Facebook remains the leading social media platform with more than one billion active users using it. People from every walk of life have a presence on Facebook, from young tweens to the elderly. Millions of businesses use the platform to promote their products or services and increase awareness of their business. Countless businesses even go so far as to update their Facebook pages before updating their websites, with many instances of businesses ignoring their websites altogether in favour of using Facebook!
Although we don’t recommend going down that route (many potential customers will find you via online search, without thinking of checking Facebook first), we do recommend using Facebook to its greatest potential. There are many ‘do’s’ and ‘don’ts’ when it comes to Facebook, and below you will find some deadly Facebook marketing mistakes that you need to avoid if you wish to operate a successful Facebook page…
Read on for 3 deadly Facebook marketing mistakes that you should not be making:
1. A Focus on ‘Likes’
It’s easy to get caught up in the fundamentals of a good Facebook post, such as how many likes it has generated. The more likes you earn the more your message is likely to reach a wide audience, however, your primary focus is not on generating countless likes, but on winning brand advocates who are so passionate about your brand that they convert into leads – and customers.
Too many businesses host competitions in exchange for page likes, but this is not an organic, genuine approach to generating more likes. Your focus needs to be on a high-quality Facebook page that shares interesting, relevant content with its followers and generates a genuine interest in your brand.
2. Your approach is haphazard
Maybe you’re not posting often enough, or maybe you are posting irrelevant content that doesn’t align with your business. Everything on your Facebook page needs to be relevant to your business and industry of operation. It needs to match your brand’s image and tone of voice and also be written with your buyer persona in mind, using vocabulary they can relate to. Yes, you can include fun posts about current affairs and holidays, but always link them to your line of business and its message. Also, avoid being too wordy. Though Facebook gives you more space than Twitter, you don’t want to write an essay every time you post. In fact, research shows that if your posts are around 80 characters or less, you’ll gain much stronger engagement.
3. Too much self-promotion
Finally, while Facebook is a great place to promote your products or services, don’t overdo it with the self-promotion. Mix things up by providing a variety of posts from your own website as well as industry-relevant articles, photos, quotes and much more. Your page needs to demonstrate to current and potential followers why they should value you.
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