The Top 5 Misconceptions that Hinder Corporate Clients from Building Profitable Brands on Social Media

Corporate clients have many gaps and misconceptions about building profitable brands that bring repeat clients on social media.

Here are the top 5 misconceptions which could lead you to spending endlessly on marketing agencies without truly understanding these core concepts and what the actual truth is.

Large Numbers of Followers = Success and More Clients and Revenue

Many corporate clients unfortunately believe that success on social media is solely determined by the number of followers they have. Thats because many influencers and content creators measure their success on their huge following, brag about their 2M views and how their videos went viral.This show visibility which most brands want more of but visibility without a proper monetisation strategy is like having a hole in your pocket and leaving money on the table till you shut down years later.

Having a huge following is an indication you have an audience to sell to, as to whether the audience is the right one and the creator or brands are monetising that part is hardly talked about.

However, the quality of followers and the engagement level are more crucial indicators of success. A smaller, engaged audience that interacts with your content is more valuable than a large, inactive following. Community is more valuable and shows brand loyalty than having huge numbers and looking successful to the world but behind the scene the brand is loosing money on the marketing agency they hired because they have been made to believe their follower count is increasing by thousands or even millions but they cant say the same for their bottom line.

Let us look at this brand Glossier, a beauty brand, has a relatively modest follower count compared to industry giants. However, their engagement levels are exceptionally high due to their focus on building a community of loyal customers. Glossier prioritises authenticity and meaningful interactions with their followers, resulting in a strong brand identity and increased customer loyalty.This goes to show that a huge audience means nothing if you cannot build community and engagement to get direct customer feedback on how to improve your services to bring in more repeat clients. 2M followers means nothing if the brands are not profitable, sales are not consistent, if engagement levels are not high and if clients are not talking about your services. Point blank period.

Social Media is Only for B2C Brands:

Now this is a sad one to think this way. social media is for every service or business.Some corporate clients mistakenly believe that social media is only relevant for business-to-consumer (B2C) brands. In reality, social media can be a powerful tool for business-to-business (B2B) companies as well. It offers opportunities for networking, thought leadership, and lead generation and profitable brand building.

The days of limiting yourself to your network is long gone. The world is accessible via social media and the clients who need your services are on it searching for unique solutions daily.

IBM, a multinational technology company, effectively utilizes social media platforms like LinkedIn and Twitter to engage with its target audience of business professionals and decision-makers. Through thought leadership content, current industry insights, and real case studies, IBM showcases its expertise and builds credibility in the B2B space, demonstrating that social media is valuable for both B2C and B2B brands.

Social Media is Free

Now this is a big one that burst my brain when I notice corporate clients think that way.While it's true that setting up social media accounts is generally free, effectively leveraging social media for branding requires investment in positioning your offer, brand messaging for target audience resonance, compelling content creation, advertising, sales, delivery and retention and analytics tools. Ignoring these investment can lead to subpar results and missed opportunities for brand growth.

Airbnb started with a small marketing budget, they strategically invested in creating high-quality, user-generated content on social media platforms. By encouraging users to share their travel experiences and listings, Airbnb effectively leveraged social media as a cost-effective marketing tool. This approach contributed significantly to their brand awareness and growth, despite not relying solely on paid advertising.

Posting Frequency is Everything:

There's a common misconception that posting frequently on social media is the key to success. While consistency is important, the quality of content and its relevance to the target audience matter more than frequency. Posting too often without providing value can lead to audience fatigue and decreased engagement.

consistency is key but I will say doing the right actions in a repeated frequency yields results. If a brand keeps posting do it yourself content consistently and the followers never purchase because the content teaches them how to do it themselves the brand gets frustrated and does not. see its consistent input of posting daily yielding results.

Quality content wins every time not quantity.There is so much content on the internet on the various social media platforms but there isnt much high value quality content that truly provides value and that is what most brands need more of. Less same old regurgitated content from several creators put together.

Binge-worthy content that keeps you glued to your brands profile and keeps your followers coming back for me because its having the Netflix effect on them build meaningful connections and brand loyalty faster than an ad organically.

Wendy's, a fast-food restaurant chain, gained attention and engagement on Twitter not by posting frequently, but by focusing on witty and humorous responses to customer inquiries and trending topics. Wendy's tweets are known for their clever banter and humorous roasts of competitors, which have led to viral moments and increased brand visibility, demonstrating that quality content trumps posting frequency.

Social Media Success Happens Overnight:

This way of thinking has to go. The earlier you wake up to reality the faster growth your organisation will make.

Many corporate clients expect instant results from their social media efforts.

'Make us go viral and then its game over". Yes it going viral can happen pretty quickly but if a proper marketing plan to monetise has not been put in place you will leave millions on the table.

"Grow our TikTok to 100k followers in 90 days and 10x our brand visibility"

It really does not happen overnight. It is not a magic button you turn on and viola there goes followers, profits and repeat clients and referrals and huge government contracts.

However, building a strong brand presence and community takes time and consistent effort. It requires strategic planning, proper positioning in the Marketing place, consistent brand messaging and ongoing optimisation based on analytics insights. Patience and persistence are key to long-term success on social media.

Nike's social media success is the result of years of strategic planning, consistent brand messaging, and innovative campaigns. Their iconic "Just Do It" slogan and powerful storytelling have resonated with audiences worldwide. Nike's social media presence reflects their commitment to long-term brand building, with each campaign contributing to their brand equity and market leadership over time.

About the author

Doreen Efua Moujaled is a Business Coach and Social Media Marketing Consultant.she teaches corporate clients how to properly market their services effectively on social media so they can have a predictable and consistent flow of clients.

Her work is specifically focused?on helping corporate clients with social media marketing services so they can grow profitable brands via the conversion nurturing system that sells 24/7?on social media and converts premium clients into lifetime customers.

Want a social media marketing plan that allows you to attract more customers and scale your revenue whiles buying back 40hrs a week which could be spent on serving clients? Book a call to find out how we can help you sell your services with a scalable marketing and selling system so you can have predictable revenue.

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