5 Mistakes Your Small Business is Making on Instagram
I won’t lie to you, social media is not easy. And any “experts” trying to convince you that it is are getting some serious side eye from me.
Not only is creating content and showing up for your audience time consuming, between all the trends and new features, most social platforms are also CONSTANTLY changing.
So if you’re struggling because you haven’t figured out how to make it work for your business, it doesn’t mean there’s something wrong with you. After all, most successful companies have ENTIRE departments dedicated to social media marketing, so it’s no wonder it feels so overwhelming when you’re doing it all yourself.
But flying solo doesn’t have to mean flying blind. And in almost a decade of being a social media marketer, I’ve noticed a few common missteps with clients struggling to make social media work for their business.
Let's unpack the five most common missteps holding your social media back from its full potential.
5 mistakes I see small businesses making when it comes to social media:
Social Media Mistake #1: You’re selling without serving.
Stop promoting your offers without first serving your audience. Your content is your chance to show your audience that you SEE their problem, you validate their struggle, and you’re the one to help them solve it.
Consistently providing free value to your audience not only demonstrates your credibility as an expert, it also builds trust. When you have an engaged audience that trusts you, they’re much more likely to extend their relationship from social media follower to customer.
Social Media Mistake #2: You’re serving without ever selling.
But on the flip side, your content can’t be ALL free tips and education.
If you’re using social media for business, selling is a non-negotiable part of what you’re here to accomplish—which is to grow your business and your profits.
But paying customers don’t fall into your lap by accident. Your audience needs to be regularly reminded of your offers. Because without a clear understanding of how you can help them, the chances of them transitioning from follower to buyer are slim to none.
The key is to find a strategic balance between offering valuable content and promoting your solutions.
Social Media Mistake #3: You’re fuzzy about your target audience.
Without understanding who your audience is, it’s impossible to know how to create content that resonates with them. As a social media manager, conducting audience research is one of the first steps to creating a social media strategy for a small business.
If you haven’t already, start by analyzing your past and current customers and using those to create target personas that define who your audience is, how they communicate, and what they’re struggling with.
Diving deep into your target audience not only clarifies who you’re speaking to but also shapes the content that will make your brand memorable. This is about more than just avoiding a common mistake; it's about leveraging your unique understanding to stand out in a crowded market. Remember, the more tailored your content is to your audience, the more it will speak directly to their needs.
Social Media Mistake #4: You’re expecting overnight results.
Do NOT fall prey to the BS that all these “viral secrets” influencers are shilling. Going viral isn’t a golden ticket to business growth, and there are no overnight success stories in social media.
Social media marketing is a long game. Success requires strategy and consistency—both of which take time! Do your best to view social media as a long game, and aim for gradual, sustainable growth.
Take some time to set realistic and tangible goals and chart your progress along the way. I promise, with consistent effort and strategic planning you’ll begin to see results.
Social Media Mistake #5: You’re not willing to experiment.
Adapting to change is the NAME of the game on social media. Whether it means testing out a new content format, trend, or design, rolling with the punches and being willing to experiment is non-negotiable when it comes to growth.
Things are changing faster than ever before. I mean, can you imagine if someone had told you 10 years ago that lip-syncing would be a serious part of your marketing strategy? The horror!
It boils down to this: Just because something worked for you 1, 2, or even 5+ years ago doesn’t mean it will deliver the same (or any) results in today’s social media landscape. You’ve got to be willing to evolve.
I know it can feel daunting when things are constantly changing, but experimentation is what will ultimately lead you to finding strategies that actually work.
Struggling with any of these Instagram small business mistakes?
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