Boasting 2.8 billion monthly active users, good old Facebook is no longer just a place to stalk your old school friends and post about what you’re eating for lunch (although it’s still great for that!).
The platform is now an invaluable tool for businesses, hosting more than 200 million business pages – from multinational corporations to your local mechanic down the road.
However, many businesses aren’t making the most of their Facebook presence, and there are still many misconceptions about the best way to use Facebook to promote your business.
Below is a list of some of the most common mistakes made by businesses on Facebook.
Read on to see if any of these are holding you back.
10 Common Mistakes You’re Making With Your Facebook Business Account
1: Relying On Vanity Metrics
You cannot measure success on likes and followers alone. While it is nice to see big numbers of followers, these metrics have very little to tell you about how well you are doing on Facebook.
The numbers might look great on paper but don’t mean much in terms of engagement. Care less about impressions, views, and followers and more about conversion rates and engagement.
2: Using Like Ladders
A like ladder is when you take part in a Facebook post that trades in “likes for likes.” You share a link in a comment, then have to visit every other link listed and like their page. In exchange, they do the same for you.
While it might seem like getting more followers is great, it is actually a waste of time and may actually damage your reach. Remember: likes don’t equal success, particularly if they are not genuine, organic likes from an engaged audience.
If you have a huge number of likes but nobody interacts with your posts, Facebook may limit your reach even more.
3: Not Having A Goal Or Strategy
Your goals dictate the way in which you should use Facebook. And the actions you take on the platform should align with your overall marketing strategy.
Do you want to drive online sales, send traffic to your website, or attract new customers? Then take actions that align with each of those objectives. Define your goals, then come up with a strategy to help you reach them.
4: Skipping The Measurements
Measuring your results is essential. It’s the only way to know if your strategy is working or not. Luckily, Facebook has its own analytics resource that you can use to see which pieces of content are generating the results you want.
Use that tool to track, review, and analyse your most important metrics (aka – not vanity metrics) to help you stay on track. Look at the kind of posts that are getting the most engagement, building the most web traffic and resulting in conversions. Then, replicate your most popular content pieces.
5: Failing to experiment
Just because you have always done something in one way does not mean you need to continue doing it forevermore. Especially if it isn’t working that well.
Don’t be afraid to try different things – but make sure you measure the results when you do. Test different ads, content types, and messages to see what best resonates with your target audience.
6: Not Optimising Pages
Your business Facebook page is one of the first places curious customers will head to find more about you. If you leave it half-finished or lacklustre, then you’ve lost them in milliseconds.
Instead, you want to make it work for you and resent the right perception of your business. Ensure it’s visually appealing, make it easy to find the information people need, include a call to action, and stay on-brand with the content you publish.
7: Missing The Call To Action
Your Facebook page is an essential part of your customer’s journey. But often, businesses fail to embrace this fact. Close the gap between Facebook and your overall business goals by including appropriate calls to action. Make Facebook an integral part of your funnel.
8: Being Inconsistent
The amount of content you post is less important than being consistent. It’s better to post once a week consistently than trying to post once a day then giving up and only posting sporadically. Set manageable goals that allow you to be consistent.
Inconsistency in your brand is also a big no-no. Your tone, personality, and visual branding need to remain consistent across all platforms to build trust and increase recognition.
9: Promoting Too Much
Your social media pages can be used to sell, as long as that’s not all you use them for. People get tired of constant sales pitches, so work hard to provide valuable, relevant and interesting content as part of your overall marketing strategy.
10: Failing To Use Facebook Ads
Facebook has tons to offer via its free tools, but that doesn’t mean you should write off paid advertising. When done correctly, Facebook Ads can be invaluable in growing your audience and increasing sales
Facebook can be an awesome tool to help your business reach a new audience and build strong relationships with your existing followers. But in order to do that, you must have a solid strategy and understand how the platform works.
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