Saturday, September 1, 2012

Five Social Media Marketing Mistakes

Five Social Media Marketing Mistakes You’re Putting On Your Signs

by Casey Valiant

We’re starting to see social media logos pop up on everyone’s marketing materials — signs, window graphics, billboards, banners. Even brochures and business cards are sporting the little logos and QR codes, but sometimes they could be used a bit more effectively. Here are five social media marketing no-no’s we’re seeing on people’s signs and banners:

1. QR Codes to Nowhere

QR codes that don’t go anywhere are one of the biggest problems marketers face. They get a basic QR code from somewhere, but for whatever reason, the QR code breaks, it’s from a fly-by-night operation, or it’s a static QR code. (A static code means you can’t ever change it).

The best thing to do is pay for a subscription to a professional-level QR code generator, and make sure it has dynamic codes. That means you can go back and change the code if something gets broken, or edit it if you want to point it somewhere else later.

2. QR Codes in the Wrong Place

Have you ever seen a QR code on a highway billboard? So have we.

Have you ever tried to scan one of those from a moving car at 70 mph? Neither have we.

Your QR codes need to be visible to pedestrian traffic. They can be on a storefront, a sign on a sidewalk, on a menu, on a doorway, or any other place people are going to be able to scan them when they’re not in their car.

3. You show a Twitter logo, but not your user name.

If you speak Twitter, you know what @signarama means. You can recognize a #hashtag. And you know what it means to retweet something. So do the Twitter users walking past your sign. The problem is, they don’t know how to find you because you didn’t put your Twitter handle on it.

If you have to choose between a Twitter logo and your Twitter handle, choose the handle. Don’t worry about whether people will know what it means. The people who recognize the Twitter logo will also recognize a Twitter name. Putting @signarama is just as effective as putting up the little blue bird or lower case ‘t’ in the light blue box.

4. Facebook logos but they don’t have a Facebook page or it was last updated 748 days ago

It doesn’t happen often, but we’ve seen people who have the Facebook logo on their signs and banners, but they don’t have a Facebook business page. They may have a personal profile, but they don’t have one for their business. Be sure that you’re promoting your business on a business page. You can’t set up a personal profile for your business or event on Facebook; it has to be an official page. And just like using your Twitter name on your signs, be sure to let people know where to find you on Facebook. If you do advertise your properly set up Facebook page, be sure you update it at least weekly.

5. Using every single social media platform in existence

There are, quite literally, thousands of social networks in the world. A lot of people struggle with trying to keep up with knowing all of them, let alone maintaining a presence on several of them.

Don’t do several. Do 2 or 3 — Twitter, Facebook, a local network, plus your website. Promote only those networks, and nothing more. Don’t get distracted by what’s new, what your customers are playing with, or what you’re hearing about on the tech news. Stick with the two or three you know best.

Remember, you want to fish where the fish are. And right now, for the forseeable future, the fish are on Facebook and Twitter. You can scoop up a couple extra fish in a local niche network, but you want to focus on Facebook and Twitter as a way to drive people to your location and to your website.

By avoiding these five social media marketing mistakes on your signs, you can help your customers find you more easily, connect with them, and get them more interested in doing business with you. For more information, be sure to talk to your local SIGNARAMA store owner, and he or she will be able to help you out.

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