15 Mistakes Your Business Might be Making on Facebook

Facebook is the social media giant – there’s no denying that anymore! With 1.49 billion active monthly users, it’s obvious that it can be a valuable asset to any marketing campaign. The potential for finding and engaging with your current or prospective customers is limitless, and in most cases, if you’re not utilizing the social media network for your business, you are making a big mistake.

Your brand’s success relies on your knowledge of how to post, share, and run ad campaigns of Facebook, successfully avoiding all of the pitfalls.

Nobody is saying that becoming a Facebook pro is easy, but there is a definite learning curve. Even if you are a Facebook newbie, you can still become a Facebook power user.

By understanding some possible mistakes that can ruin your business’s success of Facebook, you can learn how to avoid them. Here are the top 15 mistakes your business might be making on Facebook.

1. Lack of Understanding of Facebook

Understanding the advantages Facebook has for your business is not enough to be successful. To keep your customers engaged, you will need to know all of the capabilities of the platform and all the ins and outs. So, if you are new to Facebook or Facebook pages, you’d be wise to build up your knowledge.

If you don’t know all that Facebook has to offer, you might miss out on huge opportunities. Not knowing your way around the platform, may cause you to forego Facebook analytics, create badly designed cover images, or do a million other things that will hurt your business and waste time.

Customer Service Training Help

There’s great news! The Facebook help section is full of helpful information, resources, and tutorials. Although some of it may not be the most exciting read, it is still worth the time. It will keep you up-to-date on all of the changes happening on Facebook.

2. Violating Facebook’s Policies

“Lack of understanding of Facebook” is not the only mistake you can make. Violating Facebook’s policies can also do a lot of harm. It is important to understand that signing up for Facebook and creating your business page means agreeing to their terms and conditions, and following them.

The two most common violations of Facebook’s terms are:

  • Using a personal profile like a business page
  • Violating policies that relate to tagging and contests

If you violate one or both of these policies, you run the risk of getting reported, or at least reviewed and monitored. Knowing the policies that are the most relevant to your course of action will help avoid such consequences. So, spend some time familiarizing yourself with Facebook’s policy and focus on growing your audience without breaking any rules.

3. Making Grammatical or Typing Errors

We all make typos and it may seem like these are never a problem, but they are. Typos and grammatical mistakes are awful if they are in Facebook posts or ads. What may seem like a small error to you will look unprofessional to your audience. Most people notice such errors easily, almost subconsciously, remember them, and begin to associate them with your brand. In most cases, such errors will cause your potential new leads to dismiss your brand before they even get to know it.

Do you really want your brand to lose trust just because you didn’t spend a few minutes checking and correcting the writing? Probably not. So, go ahead – check and double check your writing. There are many sites, such as Grammarly, that can help you proofread your writing.

4. Choosing the Wrong Image

Did you ever see an ad where the message said one thing and the image showed something completely unrelated? That is something you want to avoid. Most people are visual learners and the picture they see in your ad will, without a doubt, leave a strong impression, possibly even more powerful than your message.

Choosing the Wrong Image

It is up to you to make your brand’s product or service look good and that means picking the right graphic. Keep in mind that it doesn’t necessarily have to be a photo of your product or service, but it does have to convey a positive message for the audience to associate with your brand.

5. Failing to Respond to Comments

Social media is called “social” for a reason, and your clients will expect you to be social too. You do not have to post regularly, but you do need to respond to the customer’s comments and questions as soon as possible. If you don’t do that – you and your business will look inconsiderate and out of touch. That is not an image you want for your brand.

If you are a small business, you should be able to manage all communication, and respond to every comment, complain, or question. If you get a negative comment, don’t ignore it or respond negatively. You need to handle it in a way that makes you look good. You need to show your customers that you are concerned about the matter and that you are willing to find a solution. Always check your messages and hashtags so that you do not miss any messages.

6. Posting a Wrong-Sized Image

Special attention should be given to the image dimensions. Facebook ads, for example, always show up in landscape so that is what you need your ad to be. Make sure that your image fits the ad dimensions proportionally. If it doesn’t, resize it or add a colored box under the image. You want your graphic to fill out the entire available space.

7. Forgetting About The Call-to-Action

A call-to-action (CTA) is a crucial part of any ad campaign. In fact, all of your efforts might just as well be useless if you do not add a CTA.

There are three steps to an effective Facebook advertising campaign:

  1. Use images to get the audience’s attention
  2. Convince them with valuable copy
  3. Convert them with a call-to-action

Here are several examples of Facebook ad CTAs:

  • Try it now!
  • Click for a FREE quote!
  • Start today!

8. Lack of Strategy Beyond Facebook

Facebook should never be your only marketing strategy – it needs to be a part of a bigger strategy. It is up to you to engage with your customers, advertise your products or services, and generate leads that may convert to real customers.

Some users mistakably believe that creating a Facebook business page is enough. However, this strategy is very limited and risky. If your page becomes inaccessible, for some reason, your customers will not be able to find you anywhere else. Even if your business does not have a website, you need to strive to create at least another social media account along with a blog or web site. Don’t let Facebook pull all the weight.

9. Pushing Your Product Too Much

Of course, being a business, it is obvious that you are here to make money, but you are also here to make your clients happy. That is why the 80/20 rule exists. What this rule says is that a respectable business should control their content so that 20% of it talks about the business’s product, while 80% features interesting industry-related content. You do not, and I repeat – DO NOT want to bore your audience with constant posts about your product or service. Instead, post interesting and engaging content that will get your client’s attention.

The only exception is if your product or service is engaging and attention grabbing in itself. This is usually the case for most restaurants. The truth is – everybody loves food and practically nobody minds seeing it in their newsfeed.

10. Adding Too Much Writing to Your Ad Image

Graphics are a superb tool for getting attention, but they should never be covered by text. The image should either be text-fee or have a few powerful words or phrases, such as the price or the word “free”. Putting a lot of small text on the graphic is a losing strategy. Nobody is going to read it! It looks bad and does nothing to get the customer’s attention, not to mention that it may even violate Facebook’s 20% image text policy. Text that’s on the graphic will never be your value proposition or CTA.

11. Using Too Much Text in Your Posts

Still on the topic of text, make sure that your posts do not contain too much text. As you may know, Facebook has a character limit (63,206) but that does not mean you need to use it all! We all live busy lives and few people have the time or patience to read an extensively long post. So, add a graphic to attract attention and try to keep text to the size of a tweet (about 140 characters).

12. Losing Focus of Your Target Audience

According to Webtrends, if you target ads to your existing fans, there is a good chance you will get up to 400% more conversions and 700% more click-throughs.

As you may know, there are different types of ads: some to get like, others to get followers or comments. However, the most common ad aims to convert a click into money. So, if you are aiming for short term revenue, you can increase your effectiveness by targeting fans. If you spend money on targeting your non-fans with content, you will be throwing your money to the wind.

Make sure to match your ad copy to the appropriate audience. If you have several audiences you want to target – run several campaigns, some to convert your current fans into real paying customers, and others to build a loyal following that can be converted later on.

13. Taking Automation Too Far

We all want to save time, and automation can be a huge help. However, you should never overuse it or you may lose some of your fans. One of the problems that can arise is updates that are too close together, so make sure to use scheduling services wisely. You don’t want repeat posts or do posts that are too close together.

It can also be problematic if our customers follow you on several social media platforms and you do a Facebook to Twitter update or visa-versa. A post that is great for Twitter may not be that great for Facebook. They need to be adjusted to each platform. Automation can be a great tool, but it is important to keep your human side alive and not act like an out-of-touch robot.

14. Not Testing Images

It is wrong to simply assume that the image you chose for your ad will be the best for encouraging click-throughs. Rules and people’s tastes are constantly changing and what you believe to be a great graphic may not be great at all. So, always test out your images. A/B testing is a fantastic practice you can use to see if your picture is any good and to develop a great ad for your target audience.

15. Not Knowing When Updates Should Be Posted

We’ve all heard that some days and some times are better for posting than others. However, there is still much disagreement over what those exact days and times are.

Buddy Media did a study on the matter and they discovered that the less people want to work, the more time they spend on Facebook. Their study showed that the days with the most engagement (18% more than on other days) are Thursdays and Fridays. Of course, each industry is different and each audience responds differently, but it is safe to say that posts that are posted at the end of the week get the most engagement. As for the most promising time of day, studies show that early afternoon tends to get the most engagement.

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