In today’s hyper-connected, digital world, people spend a great deal of time on their phones, tablets and computers — allocating a significant portion of screen time to social media platforms like Facebook, Twitter and Instagram. This creates a great opportunity for advertisers to connect with current and prospective clients, via both paid and organic social media marketing campaigns. (The most popular of which, is Facebook!) However, in order to truly capitalize on this opportunity and get the most out of Facebook marketing, there are common mistakes that business of all types and sizes should avoid:
1. Failing to Set Up a Facebook Business Page
For a novice Facebook marketer, it can seem like an easy choice to use a personal profile or Facebook Group as a platform to reach their existing group of Facebook friends. While an established personal profile does have the benefit of being able to reach an already cultivated audience, most often we are not trying to market to people we already know. Personal Facebook profiles are intended to foster relationships between individuals, not to connect individuals with businesses. Do yourself, and your business a favor — create a Facebook Business Page!
2. Making Posts Too Personal
A Facebook Page that has been established to promote and market a business should promote the interests of the business, not those of the Page admin. Facebook posts on a business Page should be neutral and informative, not personal and opinionated. Just like at a cocktail party, it’s advisable to steer away from sensitive topics like politics and religion. Posts that are controversial or inflammatory can alienate your intended audience and stereotype your business.
3. Posting Long and/or Boring Content
If your posts are too lengthy or too convoluted, the intended message can get buried in the content. It’s important to change it up and not be redundant. You don’t want to get stuck in the cycle of posting the same content over and over and boring your audience. Direct, well-written messages that get right to the point are easy for people to understand and digest. Remember, people are more likely to engage with ads or posts they can easily understand and find valuable.
4. Ignoring Comments or Interactions on Posts
When marketing on Facebook, you want to generate interest in your brand and get people engaging with your business. Likes, shares and comments are all ways your followers can interact with your brand — so don’t ignore them! If someone leaves a positive comment on a post, liking their comment or replying helps to communicate to your followers that you are listening and that you are engaged. The same applies to negative comments or interactions that may occur. Being proactive and responding to a negative comment you can help to take control of the situation and show your commitment to customer service. Regardless of the nature of the comment, it is a best practice to always be responsive and to engage with your audience so they feel important and appreciated.
5. Neglecting to Post Relevant Content or Not Posting At All
Just because you’re present on a social media platform, that doesn’t mean that you can “set it and forget it.” Staying top of mind with your audience requires regular posts and updates with fresh, relevant content. If people don’t hear from you in a while, they may lose interest or stop following you — or worse, they’ll think your brand is less credible as your socially active competitors!
Utilizing both paid and organic social media marketing correctly takes time. You need to be constantly researching and staying on top of the latest and greatest social media memes and trending topics. As business owners, we know how valuable your time can be, which is why we make it a point to offer a wide array of social media marketing services to suit your needs. That way, you can spend more time working on interacting with customers in real life, while we grow your brand from a digital perspective!