Developing a sound social media marketing strategy can be great for brand recognition and customer engagement, but there are plenty of mistakes that can be made along the way. Luckily, if you’ve made one of these five common mistakes, there are also some solutions.

1) Your Social Media Voice doesn’t Match Your Core Business Values

If your business has a presence on social media, it’s vital that all account activity matches whatever your business goals and values are. The wrong tone creates a false and jarring note that doesn’t do much to establish trust.

Fix: Identify your core business values and goals, and use them to guide your social media voice.

2) Your Posting Schedule is Inconsistent

It’s not easy to strike a balance between over-sharing and infrequent posting, but it’s important to keep audiences engaged, rather than bored with a lack of updates, or annoyed by too-frequent posting.

Fix: If you’re having trouble maintaining a posting schedule, creating a calendar or using an online tool or app to manage it can help you sort it out.

3) You’re Focusing on One or Two Types of Content

A common mistake for those who are new to social media marketing is to focus solely on content that’s all about making sales, rather than providing value to their audience with a variety of content types. Remember, social media isn’t necessarily about direct selling—it’s more about making contact with your audience in other ways.

Fix: Diversify your content offerings by providing more of whatever it is you’re lacking. Add images to posts, for example, or reduce the frequency of direct sales pitches in favour of other types of content. Alternatively, if you frequently share viral posts, consider scaling that back in favour of content that’s more relevant to your business. Viral posts look good on paper, but they don’t do much to help you get to know your audience.

4) Your Content doesn’t Speak to Your Audience

One of the biggest issues you’ll face when you’re new to social media marketing is the challenge of creating content that is highly relevant to your target audience, and is unique at the same time. How can you achieve both at once?

Fix: Get to know your audience—engage with them in comments, carry out a survey or informal poll, for example—and find out exactly what kind of content they want. Make it unique by putting a local spin on it, or by approaching topics from the perspective of your core business values.