Social media marketing, like content marketing, is a newer digital marketing strategy for helping social media users find your business.

According to Buffer: “Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.”

These include platforms like Facebook, Pinterest, LinkedIn, and Snapchat to name a few.

Since social media marketing is both relatively new (the past decade) and is rapidly evolving, we often see that businesses like Law Firms and Title Companies don’t properly know how to use it.

Here are a few mistakes we commonly see them making with social media:

1. You are only posting articles

Consistent article posts can be a great way to let your followers know that you are active on social media and share useful information with them. But with so much noise on social media these days, they are not the most engaging type of post.

So, yes, keep posting useful articles but make sure they are super relevant to your audience when you do so, and be sure to mix it up with some other types of content.

2. You are not making it personal

We’ve all seen controversial Facebook posts where grown adults get into a arguments in the comments. Although these posts get a ton of engagement, as a business, you should obviously stay away from these!

However, one very effective strategy that is a distant cousin to this is to make posts personal in another way:

Personal milestones such as weddings, children being born, and buying or selling a home tend to get a lot of attention on social media.

We coined this “The Best Darn Facebook Post.”

Do your business a favor and offer to take a photo with your customer’s phone after a closing and ask them to tag your business in it if they post it to social media.

These “personal” posts usually get a lot of attention and engagement on social media.

Doing so organically exposes your title company or law firm to all of their friends and family over several hours or even days – many of which are likely ideal customers for you!

3. You are not running social media ads

When social media first emerged on the Internet, it was a great way to organically bring in new business. This principle still applies today for many businesses to consumer-type businesses.

However, social platforms like Facebook now want businesses like yours to advertise in order to gain the full potential of their platforms.

For instance, at one time if you had 100 followers on Facebook, nearly all 100 would see your posts. But now less than 25% of those followers will see your post unless you “boost your post” with paid advertising.

So if you haven’t considered running social media ads you may want to reconsider. Social media has become a “pay to play” strategy now.

4. You are not utilizing your blog

Many companies make the mistake of posting too many articles that link to third party websites instead of their own business website.

Instead, you may want to write something on your blog first, even if you link to or comment on an article on a different website. This way you can share the link to your website instead, and gain valuable traffic from social media instead of sending it elsewhere.

Are you a Title Company or Law Firm that needs help with your digital marketing? Request a free demo to learn if TitleTap can help you.