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8 Biggest Mistakes Social Media Marketers Make And How To Avoid Them
Lisa MarcyesSr. Social Media Marketing Manager@lisa_marcyes
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Housekeeping
Why Social Media?
1 JUMPING IN WITHOUT A PLAN
Goals Channels
Measurement Content
|Strategy
Page 8© Marketo, Inc. 05/02/2023
‒ Create tangible, realistic goals‒ Determine where your target audience is, and go there‒ Define KPI’s and obtain the tools to measure them‒ Content is key
2 NOT KNOWING YOUR AUDIENCE
Page 11© Marketo, Inc. 05/02/2023
‒ Clearly define your target audience and create personas‒ Have a presence on the channels where your target
audience resides‒ Test, test, test
3 MEGAPHONING
Tweet
Snapchat
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‒ Talking about nothing but your brand is boring‒ Cater your content/messaging to each channel‒ Have 2-way conversations‒ Be social on social
4 NOT LISTENING
F ind All Mentions Display E mpathy
A nswer PublicyR eply Only TwiceS witch Channels
-Jay Baer
Embrace Complaints
Page 20© Marketo, Inc. 05/02/2023
‒ Always Be Listening‒ Jump Into Conversations‒ Embrace Complaints, Don’t Sweep Them Under the Rug
5 NO VISUALS
By the NumbersTweets with images receive 150% more retweets than tweets without images. - Buffer
Facebook posts with images see 2.3X more engagement than those without images. - Buzz Sumo
LinkedIn posts with images receive 200% more engagement than text-only posts. - Social Pilot
Instagram drives the most engagement per post compared to any social network. - Sprout
Example
vs.
Think about the emotion tied to contentConsider what would resonate with audience
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‒ A Picture Really is Worth a Thousand Words‒ Include Relevant Images on EVERY Post‒ Incorporate Video
6 MOVING TOO FAST
Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
‒ Slow Down‒ Schedule Posts When You Can‒ Proofread Before Hitting “Post”‒ What Happens on Social Lives Forever
7 NOT MEASURING ROI
Followers
Target Audience
+/- Growth
New Names / Cost Per Lead
Acquisition
Engagement
Likes, Retweets, Comments,
Conversations
Influencers
+/- Interactions
Share of Voice
3rd Party Mentions
+/- Sentiment
Reach
Metrics That Matter
Mid-Stage
Marketing Qualified
Leads
Sales Qualified
Leads
Opportunity & Pipeline
Late-Stage
Opportunities Won
Revenue & ROI
Customer Lifetime
Value
Metrics That REALLY Matter
Page 33© Marketo, Inc. 05/02/2023
‒ Think First-Touch AND Multi-Touch Attribution ‒ Vanity Metrics Can Tell a Story, Revenue’s the Happy
Ending Everyone Wants to Read.‒ Invest in the Tools You Need
8 NOT ADAPTING TO CHANGE
Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 05/02/2023
‒ Change is Inevitable‒ Stay Current on Platform Updates‒ Be Open to Failure‒ Try It
8 Mistakes Social Media Marketers Make
1. Jumping in Without a Plan2. Not Knowing Your Audience3. Megaphoning4. Not Listening5. No Visuals6. Moving Too Fast7. Not Measuring ROI8. Not Adapting to Change
Questions?
