There is nothing more depressing than great potential going unfulfilled. In digital marketing, it is often the case that all aspects of a campaign are perfect from content to keyword research to all other aspects of social media, email, and search ad marketing. Everything is great and the potential of the campaign is immense.
And then, the campaign does not perform to expectations because the social media team misidentified the platform to promote the brand or product. These mistakes often creep into marketing campaigns and have the potential of puncturing momentum.
To solve this problem, there is a need for marketers to adopt a comprehensive approach to plannig a campaign.
One area where misconceptions and mistakes have a habit of creeping is social media. Since success on social media can be too abstract at times, marketers tend to leave a lot of things unaccounted. This leads to a direct increase in risk and puts the success of a campaign in question.
In this article, we will break away from some common social media ideas that are nothing more than strongly-held misconceptions.
Promotion Across All Channels is Important
This is one of the most common misconceptions in social media and leads to many social media campaigns misallocating their resources. There is no need for a brand to promote itself across all different platforms. Every brand has a maximum of two or three social media platforms on which it is ideal for promotion.
The mistake every brand makes is promoting itself on every available platform. For instance, a fintech startup should focus on platforms like LinkedIn and Facebook and not waste time trying to improve Instagram engagement. The audience make-up of every social media platform is different. Marketers have to understand this and promote their brands on platforms that are trafficked by their prospects and customers.
Paid Promotions is a Risk
This misconception is largely held by small businesses. Since a small business or startup does not have a lot of resources to invest in marketing, it is more likely to be apprehensive about spending money on paid promotions.
This line of thinking is precisely why most startups are not able to do well on social media. This in turn causes them to fade away as there aren’t many other platforms that provide the startups a wide reach without investing a significant amount of money.
Small businesses must study how paid promotions have worked for other companies and try and replicate their success.
Long-Term Planning is Futile
Many in social media have been fed the notion that long term planning is not actually worthwhile. This has instead led to many marketers creating highly combustible social campaigns that do not work.
Long term planning is still an important part of social media. The trick is to choose the right KPIs to define a long term startegy. Short term goals such as engagement numbers and follower growth have to be optimized on a weekly basis. Long term plans on the other hand should deal with greater goalss such as ORM and branding.
In conclusion, this article covers three common misconceptions marketers have about social media.
About the Author – Ankit Yadav is a digital marketer with a three years of experience in the field. He currently works at Eduburg, an institute known for its digital marketing course in Delhi.