This tip appears in a longer blog on the DecoNetwork blog. Click here to see the full article.
Most print and embroidery shops are aware that a professional social media presence is a key marketing strategy, but with so many platforms, algorithms, and updates to consider it’s no wonder businesses can lose their way.
There are plenty of tips on how to get started and how you should do it, but not as much help on what not to do. These are the common mistakes that can hinder follower growth and engagement or worse, damage the credibility of a brand.
Sin 1: Getting too personal
Whilst showing some personality makes for a more fun and engaging account, it’s important not to get too personal. Before you publish a post consider whether it is relevant to your business or your market. Does the post align with the image that you wish to portray? Is it of use or of benefit to your business or your customers? If the answer is no, then try a different post.
Sin 2: Incomplete profile
If someone discovers you through social media but can’t access further information or contact you, they’ll become frustrated and move on. Ensure the effort you put into your social media content is backed up by a complete profile including a link to your website, a brief description of your services, and your contact details as a minimum.
Sin 3: Ignoring comments
More and more consumers are taking to social media to share their positive and negative experiences, to discover and research brands, and to resolve their customer service issues. Regularly monitor your posts so that you can respond promptly to comments (within one hour is ideal). Take the time to reply to positive feedback and if the feedback is negative, don’t miss the opportunity to remedy the situation. Your other followers will be looking on to see how you handle complaints as this reflects how much you care about your business and your customers.
Sin 4: Rarely posting or posting too much
Post too little and your followers may lose interest and unfollow you. Worse, they may wonder if you’re serious about your business and indeed whether you are still operating. On the flip side, posting too much can appear spammy and annoy your followers by clogging up their feeds. Set aside time each day or a block of time each week to schedule out your posts. One or two posts per day are ideal.
Sin 5: Poor use of hashtags
Clever use of relevant hashtags is a great tactic to increase the visibility of your posts, however, avoid overuse and take caution with trending hashtags. Although it’s tempting to get in on a trend, make sure you do your research first. Many a brand has damaged its reputation by jumping on an irrelevant or highly sensitive topic.
Sin 6: Buying followers
However attractive it may seem to buy followers and quickly boost your follower numbers, the number of followers isn’t important. Having followers that care about your business, engage with you, and that are likely to purchase from you is what counts. It is far better to take the time to slowly and steadily build your following with people that are genuinely interested than to buy a bunch of followers that have zero interest in what you say or do.
Sin 7: Not focusing on your audience
The purpose of social media is to be sociable, not to have a one-sided conversation. Sure, the whole idea is to promote your business and attract customers, but if every post is too salesy you will turn off your followers. Focus on building relationships with your audience by providing engaging content, valuable tips, humor, news, and stories. When you post a sample of your work, offer a little insight into your process, the care and attention to detail your team takes, the technique, the story behind the design or the customer. In this way, you’re still promoting what you do, but you’re leaving them with something more lasting and inviting conversation.