Facebook is still a relatively new marketing medium, but already there are a few established rules when it comes to promoting your business through it. To ensure that you are successful when marketing through Facebook, here are a few common mistakes to avoid.
Using a profile page
Profile pages should only ever be for personal use. If you want to promote your business through Facebook, always use a business page. Profile pages can make your company look amateurish, plus they don’t have some of the great features that business pages have such as calls to action and the ability to schedule posts. You can find a guide here on how to set up a business page.
Being too promotional
Facebook isn’t like a traditional marketing platform. Many people use social media as a leisure activity and therefore want to follow pages that are fun or interesting. If all your posts have a salesy tone and are all advertising products or services, you may find that you don’t get many followers. Try to keep to the 80/20 rule – 80% of your content should be non-promotional and 20% should be promotional.
What kind of non-promotional content should a business share? Pretty much anything related to your niche that you think will engage people. This could include fun facts, industry news, polls, questions, photos, videos, and even memes.
Posting at the wrong times
Timing is everything when creating posts – ideally, you want to publish posts when your key audience is online. If you’re a B2C company, you want to be posting out of work hours such as early in the morning, in the evening and at the weekend. If you’re a B2B company, you should post content during weekday work hours, as this is when many other business owners are likely to be using Facebook. You can find guides on the most popular times to post Facebook content online. Scheduling posts can allow you to publish posts at certain times without actually having to be online at that time.
Relying on organic reach
‘Organic reach’ basically involves posting content without paying any money to promote it in the hope that it will reach people organically. Whilst it was possible to get away with this five years ago, Facebook has become so competitive that now you have to be prepared to pay money to get results. By paying to create Facebook ads, you can reach a much greater audience. There are companies that specialise in Facebook ads management that can increase the likeliness of your campaign being successful – these companies are worth investing in. It’s also possible to pay Facebook influencers to share your content and gain greater exposure.
Trying to wing it
You can’t hope to build any leads from Facebook without some sort of strategy. The best companies plan out the content they’re going to post a week in advance and schedule it for specific times when they know it’s going to be most effective. If you’re simply posting content willy-nilly whenever you think of something, you’re unlikely to get successful results.