When it comes to your social media strategy, knowing what to do and when to do it can be pretty overwhelming. What platforms should you spend the most time on? And how should you use them to most effectively grow your business or brand? With ever-rotating trends, platforms, and new features, the rules seem to change faster than you can keep up. 

If you want to grow and expand your business, social media is one of the most effective ways to do it. But that doesn’t mean simply throwing up a few posts a few times a week. What matters is that you’re doing the RIGHT things at the right time if you want to see growth and sales as a result of your online strategy.  

Here are 3 major mistakes most companies make when it comes to their social media strategy, and what you should be doing instead. 

Change #1: Choose the right platforms to tell your story.

From Tik Tok to Instagram, Facebook, and more, there are dozens of social platforms out there with new ones popping up every day. But one big mistake that many businesses make is attempting to be everywhere all at once. If you want to play it smart with your time and resources, choose 1-3 platforms where your ideal clients spend most of their time. Use those platforms to build connections, share relevant content, and as a result, make sales! Don’t commit to a social outpost unless you’re ready to stay consistent and connect regularly for your audience.

Do you have a large amount of video content? Youtube or Instagram may be for you. Are you promoting an online course or sharing business-focused articles and research? Try LinkedIn! Want to build an online community that keeps you connected to your ideal customers? Start with Facebook Groups. When it comes to your social presence, it’s just as much about where you show up as what you do when you get there. Choose the platforms that you enjoy most and best serve your business, and leave the rest behind. 

Change #2: Focus on quality over quantity!

It’s important to show up regularly on your social platforms to build trust with your customers and increase sales. But that doesn’t mean you need to post every day multiple times a day! When you DO share content, make sure it’s engaging, helpful, and relevant to the people you want to serve. Don’t post just to post! Creating a consistent content calendar with posts that will be helpful, relevant, or entertaining for your online community will go a long way. 

Here are a few questions to ask yourself before sharing a post:

  1. Does this content accurately reflect my brand or business?
  2. Is this educational, heartwarming, or entertaining for my audience?
  3. Is this photo/video/copy a good representation of my overall brand?
  4. Do I have something to say that is helpful, encouraging, or interesting?

If the answer to any of these questions is no, reconsider or recraft that post until you can get a resounding ‘Yes’! When it comes to your socials, always choose quality over quantity.

Change #3: Make sure you’re talking to the right people.

A common mistake for marketers and business owners alike is focusing more on their follower count and the number of likes instead of ensuring they’re speaking to the right people.

Let’s say you’re selling organic, sustainable children’s clothing. You set up a website and email list, followed by your social media accounts. You ask family and friends to like your page, and maybe even buy a few followers (don’t ever do this!) The problem is, even though your follower count is rising, many of these people probably aren’t interested in purchasing your product. They may not even have kids! So how do you find the right people? 

Certainly recommend your account to friends who do have children and ask them to pass the word along. Then, engage with complementary brands and their followers. Spread the word in relevant online groups and communities, and even consider targeted advertising to your ideal customer. (Need help with your advertising? This is what our Red Bird Social team does best!)

Are you happy with your current social media strategy? Which of these changes could you make to further expand your brand through your social platforms? 

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