17 Common Mistakes Companies Make When Promoting on Instagram
Business Promotion is a multi-faceted process that includes more than just influencer targeting and positioning. You should have a well-designed website as well as attractive and active social media accounts. There are numerous Digital Marketing avenues via which you can generate a large number of leads, including SEO (Search Engine Optimization), Google Ads, and Social Media Marketing (SMM) (Instagram, Facebook, Snapchat, TikTok, LinkedIn etc.). I'm Najiba Sadiqi, the head of the SMM department at Digital Agency BEONTOP, and I'm going to tell you what mistakes firms make when promoting business on Instagram.
Mistakes When Launching a Project
The start of a project is usually the most eagerly anticipated event, and numerous faults and adjustments are made during development and testing. And so, it begins with the debut of a young and promising project. It's also time to get an Instagram account, and that's where many brands commit the same mistakes. They are as follows:
- They do not believe Instagram is a particularly powerful platform, so they do not devote resources to it. Alternatively, they may begin to pack the account at 147%, only to be unable to maintain this level a month later, forcing them to modify the entire concept.
- It may seem insignificant, but many people fail to develop a decent profile description. It must include a physical address as well as a contact phone number! It is necessary to geolocate. Ensure to spell out your brand's name as well as its main characteristic.
- Don't go overboard with the actual theme. Brainstorm with your team and learn about your consumers' questions (conduct UX testing with them if you're into it). Consider the case of a restaurant. Customers will undoubtedly want to know how to contact you, what items are on your menu, what events you've held or are organizing, and how your restaurant looks on the inside. That's the starting point for making highlighters, and it'll work for any company.
- They believe that promotion is nothing more than a form of marketing. No, promotion encompasses any account-related activities that can turn a cold lead into a customer, whether directly or indirectly.
Mistakes in Maintaining an Instagram Account
Many people have the misconception that managing an Instagram account entails only uploading content and (maybe) connecting with followers. In actuality, it encompasses five distinct areas:
- Strategy (goals, competitor and consumer analysis, creative concept, rubricator and content plan, mudboard, media plan, KPIs, etc.). It is important to update the strategy every six months to a year.
- Content (supporting marketing and communication goals, product, engagement, UGC, activations).
- Promotion (media planning as part of the strategy).
- Community management (responses to incoming requests, tags, reactions).
- Analytics (goal-result, how much you spent-what you got, what you got-what you failed). Analyzed? Have you arrived at any conclusion? Return to your new approach based on the data you gathered from these measures.
Community Management Mistakes
Take a closer look at subscriber communication. According to the research, 76% of zoomers expect brands to respond to their feedback and opinions. The ability of a brand to respond is seen as honest and modern by the new generation.
Responding to favorable feedback isn't the only way to communicate. It also involves dealing with negativity. Many brands make the following errors as a result of their inexperience.
- Not responding to comments or messages at all.
- Deleting negative comments (these need to be handled as well).
- Think that one SMM expert will do the job perfectly (yes, this can work, but if you have a large account with an active audience, then hire a moderator).
Mistakes When You Start Targeting Ads
- Lacking imagination. Determine the target audience for your commercials and tailor your creatives accordingly. It's perfectly acceptable to test ten different creatives.
- Pixel that has been left unadjusted. It allows you to get data about user behavior and conversions on the site. The purpose of targeted advertising is to gain customers as well as raise brand awareness. You should also be aware of its origins.
- Choose your interests based on the product you're selling. If you're advertising a health food restaurant, your target audience will be interested in "vegetarianism, healthy food, sports," not "food, molecular cuisine, vegetables." Consider this topic in a broader context, and always develop a portrait of the user. It could include the type of music the user listens to, what clothes he wears for walks, and where he likes to unwind?
- Narrow your target market - your showroom might be located in the center of Dubai, so you only target within the Dubai Marina or Business Bay area. Your visitors, on the other hand, can come from any part of the city. Even visitors from Abu Dhabi will be glad to visit your store when they travel to Dubai if your product is distinctive. However, the inverse is also true. It is worthwhile to target your neighborhood if you own a pizzeria in a Mirdiff residential district.
- Lead the user to an unprepared site. Determine where your ads will be leading – on the website or Instagram profile. This website should be ready for "guests." Moderators should have time to handle requests quickly, and the website (or profile) itself should answer all questions (how to buy, where to write, how much does it cost?).