In this digital era, one cannot deny that social media marketing is one of the foremost processes to aggregate business. Marketers globally use Facebook, Instagram and Twitter to reach out to their consumers and some have engaged successfully with them. 

You’d be hard-pressed to find anyone who hasn’t heard of National Geographic. In recent years, the brand has consistently ranked number one among brands on social media in the United States, with well over 2.6 billion social engagements across several platforms. This brand understands that communication and engagement are at its best and most effective when it’s a two-way street. Their broadcasts opened the door to an unbelievable experience, and initiated conversation and engagement among its audience.

A report shows that 72% marketers using social media marketing see business growth more than those who don’t. Although, just because 72% of marketers see finer results doesn’t certainly mean that they have outreached their true potential. Every social media site is unique, and marketing strategies can differ visavis the platforms. 

Many marketers make mistakes when they execute a social media marketing strategy due to a variety of choices. Here are some things you might be doing wrong while attempting to reach your target audience.
Failure to meet your target audience

Well, over 3 billion people use social media. This huge number poses a challenge of reaching your target audience at the right time with the right content. You have to dig deep into consumer behaviour, preferences and attitude before tailor out a marketing strategy.  

Some people create their accounts and start posting a lot of content with the aim that their customers will find their profile. In a few cases, this works. In most it does not. You have to ardently work to reach the customers that can benefit most from your product or services. 

Not using negative feedback to your advantage
Customer reviews should be viewed as an opportunity to learn rather than a blow to the ego. Some professionals tend to ignore negative reviews in order to get to the root of the problem and better their business, whereas others see the review as a personal assault. If you’re in the above category, consider how you can transform negative feedback into positive feedback. Take, for example, someone who tags your brand in a negative review on Twitter. Instead of allowing anger to overcome you, ask the user to send you a direct message so that the problem can be resolved.

When one Twitter user boarded his JetBlue flight, he was disappointed to find out that his TV screen was not working. He immediately tweeted the airline and got a reply within minutes. JetBlue was quick to not only respond but also offer up a credit for the malfunction. What do you think he thought of JetBlue service?

Lacking personality or brand identity
Surprisingly, 45 percent of people said Facebook had an influence on their buying decisions. The network connects people, but it’s the convergence of customers and brands that seals the deal. If you’ve already determined who your target market is, make sure your content and messaging are consistent with your brand ethos.

Ignoring the importance of diversifying your material
Another popular blunder made by many marketers is failing to diversify their content. There are several ways to upload and share content with your fans on social media. Since you’re essentially posting the same content every day, you don’t want to miss out on these opportunities.

To begin, you’ll want to share as many of your most useful blog posts as possible. We already know that blogging can benefit your company, particularly because companies that blog see a 98 percent increase in growth leads. However, by sharing your content for users on social media, you can increase that figure. 

If you’ve gotten this far, you should start collecting consumer reviews and analysing your products and marketing errors internally. Instead of allowing your failures to define you, use the wisdom you gain along the way to create a path to success.