Although business owners have faced many challenges over the past couple of years, those who have embraced digital tools and e-commerce options have often emerged stronger than ever.

It’s important to meet your customers where they are. And for most businesses, that means getting active online. Social media is arguably one of the best ways to connect with consumers on both a local level and a global scale. And with 3.78 billion people now using social media worldwide, there’s no shortage of opportunities for you on these platforms.

That said, social media isn’t foolproof. It’s an incredible way to market your business, but you’ll still want to avoid making common mistakes. Here are just a few you’ll want to avoid in the coming year.

Posting Without a Strategy

Social media marketing can be difficult to understand. Some business owners think it’s easy to go viral on social media or that all you need to do is post every so often to see success.

That’s simply not the way it works. Social media algorithms (and users) love consistency, so you’ll want to post on a regular basis. But you’ll also need to post in a way that supports your overall marketing strategy.

In other words, you can’t just post a funny meme, a boring stock image, or a snapshot of your colleagues in a meeting. You need to understand why you’re posting the content and what kind of value those posts will provide for your audience.

Intermittent social media posts with no discernable purpose won’t yield the results you’re after. You’ll need to come up with a content strategy for all of your social media channels and create (or curate) content that supports your goals. 

Not Making Use of Available Resources

You don’t have to develop a strategy or calendar completely on your own. There are numerous resources available to you that can make your life easier! Failing to use these resources can quickly lead to burnout and frustration.

Whether you use a project management system, a feed aggregator, graphic design software, an on-staff photographer, or hire a social media agency, you can find the support you need at a price your business can afford. Remember that investing in these tools can pay off in the end – and will help you avoid costly mistakes in the process.

Neglecting to Engage With Followers

Posting consistently is only half the battle. You’ll also need to stay engaged with your followers and your target audience if you want to grow your presence on social media.

That means you’ll want to reply to comments and answer direct messages promptly and in a way that prioritizes empathy. Social media can be an extension of your customer service, so don’t miss out on an opportunity to make a good brand impression.

You’ll also want to follow other accounts in your niche and engage with their content. This can help your brand stand out, gain followers, and make valuable connections. 

If you don’t engage with prospective customers, you’ll make less of an impact on the platform. Making your brand feel personable and approachable can tip the scales in your favor.

For Social Media Marketing Success, Prevent These Mishaps

It’s easy to understand why so many businesses make these errors. But if you want to stand out on social media for the right reasons, you should take care to avoid these common problems. By developing a strategy, using all resources available to you, and engaging with your audience, you’ll already be ahead of the game.