Worst Social Media Marketing Mistakes To Avoid Right Now
By Zac Sinks
Worst Social Media Marketing Mistakes To Avoid Right Now2018-04-132018-04-13http://flowlight.co/wp-content/uploads/2017/08/flowlight-horiz-black-logo600.pngFlowlighthttp://flowlight.co/wp-content/uploads/2018/04/smmmistakesblog.png200px200px
We’ve been around the block as a social media marketing team and have seen it all. We’ve also made many, many, many mistakes. The key for Flowlight is that we’ve made a point to practice a cycle of graceful failure, learning, and implementation.
We’ve also seen lots of internal marketing teams make these mistakes and it always makes us cringe. Because we’ve had the opportunity to specialize (and aren’t doing digital/social media marketing as a part of the 100 other jobs we’re tasked with), we’ve been able to learn quickly and be nimble in applying these fixes across multiple clients to prove that they aren’t 1-off errors.
— these corrections will save you $1,000’s and $1,000’s of dollars —
Consider this post a list of the things we wish we knew before spending a penny on social media marketing — our gift to you.
Whether you’re a:
- Small agency owner
- Director of Digital Marketing
- Digital Marketing Specialist
- (insert title of the person who’s trying to make sense of social/digital for your company here)
These items will apply to all of you. Now step 1 before we dive in, and this is paramount:
Open up your mind. That sounds pretty ~ new-age ~ doesn’t it?
Remember this: you’re not bad at what you do. Neither are the folks who work for you. We’re all just trying to figure this Facebook thing out, right? Maybe we help each other along the way?
If you identify a mistake that you’re making, try out our advice for fixing it and see what happens. Our goal is to see you make Facebook into a lead generation MACHINE. One that works for you as you sleep.
To give you some encouragement for trying this stuff out we’ve reduced costs by over 2000% on leads across clients just by correcting these mistakes. Now that we got the disclaimer out of the way…
Mistake #1 – Overcomplicating.
Sometimes, as behaviorally-oriented marketers, we want to create a sequence that considers every possible objection and all the nooks and crannies of the folks in our pipeline. We want to take that and implement it ALL on Facebook.
THIS IS A HUGE MISTAKE.
Most times, when we audit a client’s account, we see that they’ve carefully considered all of the “IF THIS THEN THAT”-type logic. But it’s too much.
For example, in a B2B situation, we’ll see tons and tons of job-title targets with ad sequences for each and every one. Carefully curated content that considers all of the specific pain points of each group to a level of complexity that almost creeps you out.
You or your digital marketing champion might be saying,
“It’s going to be great. We’ve done our research and we know EXACTLY which pain points to agitate for each of these demographics, so they’ll see the value in our product (which of course we LOVE and know is better than competitors).
We have a 12-step, time-oriented sequence that lasts for 3 quarters on how to retarget these demographics with window-washing-specific videos on why your hands take a beating and on agitating the pain of having ghastly callouses the size of small mountains on your palms.
We’ll spend a month shooting them videos of fellow window washers testifying on how sweet our cream is. If THAT doesn’t hook them, we’ll spend another month shooting them follow-up sequences on how our product is perfect for them. Repeat for climbers and gardeners.”
Here’s the problem. It’s overkill. It’s not scalable.
You’re starting too heavy on the behavioral side of things before having the answers to the bigger questions:
- Do we have a lead magnet that works?
- What value are you providing? Reverse engineer from there. If you’re selling a software for real estate agents that pairs them with folks in the market for homes, how are you going to offer enough value to get an email?
- Well you’re SaaS, so you probably offer them a free trial through a social media ad. You can also give them a list of lead generation tips that you’ve collected after working with over 1,000 real estate agents. You might go HUGE value and promise them 50 leads in their area for free, so they can get a taste for how easy you make their job. Which one gets you the most emails for the least amount of work?
- How can we warm up our audiences before sending them straight to a lead magnet?
- Blog posts on the inefficiencies of real estate lead nurture and lead gen
- Convert the same content into videos and podcasts and promote to warm folks up. Establish yourself as an authority on the subject. They’ll trust you more with an email if you can prove you know what you’re talking about.
Mistake #2 – Not Tracking Conversions & Setting the wrong KPI’s.
Want a quick win? If you haven’t already, go install the Facebook pixel on your website, so you can track whether or not a user has converted to a lead.
If you’re not doing this, all your money is being blown to the wind. Track what ad dollars are driving.
Facebook, in particular, is great. It gives you more metrics than you can handle, but the overwhelm is palpable.
We’ve seen companies optimizing for reach, impression, clicks, etc. This might work for the realm of traditional media/ad buying, but not for social.
Social will vacuum all of your money with no remorse for what goes to waste, so it’s up to you to set the right KPI’s that move the needle.
We’re talking about lead generation here, so your KPI is:
That’s right. Leads! Not clicks, not link clicks, not CPM, and certainly not video views or Click-Through Rate.
These can be great diagnostic metrics, but they’re certainly not making you money unless they’re driving high-quality leads.
Track/count your leads using one of two methods.
Standard Events. Have a developer implement a ‘Standard Event’ (Facebook’s conversion tracking code) on the thank you page of your lead magnet.
Custom Conversion. Assuming you have the Facebook pixel installed, you can create your very own conversion i.e., Free Trial Thank-You Page.
Mistake #3 – Not optimizing for conversion.
Facebook has a complex algorithm that can put your ad in front of people who are much more likely to engage with your ad. So all you have to do is tell it who you’d like to serve ads to and make good content.
Make sure to optimize for “Conversions” and either select the custom conversion you made or the Lead standard event you implemented.
Mistake #4 – Cold Calling Instead of Remarketing.
Don’t go straight to a cold audience on social media with a lead magnet and ask them for their email.
- you have little to no trust
- you actually have even less than 0 trust because you’re advertising on social media (the news is fake!)
- you have a perfectly good audience of folks who have already shown intent by visiting your site organically (you didn’t pay them to visit)
You have to start off by proving trust and providing value. This isn’t fake value. This is real, actionable, quick-win value.
Give them something to get excited about, so when you ask for their email, they’re delighted.
You wouldn’t go on a date with a complete stranger would you? They need to build trust and show you they’re worth spending more time with before you continue in the relationship.
It’s just how we work as human beings.
Do this through blog posts and “top-of-funnel” content. Optimize this, so you’re not spending a bunch of money on it to get traffic. Retarget this traffic (make an audience of users who visited your site in the last 7-28 days, depending on the nature of your business).
Then, once you’ve primed them with value and/or agitated a pain point, offer a high-value solution in exchange for an email.
Mistake #5 – Messing up on landing page design.
All this hard work on building a funnel won’t be worth anything if you send them to a landing page that looks like it was built by a hacker in the 90’s.
- Keep your intentions clear.
- Keep your design simple.
- Design your ad with your landing page in mind (don’t send them from an ad that looks clean to a landing page that looks like it’s built to steal credit card information).
- Make the form obvious and easy. If you’re trying to get an email, make it frictionless to give you an email.
- Optimize for mobile.
Mistake #6 – Not optimizing for mobile.
This is the final mistake. We’ll leave you with.
Everyone is on their phones. Over 70% of all the leads we’re driving in 2018 are coming from mobile phones. Users are looking more and more to their cellphones for computing and day-to-day personal use.
People are engaging with your brand across multiple devices, but the reality is that they’re discovering, engaging, and/or converting on their phones.
So make sure that:
- Your site is mobile-friendly and mobile responsive. Keep those forms easy to fill and if you don’t have the developer talent to do that, choose to target users on phones with auto-fill capabilities. Heck, try running a test to see if that drives some lift regardless of the size of your forms.
- Your site is fast on mobile. People are impatient. You’ll waste money on any user who has to spend more than 5 seconds on load speed — exponential drop-off for every second your site takes to load.
- You’re making use of Google AMP on blog subdomains for nearly instant load times on your articles. If you don’t know what Google AMP is, Google it today and start implementing it as quickly as you can for content. Endless benefits for this one!
Bonus: Mistake #7 – Not learning from mistakes.
We live in a world of data. Data feeds intuition. We can’t blindly walk into what our hearts say are right, and it’s not smart to either.
We have instant feedback, so we’ll know very quickly whether or not our brilliant ideas are seen the same way by our target demographics.
If there’s on thing that social media has done for me, it’s humbled me and driven me to pursue the unceasing human endeavor of education.
Always learn from your mistakes and be nimble in trying new things. It’ll bear fruit as you quickly cycle through experiments and adapt to your audience.
Remember that your goal is to help people by creating value for them and money is the indication of whether or not they value your offer enough to pay.
Create value along the way and learn what they want. Don’t look to the likes of Steve Jobs to compare yourself to. These icons may have told people what they want, but they were gods of marketing and testing to figure out the best way to present what this was.
You may have a new innovative way of doing something, but you have to test the best way to communicate why this is valuable and make use of Customer Value Optimization to lead someone from not knowing you, to trusting you, finding value in your nurture, converting, and later telling everyone else about you (brand evangelism).
Your job is to start simple and grow with your audience and data.
Hopefully you find this stuff helpful and save a little money in 2018. If you do, let us know in the comments!