Most current entrepreneurs, including beginners, know the relevance of social networks to their respective businesses. However, in the pursuit of positive likes, shares and comments, it is common to fall into very common marketing mistakes.
We know that it is very frustrating to see that the brand is not performing well in major networks, especially for those who rely on these channels to secure sales.
However, fixing this is not always a difficult task, just having the necessary knowledge. Digital Marketing is news to many companies, but success begins after demarcating strategies, knowing what to do and what not to do.
Today, we are going to focus on key marketing mistakes. If you are having difficulty securing results, this text may be for you.
First of the marketing mistakes: forget to attract
Have you ever felt uncomfortable receiving a call from a telemarketing center that was offering you a service you did not need? Have you ever been approached on the street by some store clerk who took advantage of your distraction? It’s pretty annoying, is not it?
The motto here is to stay away from invasive strategies and avoid bombarding the user of content that he does not want to see.
Inbound Marketing, also known as attraction marketing, is the opposite of that, and is what your business needs to focus on. These are strategies that seek to attract the attention of the client by offering relevant content and being useful for those who watch or read. It is a less mechanical form of interaction that seeks to attract attention by offering something in return and prepares for when the customer arrives.
Data show that this type of marketing, which consists of content creation, can generate 3x more real business opportunities (leads calls) than invasive marketing, as well as being much cheaper.
Have the persona of your company indefinite
What is the profile of your ideal client? What are the consumption habits, their needs, personal preferences? All this makes up the persona of your company, the typical customer, for whom you are offering your product and service.
Today, consumers are everywhere, they know what they want and how to get it. Therefore, defining a personal is essential to know how to approach this consumer who is increasingly demanding.
It is a fundamental step for marketing strategies to actually reach consumers and not waste resources and efforts to attract those who will not be captivated. Setting this persona is not difficult, but it is extremely important to get results.
Produce purposeless content
Remember that we talk about attraction marketing that is about attracting your customer by offering something useful? So your “currency” exchange will be quality content, which will make the user do not regret having entered your profile or website to check what you have to say or show.
In addition to attracting visitors and potential customers, content will also guide you through the catalog. Therefore, it is important to produce something that, besides being useful, relates to what the company offers. Something that justifies the presence of the customer in your profile or page.
And when we talk about content, it can not be anything, but it can be many things. Texts for blogs, videos on Youtube, group of images or series of stories on Instagram. There are many ways to produce something useful that captivates a client. It depends, of course, on your segment and what is the persona of your brand.
All this is essential for your company to be seen as an authority in the field, differing from so many others that only seek to attract attention without strategies.
Unaware the client’s purchase journey
Here’s another item in the Getting to Know Your Customer category. The buying journey is what will be behind the strategies to attract the ideal person at the right time and in the right way.
The journey is basically defined in three stages, which are the moments by which the target audience passes before becoming a client:
- Consciousness: the consumer recognizes that he has a problem or need that he needs to solve or learn about.
- Consideration: when you already know what you need and consider your options.
- Decision: After pondering the choices, you know what you need to do.
Knowing what kind of content to offer for each of these steps is important in order to captivate the customer and guide him through to decision making where he can opt for a product or service of his company.
In your social networks you will have potential clients who will be in different stages, from the first to the third. There are specific content types for each step.
In the stage of consciousness, the ideal is broader content that will arouse public attention: posts, articles and e-Books with introductory themes are interesting.
In the second stage of consideration, it is possible to do more in-depth content, bringing examples of solutions to the client’s problems. A good idea is to bring real success stories, for example, to bring a situation where an entity solved your need through a product or service of your company.
Lastly, at the decision stage, it’s time to convince yourself about the quality of your brand. It is possible to offer free samples, corporate materials, cumulative benefits, temporary discounts, all through produced content. Basically, everything you can offer that proves the quality of your service.
Not offering facilities
Even if quality content is produced, you can not expect your intended customer to contact you “out of the blue”. It’s important to offer something that gives you the chance to get your business in touch with that customer.
Just a “contact” button on your website or social network is not enough. Options like “asking for a quote”, “download our e-book for free” or “have the first 30 days free”, for example, are ways to establish a better contact with the customer and show the facilities that the company offers.
Most important, in fact, it is not about offering these facilities, but getting ways to get in touch with the customer in future situations.
When he wants to take advantage of this offer, he will have to offer his data, especially his email. From there, the company already has this contact marked in its database, and can continue to feed this customer with new content, guiding it to new business, what we call lead nutrition.
Forget what really matters
Many companies base their content to achieve results that, in practice, do not bring business opportunity. Post and tanned views on the page or profile do not necessarily lead to sales. What it does, in fact, is well-crafted content.
It is far better to analyze metrics that indicate business accomplishments. Among the most important are: number of unique visitors; number of leads generated; and how many customers were conquered.
Leads, much used term in digital marketing, is quite important here. It refers to the number of people registered and interested in acquiring such product, service and content. Basically, it is when an average user happens to become a business opportunity for the company. The amount of leads generated is one of the key indicators to know if the strategies are working or not.
Marketing mistakes are also human
For any company that is starting or has never had a chance to know the optimal strategies for your brand, it is normal to make such mistakes.
However, learning from them is essential. Persistence in meaningless strategies and lack of goals can in fact lead to the worst consequences for business. The digital platform today is the most important environment for the establishment of businesses, no doubt.
With our article, we hope to have helped you focus more on your strategies, avoiding major marketing mistakes.
However, even with all the tips in the world, we know that helping marketers is also important in aligning goals and ensuring good content. Therefore, we indicate the Projetual, a digital marketing agency specialized in obtaining results through social networks. Get to know them!