A lot of businesses today understand the importance of social media but they don’t know how to maximize the use of this wonderful avenue for reaching customers and building a brand. There is something special about each social media platform, and there are some things that will derail an Internet marketing strategy in no time. Below we discuss a few of them. Avoid them, beware and come out on top of the Internet marketing game.
Not tying in your Internet marketing in a cohesive fashion. Marketing “winners” like Kraft Corporation integrate their Internet marketing seamlessly. For example, they share recipes of dishes and food items that can be prepared using Kraft products by email, on YouTube, Facebook, Pinterest and Twitter. This strategy did not happen by accident. They are intentional and earnest about engaging customers in an integrated fashion. Kraft is described as an influencer for a reason.
Focusing too much on sales. You have to do relationship building on the Internet. As Gary Vaynerchuk explains in his best seller, Jab, Jab, Jab, Right Hook, you have to give people something of value, repeatedly, before trying to push them to buy. “Become someone people trust,” he writes. The storyteller entrepreneur advises giving people a reason to click on your name and find out more about you. From there, you give them reasons to come back. For example, regarding Pinterest, which he describes as a wish list of people and a wish list of places, the platform is all about offering displays and symbols for things that silently discloses. He indicates that people love symbols and displays (which could explain the phenomenal success of Pinterest in a few short years).
Not providing valuable, original content. Vaynerchuk writes about the importance of quality content – be they blog posts or articles. He stressed the importance of giving content which which people find merit. He added that when this is practiced, people who discover such content will recommend your site to others. If necessary, he suggests that companies hire experienced content writers, which he referred to as “curators of content.”
Not knowing what is working and what is not. If you do not have a way to see how prospects are being driven to your site(s), you could be wasting valuable time and money. Tracking results is essential. On Pinterest, UTM (Uniform Tracking Monitor) codes are little text strings on the end of a URL. Using them allows you to see where traffic, leads and customers are coming from. For Pinterest, this can be set up on HubSpot.com. There are also analytics services for other Internet media such as Google Analytics, HubPages, Klout, RJMetrics, Pinpuff and others.
Not taking advantage of videos. People tend to love action. While still images that are large enough, visually arresting and high quality have merit, people will spend more time on a page with video content than they will on a page with none.
Not connecting emotionally with people. People do things for a reason. They visit websites for a reason and they make purchases for a reason. In The Complete Idiot’s Guide to Pinterest Marketing, the co-authors advise that you make people want or realize that they need what you have. Barbara Boyd and Christine Martinez went on to indicate that you do this by answering the question, “How will I use this?” for them, in advance.
Being narrow-minded in your content. Going back to the storyteller entrepreneur, Vaynerchuk, some of the most successful companies expand their horizons outside of normal boundaries. He writes about a tea company with posts and Pinterest pins about a dress to wear for tea and places to relax after a drink of tea (hotels, etc.) In other words, they do not simply post or pin types of teas, the history of teas, etc.
Not being consistent. If you send numerous tweets all at one time and you then become inactive on Twitter for a season, you diminish your impact. The same is true if you post all throughout the day, willy nilly. The best strategy for Twitter, Facebook, Pinterest and other social media sites is to be consistently posting and pinning. To take one day at a time – say for Pinterest – you might post two things in the morning, three in the afternoon and two more in the evening. This gives you a chance to capture people based upon when they are using social media. Some prefer different times of day and you can catch them at their preferred times. This is also where analytics will help you (see number 4). Once you view your analytics, you can tweak your posting and pinning times based upon what the results show you.