Facebook can be a powerful way to target potential and current customers, track the return on investment of your campaigns down to the penny, and grow your business’s influence. But many companies make the same mistakes over and over again when it comes to their Facebook marketing. Here are the most common mistakes and how to avoid them.
1. Using a personal Facebook page instead of a brand page for your organization Facebook wants personal profiles to be strictly for people, not companies. If you log into a profile and it has your company’s name on it and you have to approve “friends” for your business, you’re doing it wrong—and Facebook will eventually shut your page down.There are lots of disadvantages to using a personal Facebook profile for your brand, including these:
- You don’t get access to any of Facebook’s advertising tools.
- You will need to approve “friends” one by one (and you’ll max out at 5,000).
- You’ll constantly have to log in and out between your accounts. Instead, create a brand page (facebook. com/about/pages) and use that for your business.
2. Using Facebook’s default “Boost Post” advertising product Facebook wants you to “boost” your posts. This means giving Facebook a bit of money to get your post on more news feeds. The problem with boosting a post is that you’ll be spending your money to reach people who “like” your page and all their friends. And while Facebook has introduced some targeting options (age, gender, geography), these aren’t the most effective parameters. Instead, use Facebook’s Ads Manager and promote the post there. You’ll be able to target just your fans and/or others by their interests. For instance, if you own a restaurant, wouldn’t you want your ad dollars to reach people who are already interested in dining out rather than just the general public?
3. Failing to track your conversions When you buy advertising on Facebook, you can input a conversion event. A conversion is the successful consumer action you want to have happen or the objective of the ad. For instance, a conversion might be someone making a purchase from your website or signing up for your e-newsletter. Facebook lets you track these conversions and report how many people did what you wanted them to do. With a little bit of code hacking, you can even tell Facebook what each conversion is worth to you, and it’ll calculate the return on investment for you.
4. Buying fans
There are a multitude of fly-by-night services that will sell you fans by the thousands—and for cheap. Here’s the problem: Most of these are click-farms in developing nations, so the vast
majority of “likes” you’ll get are from people in Bangladesh, India, Romania and so on. (Which is fine if you market to those areas.) Then, when you go to pay Facebook to advertise to your fans, you’ll be wasting your money on people not in your market who are very unlikely to convert. Instead, set up a campaign targeting people in your market and with interests that align
with your business using Facebook’s Ads Manager to grow your likes.
5. Posting poor-quality content If you’re going to have a brand page, you’ll need to keep it fresh with content. Think about the kind of content that would be useful to people who “like” your page. Don’t just fill it with promotional posts, or people will quickly “unlike” you. Remember to ask people to engage with your content by encouraging sharing and commenting—when someone interacts with your posts, this increases the likelihood that your content will show up on their news feed in the future.
Post at different times each day, different frequencies (number of posts per day) and different types of posts (status update, link, image, video, etc.).
Then, after a month or so, use a tool like EdgeRank Checker to determine what your fans are responding to best.
6. Leaving the About section incomplete Your Facebook page is highly indexible by Google, but only if you put information there. Be sure to fill in as many fields as you can in the About section of your page. If the fields offered don’t seem relevant to your business, change the type of business page you have.