WRAP-UP FROM ‘NAVIGATING THE DIGITAL MARKETING MINEFIELD’ HOSTED BY WCIE
Zoe Freeman, Annette Sharp and yours truly presented a series of ‘digital don’ts’ based on the collective of our experiences. Some hilarious, some helpful and some hugely insightful guidance on the common mistakes marketers make. In addition to avoiding digital snake oil peddlers (dodgy agencies claiming instant social success), our top pitfalls to avoid include:
1. Same content across all channels
Up to 1/3rd of your users will follow more than one channel.
Seeing the same content across all channels is plain old boring. Even when the basis of your story is the same, such as driving traffic to your blog, varying the image and intro will increase the likelihood of gaining interest and engagement.
2. No simplified click through path
With a specific call to action you need to limit the amount of clicks required to reach the desired outcome. For Facebook and LinkedIn this can be a direct URL within the post. For Instagram it’s important to know URLs do not work within your comments. An option such as Link Tree allows you to have multiple links within your bio that you can use to make the click-through path easier and more direct.
3. Quantity over quality
Some business coaches will advocate posting on a single channel upwards of 2-3 times per day. Putting on your consumer lens think about what is appropriate for your audience. Posting more than once a day is a hungry beast to feed. Great imagery and content will result in better engagement, rather than a sheer volume approach.
4. Platform overload
Channel selection should always be driven by what is appropriate for your target market. If you host a lot of events or are actually involved in current affairs and news then Twitter is a great option. If your product or service has visual appeal then Instagram works super well. Where your market is business and commercial, LinkedIn should be your primary platform. Facebook is still the most commonly used platform at 94% usage (Sensis 2017). Don’t feel like you have to be active on all platforms. Pick 2-3 maximum and deliver great quality with consistency.
5. Not using video
Over 30% of all content consumed is video and this is only set to rise. The Facebook algorithm places priority for video. A few quick YouTube tutorials and you’ll become a 20 second Spielberg in no time. Keep video content short and sharp. Use the text tools on Insta and Facebook to add information about the content and increase interest in your posts. Live stories will optimise your thread and keep you at the top of the page for longer.
6. Missing engagement opportunities
All comments on your Social Media should be responded to (ignoring any bots of course). Thank people for taking the time to comment, and where appropriate look for opportunities to cultivate conversation. Use emojis sparingly. They are #Instalazy.
7. Timing misalignment
Consider the timeliness of your posts through your customers lens. The 2017 Sensis data states the majority of people check their social channels between 7 and 8 am (51%), and 7 and 9pm (79%), with a secondary influx around lunch time (47%). If you post outside of the optimum times for your audience you risk your content not being seen by your target audience. This often happens when you post live as opposed to using a scheduler.
8. Not using a scheduler
Buffer, Hootsuite and Grum are amongst the best Social Media schedulers. By pre-planning your content you get to curate both the aesthetics of your content, and the information flow. Plus you get to pick the time of your posts. An even flow of information, education, product/service pitch, brand and inspiration is an optimum schedule of content. Using a scheduling tool will save you significant time by batching content and your workload, and facilitate consistency.
9. Same same hashtags
Hashtagging is a whole subject on its own and has a large effect on your Social SEO. In short, take the time to adjust your standard set of hashtags to reflect the exact content of each post. Avoid over populated tags such as #like #love #follower #instagood and #instalike which could result in shadow banning. While Instagram has popularised the use of hashtagging, don’t forget they also have value in Facebook and LinkedIn too.
10. No call to action
What’s the purpose of all this anyway? The CTA is your deal closer. Ask for it. If you have an even flow of content (refer to point 8 above) this won’t feel too pushy or salesy.
Vicky Mann, V|CMO Principal, is an old-school generalist Marketer with a passion for strategic frameworks, digital process automation, and data analytics to drive sales outcomes. V|CMO provides freelance services to companies wanting to move forward. Whether you need to do more with less, or are busy boot-strapping your business, V|CMO can help you deliver your business objectives (without the cost of an FTE). Get in touch