Facebook continues to be one of the more popular digital marketing platforms for all types of businesses. But because of the competitive nature of its landscape, it’s imperative that you constantly improve if you’re going to have a shot at Facebook success. A big part of achieving that is by learning from your past mistakes. Below are 5 Facebook marketing mistakes you should stop committing in the coming year.
Not focusing on prospects’ pain points
When people are scrolling through their feeds, they are bombarded with content that’s all clamoring for attention. A common mistake is leaning towards selling a feature or promotion instead of making your social media content about your prospective customers and their pain points. Crafting your posts and ads to focus on your customers’ struggles, aspirations and motivations trump seeing even the most feature-packed products/service. The reality is you only have a little over a second to catch your prospects’ attention, the best way to go about doing so is by making your content about them and not your business.
In the example above, Promo quickly segues to empathizing with the challenges of running a business, while also needing to worry about marketing. They then offer a solution to these pain points, highlighting the importance of creating professional videos, and how their solution is convenient for business owners strapped for both time and resources.
Not addressing negative feedback promptly
No matter how good your product is, there will always be negative feedback on social media, particularly on Facebook where it’s as much a past time to complain as it is to scroll through content. And while this is something even the savviest social media marketers can’t avoid, there’s one sure-fire way to handle them—addressing them promptly.
Don’t let 48 hours pass without responding personally to unsatisfied customers. Even when you can’t make amends and re-do what’s already been done, even the simple act of recognizing oversight or shortcomings lets your customers feel that you care about them. Doing so not only gives you a chance to win back a customer, you’re showing others how you value them too.
It’s common for Facebook marketing beginners to target an audience that’s, quite simply, too big. Not only does this sort of imprecise targeting lay waste to your marketing budget quickly, but it also makes even the best marketing strategies that much less effective when targeted at the wrong audience.
So instead of, say, just boosting content to target fans of your page, you can go into Ads Manager and refine your audience by creating a custom audience made up of your existing customers, website traffic, and people who’ve engaged with your brand. Just keep in mind that targeting still depends on your marketing goals. If the goal is simply to raise awareness, then targeting a wide audience isn’t that bad. But if you have more specific goals like increasing Facebook conversions, then you’re going to refine your audience to whom your content is most relevant to using the data that you have.
Not optimizing content
This might seem like something that should go without saying. But you’d be surprised at how many brands still overlook this point. One way to optimize your marketing content is by ensuring that your paid marketing campaigns are aligned with all your organic content. This allows you to leverage invaluable data and insights from all your customer touchpoints.
This is what Skyscanner did when they came up with three creative concepts for a holiday campaign and tested them on social media to see the best direction they should go with. And while they found that none of the three concepts resonated with their audiences, it was enough insight to drive back to the drawing board and produce a better one. Additionally, they allocated a small amount of ad spend to target specific focus groups. All these eventually resulted in Skyscanner creating one of their most successful Facebook campaigns.
Not tracking your results
The best thing about digital marketing and the many online marketing tools that enhance it is the ability to track the intricacies of your performance. If you’re going to keep getting better at Facebook marketing, you’ll need to continuously track your results – whether they be wins or fails.
If you’re just starting with Facebook marketing, a simple approach to tracking your results is creating a document with your results and key insights and sharing these across your entire organization. You should also regularly schedule revisiting this document so you can identify new opportunities presented by new features introduced by Facebook.
Facebook’s native analytics can provide you with plenty of insights on your performance. How you learn from them will determine your future success.
With changing algorithms and a highly-competitive landscape, Facebook marketing is something you’ll need to really work on. You probably won’t get it right the first time, but learning from your mistakes and identifying mistakes you consistently commit is always a step in the right direction. Make sure you keep an eye on your past performances and allow them to guide the steps you take in the future.