5 good Social Media Marketing strategies and 5 common mistakes

Introduction

While many will argue that there is no substitute for traditional forms of marketing - for example, exhibiting at trade shows and real face to face engagement - there is no doubt that social media marketing offers huge global access to target audiences and opportunities for engagement. However, the approach can vary between companies selling manufactured goods and those offering services.

This blog suggests 5 effective strategies for social media marketing, including examples and differentiates between product and service companies. It also talks to 5 all too common mistakes !

Suggested top 5 Social Media Marketing Strategies

1.     Content Marketing and Storytelling

o   Product-based companies often leverage content marketing by creating engaging stories around their products. For example, GoPro uses their customer generated content to showcase adventurous experiences captured with their cameras – creating an emotional connection with potential customers by highlighting real-life applications.

o   In contrast, Service-based companies often focus on storytelling that showcases customer success stories and testimonials. For example, HubSpot shares case studies of how their services help businesses grow; helping to build trust and credibility with their potential customers.

2.     Influencer Partnerships

o   Now you may not have the budget of a Nike who attract top tier celebrities and influencers to support their marketing campaigns, but you can consider:

-        Putting the feelers out to collaborate with micro-influencers who have a strong, engaged following in your niche. For example a local fitness apparel brand may partner with a well-known fitness trainer on Instagram who has say 20K – 30K followers. The trainer shares their workout routines while wearing the brand’s apparel, emphasizing the brand's commitment to high-quality, functional fitness wear.

 -        Creating an authentic and relatable brand story that resonate with your target audience and can attract support from individuals who align with your values. For example: a sustainable skincare brand may share its story of sourcing natural ingredients from local farmers, emphasizing fair trade and eco-friendly practices. They collaborate with an eco-conscious beauty blogger who shares their commitment to sustainability and features the brand in their posts.

 -        Aligning with social causes that may attract high-profile individuals who are passionate about those causes. For example: a small athletic shoe company launches a campaign supporting youth sports programs in underprivileged areas. They partner with a local athlete who is passionate about giving back to the community … and the athlete shares their involvement and the brand’s mission on their social media.

o   As a Service company you can also benefit from influencer partnerships by looking to collaborate with industry experts or thought leaders in your field. For example: a financial advisory company may partner with a credible and well-known financial expert to share insights and advice, thereby positioning themselves as a trusted authority.

3.     Engaging Visual Content

o   High-quality images and videos showcasing products are an absolute must! Apple excels here - consistently sharing visually stunning content that highlights the design and functionality of their products.

o   As a Service company you should consider using visual content to simplify complex concepts. For example, an IT service provider may use infographics and explainer videos to demystify their services, showing how their solutions address specific customer pain points.

4.     Interactive Campaigns and User Engagement

o   Interactive campaigns like contests and giveaways can drive user engagement and product awareness.

o   And Service companies can engage users through webinars, live Q&A sessions, and interactive polls. For example: a digital marketing agency might host live real-time sessions to answer audience, providing valuable insights and helping to foster community engagement.

5.     Targeted Advertising

o   Utilizing social media advertising tools to target specific demographics is very important. For example: a beauty brand like Sephora will use Facebook and Instagram ads to reach young women interested in makeup, homing in on their age range and interests.

o   Service companies will also leverage targeted ads to reach niche markets. For example: as a Business Coach I may well use platforms like LinkedIn and Facebook to target business owners and senior managers in the industries where I have expertise and credibility.

Suggested top 5 Social Media Marketing Mistakes

1.     Lack of Consistency

o   Inconsistent posting can lead to reduced brand visibility and engagement, and followers jumping ship to competitors.

o   Service companies that irregularly post may seem unreliable. And an advisory or  consultancy service that doesn't consistently share industry insights may struggle to establish authority.

2.     Ignoring Audience Feedback Ignore customer feedback at your peril. Dig your head into the sand and damage your brand reputation and customer trust; and risk negative customer reviews and lost opportunities.

3.     Overly Promotional Content

o   Be careful not to constantly push sales messages. Balance with informative content that really adds value and is interesting to the reader.

4.     Neglecting Analytics

o   Do not fail to regularly measure, track and analyse the metrics – to assess trends, and the detail of what is and isn’t working with your marketing. For example Google Analytics and Facebook Ad Manager reporting are very useful tools to be used.

5.     Lack of Personalization

o   Generic content fails to connect with audiences. For example: in a highly competitive field, a consumer electronics brand that doesn't personalize its marketing efforts is likely to struggle to differentiate in a mature and crowded market.

o   As a Service company you need to consider the need to tailor your messaging to different segments that may be applicable to your business. For example: a health coaching service that sends the same content to all clients, regardless of their goals, might fail to engage effectively and certainly pose opportunities.

Conclusion

Effective social media marketing requires a strategic approach tailored to your business, whether you sell products or provide services. By leveraging content marketing, influencer partnerships, engaging visuals, interactive campaigns, and targeted advertising, companies you can improve your online presence and increase growth. However, you also need to be very mindful of common pitfalls such as inconsistency, ignoring feedback, overly promotional content, neglecting analytics, and lack of personalization. So, think on … understand and address these challenges, so that you can maximize the potential of social media marketing and journey closer to reaching your goals.

End

Please reach out to me should you wish to add or clarify anything.

Neil.