With only 24 hours in a day and 168 hours in a week, it can be difficult to manage all of the marketing activities related to your business that are to keep customers coming and revenue high. One way to manage everything is to develop a local business search engine optimization strategy to take advantage of social, local, and mobile marketing opportunities. Done correctly, local business SEO can generate a constant stream of revenue by connecting your business with a online customer base.
Done incorrectly, it can do more harm than good to your online brand, marketing budget, and perception of what works and does not. What makes it even harder to get SoLoMo marketing right is the huge amount of misinformation available on the subject. Misinformation leads to mistakes, but like most mistakes, they can be avoided. In this blog, we will identify four common SoLoMo marketing mistakes and ways to overcome them.
Mistake #1 – No Official Facebook Page
One of the most common mistakes I see small business owners make is using their Facebook profile for business instead of creating an official Facebook page. Not only do they do a disservice to their business, but also to their customers. Facebook profiles are for personal account holders. When you post status updates and share media like photos and videos from a profile, you are doing so a person, not a business entity. Engaging customers on social media with a profile creates brand confusion and misleads people. Facebook pages are for businesses and come with some pretty sweet analytics and advertising capabilities. Using the data and ads can boost your fan base and extend your reach beyond anything a Facebook profile could ever accomplish. You might be asking yourself why one would use their personal profile instead of a business page. The only reason that comes to mind is sheer laziness, ignorance, and/or trying to utilize their current friend connections to boost their fan base. Rest assured that whatever they have gained using a profile is not nearly as valuable as what they lose by not having a business page.
Mistake #2 – Not Sharing Blog Posts on Social Media
Business blogs have many uses and one of the main ones is to increase website traffic. You can significantly increase your blog hits and website traffic by sharing your blog posts with your social media fans. Now, there is a right way and a wrong way to do this. Your social media accounts should not be a dumping ground for all your blog posts. Create a balance between fun, educational, and sales posts or you will start to resemble a spambot.
Mistake #3 – Failing to Use Keywords in Image File Names
Images add color, life, and balance to marketing, but there is also a SEO benefit. By plugging keywords into file names, search engines give ranking credit for every image file name that includes keywords. For whatever reason, most folks do not take the time to do this very simple activity. If you want to see the impact, go to Google Images and type your company’s name into the search box. Now do the same for your top three competitors. If you find nothing for your brand and something for your competitors, you catch my drift. If the experiment failed altogether, search for your favorite brand and see what comes up.
Mistake #4 – Not Spending at Least 15 Minutes A Day On Each Social Media Site
Yes, 15 minutes is a long time if you have several social media sites. But in all honesty, it is not a very long time when you think about the fact that some businesses have full-time positions dedicated to social media. These companies are more successful at social media, because they get what they put into it. Not to say businesses who don’t have a full-time position lack the potential to be successful. Quite the opposite in fact. If you plan out your posts in advance and schedule them to release at varying intervals throughout the day. But that is not enough. You need to post a few real-time responses to let your followers know you actually have a pulse. Humanistic marketing makes people love brands. Invest time and you’ll see a return.
These four mistakes are really only the tip of the iceberg. I could go on and on, but these are by far the most common mistakes made in the pursuit of SoLoMo success. Each mistake can be easily avoided and fixed with a little planning and time invested. Being successful at marketing does not always require a huge budget. A little knowledge and effort can go a long way.
What are some other common mistakes you have seen or were once guilty of committing?