To date, almost 1 out of 7 people in the world is registered on Facebook. With that huge number in mind, businesses know that they have no choice but to be on Facebook to remain competitive. Businesses know that Facebook presence is as important as having their own corporate website because most of their customers prefer to hang out on Facebook.
While Facebook can provide a significant advantage over your competitors, in some countries it is necessary for your business to be registered just to keep up with your competitors. Businesses in countries with high Facebook penetration in its population, such as United States (53.22%), United Kingdom (51.24%), Taiwan (56.19%), Australia (54.94%), Sweden (53.47%), Singapore (60.63%), and Qatar (83.94%) (source: Socialbakers), may find that they simply need to be active on Facebook – at the very least to keep in touch with their customers.
Although businesses know that they need to be on Facebook, Facebook marketing isn’t a walk in a park. Think about it, you are potentially exposing your business to hundreds of thousands or even millions of people online – and your brand needs to be accepted by them. It’s no easy task.
Let me help you. Here are 6 Facebook marketing mistakes to avoid:
1. Your contents are not visual enough
To make your content marketing more effective, you have to utilize pictures.
Pictures are a great way to increase fan engagement. One of the biggest marketing mistakes is not creating and sharing visual contents more often. Most page owners need to realize that pictures are prime real estate on your Facebook newsfeed.
Here are two examples.
Which of these two examples will attract your attention if they were to appear on your Facebook newsfeed? I’m sure that the second would because the picture stands out much more compared to posts with just normal words in them.
2. Your cover photo is illegal!
A Facebook photo is another great real estate on a page. It’s a great way to attract users attention. However, what many do not realize is, they come with a set of guidelines too.
According to the guidelines, cover photos must not include:
- Price or purchase information
- Contact information
- References to user interface features such as Like or Share
- Calls to action
3. You’re breaking contest guidelines
It is common practice to run contests for your audience, but many page owners make the mistake by running a contest using Facebook features by asking their fans to:
- like a post to win
- like a photo to win
- share to win
Did you know, according to Facebook guidelines, you can’t use any of their features to run a promotion?
Let’s put it simply: The rules say that in order to run a Facebook contest, you’ll need a 3rd party application or run on a separate tab.
Why is this important? Well, running a contest without using an app can actually get your account banned without warning.
Third party applications such as Binkd allows you to easily stay within the rules while at the same time helps you to manage and monitor your contest.
4. You’re giving away wrong prizes
How many times have we seen business owners, brands or marketers giving away prizes such as iPads or iPhones? Although these prizes are relatively more viral compared to other prizes, they also tend to attract the wrong type of people or demographic.
Prizes that are highly viral will attract people who are mainly interested in the prizes itself and not connecting with the business or brand. This will lower engagement rate on your page as those fans will likely not be interested to comment or engage with the page as soon as the contest runs out.
5. You’re not asking enough questions
Besides not utilizing pictures, another big mistake that page owners make is not asking enough questions. When they don’t, fans will just skim through the post and move on.
In order to spark dialogues or comments from fans, you’ll need to attach questions on your posts.
According to a research from Buddy Media, a post which has questions generates two times more engagement than posts without questions.
6. You’re posting at the wrong time
A lot has been covered on this topic but what I’ve come to realize is that there still isn’t a highly accurate solution to the timing of posting on Facebook. Why? Because after running my own experiments on a couple of the pages I own, I found that there are different timing for every demographic and geographic differences.
So, when is the best time to post on Facebook? Although I wish I had the answer for your page, I can’t answer that for you.
However, I can say that if you want to find out the best time to post, you’ll have to check with your Facebook page analytics. There you’ll be able to find out the timing details of all the posts you’ve made, the reach of each post, the number of engaged users with the particular post, number of people talking about it and the percentage of virality. It is essentially telling you all you need to know about how to connect with your audience.
Facebook marketing can be a great way to build a loyal fan base and community around your business. The key here is to utilize the potential of your Facebook page and you will definitely need to experiment and learn from your mistakes here. See what works for your brand and what doesn’t.