The Biggest Mistakes Marketers Make on Social Media

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Iva Djukić 

Starting out at any job means that you’ll definitely make mistakes. You won’t be familiar with many of the unspoken rules or you won’t know about what sources to trust.

You’ll probably come across articles that tell you the best time to post or even what type of content you should post. However, almost none of these will teach you how to do it perfectly for your own company. Ultimately, you’ll make some of the biggest mistakes in marketing if you’re not careful.

It’s impossible to get everything right the first time, it’s just a natural way of learning things. But if you know about some of them, you can avoid making some of those mistakes. Since there are a variety of mistakes and it would take forever to go over all of them, we’ll go over some of the biggest mistakes marketers make. Let’s get started!

Don’t know who they’re talking to

We’ve repeated this many times, but only because it’s so crucial: you need to know who your target audience is. This is actually one of the biggest mistakes marketers make. Your ad creative could be a valuable asset, but that’s only true if the right people are seeing it. In 2015, Quantcast created a report on reaching the right audience and shared some interesting statistics about how businesses spend their budgets to narrow down their scope.

Quantcast study on marketing and targeting

They found that psychographics and demographic targeting are the most important for companies’ campaigns across almost all levels of revenue. This is something to consider when you start to plan your next ad campaigns and how to narrow down your audience. 

So what should you be doing to get to know them? To briefly summarize, you need to:

  • Create buyer personas
  • Research your industry
  • Analyze your audience
  • Use targeted ads on the right social media platforms

Without getting to know them, you’ll misunderstand their needs and have spent time and your ad budget targeting people who were never going to buy your product in the first place.

Your social media profiles can give you a detailed insight into your target audience. Analyzing your audience can be done in two ways: you can use the built-in analytics tools in the social media platforms like Instagram or Facebook Insights, but there are quite a few obstacles when you use these tools.

For example, Instagram Insights doesn’t let you export your data, so you will have to spend a significant amount of time each week manually writing down your metrics. What’s more, the time frame you can select and metrics will be limited.

Aside from the built-in analytics, the other option is to use an external tool. Sotrender, for example, allows you to add your social media profiles to the tool and analyze your audience, your performance metrics, and also export your profiles’ data quickly.

The data can give you insight into audience demographics, when your fans are awake, and how they interact with your content. In general, you’ll get a bigger picture of the brand-client relationship with a few clicks.

You might find out that your audience would benefit from region-specific pages, or that you should add communication in more than one language if the audience segment is big enough. Checking demographics and activity are simple ways to check when you should be posting to get their attention.

Of course, this isn’t all that you should do, but it’s a simple first step in the right direction. 😉 It’s especially important at times when your target audience’s interests seem to have changed. Make sure you adapt to their interests and behaviors so you can stay relevant.

Analyze your social media performance

They don’t plan their content

For one, the rate at which they post becomes unpredictable. At times, they could neglect some of the platforms that you’re supposed to be active on. Of course, you shouldn’t have an account on every social media platform if your audience isn’t there. If you don’t regularly make videos, YouTube isn’t all that necessary for your brand. These are some basic things to consider.

It becomes an issue when you’re posting content that has no common theme, and your profile just looks sloppy. At some point, you risk posting about the same thing way too often. Repetitive posts bring very little value since they’ve been there, done that. Of course, this doesn’t mean you shouldn’t stick to an overall theme, but you should consider keeping the content fresh, checking what’s trending in your field, and which profiles are doing it right.

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