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5 Biggest Mistakes Businesses Make When Using Facebook For Marketing

January 12th, 2017

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We all know, whether we like it or not, social media will be the next step into marketing and in this “adapt or die” environment, only the fastest(to adapt) will survive.

But being efficient is one thing, you also need to be effective.

Many business owners think that as long as they created their Facebook page, they’re going to expect hordes of fans starting to “like” their stuff.

But that’s not true, building a fan base takes effort, the right kind of effort.

We have ran hundreds of campigns for our clients and we noticed the common and critical mistakes that they make, here are the top few and what you should do instead:

1. Treating Facebook “likes” as sales

Many business owners treat Facebook “likes” as the holy grail of Facebook marketing, thinking that the ones with the most facebook “likes” eventually wins. Some even went the extra mile to buy “likes” and shares.

Don’t get me wrong, I’m not saying that Facebook “likes” are bad. Having a lot of them would definitely boost your credibilty and authorithy as a reknowned brand.

If you’re creating a new business page, you definitely need some likes to show your social proof.

But “likes” can only do so much.

With the recent overcrowding of content on Facebook, I’m sure you’ve noticed there is a decline in your organic reach to your fans who can see your updates.

Unless your post are super engaging or you’re paying to “boost” your post, only a small group of your fans that “liked” your page can see your updates.

Plus, how many of these “likes” eventually lead to a sale?

So although Facebook “likes” are important, what’s more important is getting your prospects to eventually buy.

Think about it, what other forms of ads will lead them closer to their eventual purchase?

Maybe an ebook that they can opt-in to learn more about your product?
Maybe online videos that educates them in your niche?
Maybe even a smaller priced product($1-5) to entice them to jump off the fence and into your customer list?

What you want is to grow your audiences commitment towards your brand, with each step being bigger and bigger.

So you have one extreme of business owners who are just focusing on the number of “likes” they get.

But on the other end of the spectrum, you have another extreme: business owners who are constantly…

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2. Pushing the sales

“Do you want to buy my product?”, “buy it!”, “BUY IT!”

That’s exactly what some businesses are shouting out on Facebook.

We all know that getting a sale takes time. You need to talk to your clients, understand their needs, stir up their desire, educate them and then slowly and surely ask for a sale.

We all understand the process.

But why are so many businesses neglecting it on Facebook?

They are constantly asking for a sale, pushing their products and promotions in their customers faces, instead of focusing on engaging their audiences, listening to them and giving them value.

Many companies forget that social media works the same as any offline interaction.

Before you start selling anything, you need to first gain your fan’s trust .

Once you have that, it’s much easier to make a sale.

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3. Not having tight tracking system

Peter Drucker, the father management once said: "you can't manage what you don’t measure."

And you’ve seen it yourself, companies coming up with elaborate marketing campaigns, aiming to spread “virality” and “hype” across the country.

But when you ask about their sales and ROIs, they’ll stare at you blankly and ask “what ROI?”

Even big brands overlook such mistakes by splurging on posters and banners, never knowing how effective they performed.

Thankfully, Facebook makes tracking so much easier by showing the data that can be easily measured. On the surface, there is reach, impressions, click-through rates and link clicks.

On a slightly more technical level, there are Facebook tracking pixels that, unlike how complicated it sounds, is actually quite simple to set up.

And by implementing this, puts you way ahead of the competition out there.

It not only allows you to retarget audiences who had taken specific action on yours ads, you can also optimise your campaigns to show your ads to people most likely to convert to sales, downloads or signups.

The tighter you can measure your results, the better you can learn and improve for your future ads.

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4. Overloading

It’s true, less is more.

A bad habit many business owners have is to talk on and on about how good their product is, listing all it’s benefits and features. We tend to cram everything into a post, thinking the more we describe about it, the better it becomes.

But the truth is, it’s counterintuitive.

Ever wonder why as a student, you find it difficult to sleep at night, but once you’re in class and your lecturer starts speaking…BAM! Instant knockout.

That’s because it’s natural for our brain to want to switch off when we are exposed to too much information.

Once your post is too complicated, once your audience have to stop to think, you’ve already lost them.

A rule of thumb we follow is to keep to one idea per ad. Anything more, it’s too complicated for our audience.

Note: I’m not saying that you have to keep your ads short, there are many good ads that are long, simple and super engaging.

A simple exercise that you can do is to read it out loud to yourself once you’re done writing.

Does it sound too complicated?

If it doesn’t, then it’s a good start

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5. No proper call for action

It’s like flirting with someone for hours and then leaving without asking for their number.

After building your audiences desires, the worst thing you can do is to leave them hanging.

You always have to direct them to take the next form of action

Whether it’s a simple “like” or something much heavier like a purchase, always remember to add some direction at the end of your copy.

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There you have it.

These are the most common mistakes we see but is by no means the full list.

At Optimate with the help of our ad AI assistant and machine learning we are helping our customers save time and create more successful Facebook campaigns.

In the process these common mistakes are becoming more and more uncommon.

If you want to know how much more effective your ads can be or how much you can save on your ad cost with Optimate, schedule your free consulting session with our Facebook Certified Professional now.