“One of the most common mistakes I see is that small businesses don’t have a clear vision of how to measure the success of their social media marketing efforts,” said Kaisa Suojanen, head of growth and marketing at Startuplifers.
Have a vision or end goal in mind that you want those smaller goals to work up to or achieve. This unifies your social media efforts. Try to ensure that your end goal is in keeping with your business’s branding and communications guidelines so that everything is uniform. You can also use your company’s mission and vision statements to spark ideas for your social media strategy.
Focus on quality, not quantity. “Many small businesses use social media to establish an online presence,” said Borza. “And while that’s a valid reason to use it, don’t just post for the sake of posting. Low-quality posts lead to low reach and poor engagement. Instead, focus on creating engaging content, even if that means you’re only posting once a week.”
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Make it a part of your social media strategy to give good thought to and have a reason for every post. Your social media is there to serve your business and achieve a goal, not just to exist. Spend time considering your photo, caption and hashtags as is appropriate for each platform. Publishing tools like Hootsuite or Later help you set up and preview posts before they go live.
“Don’t be impatient,” said Azar. “While it may be tempting to jump to conclusions about the success of your campaigns early on, patience is essential. Rome wasn’t built in a day, and neither is a robust social media marketing strategy.