Because the social media landscape changes so quickly, and the fact that there are so many new up-and-coming social media platforms arising, it can be difficult for businesses and digital marketing agencies such as MediaGroup Worldwide to keep track of everything that is going on. Like most popular marketing strategies in the past, there are a lot of myths surrounding social media marketing, especially for those who are unfamiliar with these platforms. As such, here are a few common social media marketing myths that we have debunked so that you can leave them behind.
You should use every single platform
This is a very popular social media marketing myth often believed by beginners first dipping their toes into this marketing channel. But just because you can name a lot of social media platforms off the top of your head does not mean that you should set up a profile on all of them! Doing so is a great way to achieve stress and burnout.
Before committing to a social media platform, it is always best practice to know who your target audience is, what your business does, and what you are planning to achieve when using a platform. This is because each social media platform has a slightly different demographic. If you want to target teenagers or GenZ you may want to use TikTok or Instagram. If you are very product-focused, you might use an image-sharing app. If you are looking to build a community and generate conversations, then Twitter might be a good choice.
This way, you can narrow down your choices to see which platform works for your brand. Not every platform may be worth your time. You never want to spread yourself too thin, especially with platforms that do not even benefit your business. As the saying goes, if you target everyone, you target no one.
Having a social media presence will give good returns
Most people believe that just creating a social media account and then leaving everything up to chance will be okay for the business. However, this is not necessarily true. While it is still possible to get good results on your social media platforms, you cannot neglect other aspects of digital marketing. This means that you must still make an effort to continuously monitor and engage with potential customers online.
Some things that you must remember to do include interacting and responding to your audience, making sure you plan, schedule, and post content, and maybe other marketing activities such as reaching out to influencers, bloggers, or journalists. You should also spend some time learning how the platform’s algorithm or SEO works, and what are the best tags to use to optimize your posts. This way, you not only create an online profile for your brand, but you take the steps to optimize the account and make it work for you.
Social media alone is sufficient
It is certainly true that social media can do a lot of things for your brand, such as building brand awareness and customer loyalty, as well as engaging online to soft-sell your products and services to potential customers. However, you also need to be aware of other marketing channels. This can include traditional advertisements, public relations, email marketing campaigns, PPC campaigns, and more. The type of marketing channel that you choose to use should be targeted to your audience and reflects what kind of business you are.
For instance, if your business is mainly selling craft items, you could try using media outreach to get your product written about in a magazine or blog. This way, you do not have to spend so much time building your own audience – you can rely on a journalist or blogger’s own audience instead. If you are a food and beverage business, you might also think about hosting live events, such as taste tests or going to food markets and fairs. On the other hand, if you are a more digital-based business, it might be important for you to rank well in search engines like Google. In that case, you might also want to invest in making sure your website is SEO optimised and build backlinks so that your site can be easily searchable by your target audience.
You no longer need to do email marketing
Much like the above point, while social media can do a lot of things for your business, it is not the only marketing channel out there. Although there are businesses that believe email marketing is a relic of the past, studies have actually shown that email campaigns have the highest ROI in terms of digital marketing. This is because you are (for all intents and purposes) delivering your content to your audience one-on-one, without needing to compete with other people’s content in the immediate vicinity. Furthermore, most established companies know how important it is to build an email list. As an email list cannot be taken from you, this means you can still contact your audience even if a social media platform goes down or your account is suspended or deleted.
Email marketing campaigns can help your business with a variety of things. Aside from enhancing your brand visibility, it can also be used to send out urgent promotions, educational long-form content, or newsletters telling your audience more about your business. This way, you can cost-effectively increase your sales and leads.
Social media marketing does not drive your bottom line
Again, this is not necessarily true, although there is some nuance here. While there are a lot of factors that can drive a business’s bottom line, that is not to say that social media marketing has no effect. It has been shown through data that to an extent, social media can help drive leads and customers. Here are a few surprising statistics below:
- 34% of consumers use social media to look up and research a brand’s products and services.
- 83% of people use Instagram to find new products and services. In addition, 87% of them said that after learning more information, they then took specific actions such as making a purchase.
- 43% of GenZ customers have purchased through social media platforms.
- 79% of people have stated that seeing user-generated content on social media platforms has greatly influenced whether or not they made a purchase.
- 64% of buyers would rather send a message through social media than call a business’s customer service.
Newer platforms are not worth taking seriously
Unfortunately, many still believe that newer platforms cannot measure up to the old ones and should, therefore, not be taken seriously. But this could not be further from the truth. For instance, both Snapchat and TikTok have attracted many teenagers and GenZ due to their unique features. While Snapchat is famous for its impermanence, TikTok is famous for its short-form video content.
Even though the content created can sometimes be odd and frivolous in the eyes of most companies, brands can still use them as marketing channels. Businesses may choose to use them to showcase behind-the-scenes content or to make them appear more relatable and human to audiences.
As such, even if the platforms may not have all the tools and features needed for marketers and advertisers yet, it is important to keep an eye out for them and watch for any new developments.
If you are interested in digital marketing, check out the new trends in digital marketing to be up to date with the new strategies in the marketing world.