Mistakes You Must Avoid When Marketing Through Social Media in China

A fatal mistake easily made by marketers is 80% propagation and 20% planning. It does not mean the allocation of time, but the level of paying attention to. So far, more time is spent on creativity, but planning is still need to be focused on.

Actually, we can see many eminent planners in mass media era but fewer and fewer outstanding planners in social media era. What results in this situation is the work arrangement. Planners in mass media era needn’t worry about propagation. They were dedicated to focusing on the content. But in the era of social media, everyone knows the efficient depend on the content. Then the amount of propagation becomes the goal. However, the quality of the content is lower and lower. There is no attribution to the brand. So, what is the real planner? As far as I concerned, the following questions can solve the problem.

Who are you?
Who are your clients?
What is your clients’ request?
What is your core value to your clients?
How to implement your creativity and innovation?

Who are you?

One person’s genetic is unchangeable, it limits your board. So is the brand. Its genetic is always derived from the founder. The character of the team is unable to be changed either.

Who are your clients?

When you know yourself very well, you will know who are in the same camp as you. You can choose some of them as your clients, which is your position.

What I want to emphasis is that an enterprise cannot locate clients according to its own wish. If an enterprise not only pays attention to the scale of the market, it must be a wise behavior.

What is your clients’ request?

The final goal of establishing brand is to realize marketing. So the marketer must have a clear recognition of clients’ request.

What is your core value to your clients?
Marketers should avoid blowing their own trumpet without concerning customers’ demand. No matter how advanced of your technology, how strong of your company and how powerful of your products, customers will pay no attention to it because all of these do not impact them.
The core value should present the value to your clients but not the advantages of your products.

How to implement your creativity and innovation?

Creativity is not doing what you want to do, but it is more like flying the kite. The limitation is the length of the string. The string is the genetic of the brand, the position of the clients, the request of the clients or the core value. The primary marketers will always throw away these 4 essential elements when they implement the creativity. They only consider whether the content can attract audiences’ attention or not and then fall into the trap.
In my opinion, creativity is the translation of brand core value. It uses the most intelligent and easiest way to send the information to your customers.

At the aspect of marketing, I consider that the emphasis should be the planning but not the propagation. It is not wise to spend much in propagation and purchasing media resources but not in employing superior companies focusing on marketing plans or excellent marketing talents. Don’t try to save a little but lose a lot.