t add value to your posts. While some platforms allow for multiple hashtags, it’s best to use them judiciously. Overloading your posts with too many hashtags can make them look spammy and may dilute your message. Brand-specific hashtags can also help you track user-generated content and increase brand recognition. Truth be told, quantity doesn’t always equate to quality here.

Best Practice #7: Leverage Influencer Marketing

Influencer marketing has become a powerful strategy for brands to reach a larger and more targeted audience. Get to know and collaborate with influencers whose messaging and audience aligns with your target market. The influencer’s followers should be genuinely interested in your niche, products, or services.  You can also consider establishing long-term partnerships with influencers rather than one-off campaigns. Doing so builds stronger relationships and allows for deeper integration of your brand into their content. It’s a win-win!

Best Practice #8: Analyze and Adjust

Social media marketing is an ever-evolving landscape, and analyzing your performance is crucial for continual improvement. Regularly analyze social media metrics using analytics tools. Measure the performance of your posts, campaigns, and overall social media strategy. Use the insights to refine your approach and make data-driven decisions.

Now that we’ve discussed the best practices, let’s also take a look at social media oopsies you need to avoid to ensure your social media marketing efforts are fruitful.

Common Mistakes To Avoid in Your Social Media Marketing

1. Overposting and Spamming: Avoid bombarding your audience with excessive posts. This can overwhelm your audience, lead to “content fatigue,” and result in them unfollowing your page.
2. Ignoring Negative Feedback: Address negative comments professionally and seek to resolve issues. Turning negative experiences around can enhance your brand’s reputation.
3. Inconsistency in Posting: Maintain a consistent posting schedule to keep your audience engaged and demonstrate reliability. Incoherent branding can confuse your audience and weaken your brand recognition. If your branding elements, such as logos, colors, and tone, differ significantly from one platform to another, it becomes challenging for your audience to associate them with your brand.
4. Ignoring Analytics: Not analyzing your performance data means missing out on valuable insights to improve your strategy. Regularly review your social media analytics to understand what content performs well and what doesn’t. 
5. Buying Followers: It might be tempting to boost your follower count quickly by purchasing followers, but this is a detrimental practice in the long run. Purchased followers are often fake or inactive accounts, and they will not engage with your content or contribute to genuine interactions. Instead, focus on growing your follower count organically. Trust me, it’s worth it! 

There you have it! Your secret sauce for making waves in the digital world: social media marketing. Always remember, it’s not just about likes and shares; it’s about forging meaningful connections with your audience and growing your brand’s presence. So, put your newfound skills to the test, stay updated with industry trends, and watch your brand flourish in the vast realm of social media.

Now that you know the best practices to implement and common mistakes to avoid, are you ready to begin your own strategic campaign? Fret not if you’re not! Our social media superstars at All Out Virtual will be your partner in creating strategy, craft engaging content, and analyze results to help you build a strong brand presence, engage with your audience, and achieve your well-deserved digital marketing goals.