While Facebook remains a fertile ground, marketing on social media it is not as easy as it seems. More than 80 million business pages are present on Facebook, which indicates its growing popularity. But you only witness a few proving their mettle. So, what happens to the rest of them?
Probably they’re all struggling. Most might be using it to promote their business via different marketing strategies aggressively. They all might have some tactics up their sleeves to enhance their visibility, but that’s just one side of the story.
It’s not all that fail; it’s not all that are successful. 70% of the businesses come crashing down.
The reasons why most fail are many. It could be the loophole in strategies, or indifference to the needs of the customers, lack of uniqueness, poor planning, and over-expanding, to name a few. While all of them start great, the naiveness and flaws in the marketing domain come as the top cause of the failure.
Sure, the audience is flocking toward this mainstream channel to discover their favorite brands and online services. Brands are spending on Facebook ads to reach their targets. As the market speeds up and Facebook rolls out new opportunities for businesses, it’s time marketers learn the right way to establish their business on Facebook by recognizing the pitfall to avoid.
Let’s discuss what mistakes an online marketer should avoid in the 2020 Facebook.
1. Underestimating The Facebook Business Portal
The general perception among small businesses is that creating a profile and running a business page is simple, and a straightforward method of marketing. That’s not true. Facebook has its business portal specifically created for businesses. Using your profile for page creation limits your chance of exploring the business opportunities Facebook has to offer. Plus, your business credibility remains at stake.
Instead of taking the usual route, the best way for professional marketing is to create a Facebook Business Manager account after you log in. The reason is simple; it gives you space for your strategies and control over managing your business page in a versatile manner. Plus, you get the flexibility to scale the page.
You can also create ads and invite associated people to join and manage the account. The best bit about having a Facebook business manager is that it strictly maintains a business approach by assigning roles and permitting people to connect with the account.
2. Starting With Unclear Goals And Undefined Strategies
Nothing can be achieved without having a clear goal. Whether you need to enhance your presence or increase your sales or even gain popularity among your audience, setting a clear goal helps you analyze your moves and performance. If a business doesn’t have goals and aims, the strengths and weaknesses remain unrecognized, causing the business downfall. You can’t just jump right at your customers with no further plan in mind!
As a marketer, you need to prioritize quantitative as well as qualitative goals and categorize them in an achievable sequence. For instance, a Dallas web design company has the aim to establish its online identity; it will first have to research the targets and the market to cater to its products naturally on the social media platform.
It will organize primary goals in smaller, achievable milestones, such as comments, impressions, likes, shares and so on to measure the rate of its performance.
Even in 2020, defining your goals should be your top priority.
3. Choosing Wrong Ad, Wrong Audience
As the ad is irrelevant to our interests, it’s usually the mistake online marketers commit to boosting their product or service regardless of the people the ad will reach. If the ad fails to gather responses from the prospects, the business receives all the hurt and might even lose its credibility for such a loose attempt.
However, if you’re using the ad strategy, it shouldn’t count in lazy targeting. Instead, go down to narrow your target audience and refine the criteria by prioritizing your current customers, potentials, and people who’ve previously engaged with you.
For example, using the social media customer profile and data, a women’s linen clothing business can choose to display ads to the audience interested in purchasing the fabric as per their taste. If you keep nurturing your campaign with relevancy, awareness will gradually pick up its pace.
4. Ignoring The Power Of Storytelling
The art of storytelling is reincarnated day by day – especially with stories becoming the new face of marketing. Facebook has introduced storytelling through a variety of means ranging from Facebook stories to live videos and much more. While this mammoth platform leverages marketers immense control and power over their content, most marketers miss the point, even when storytelling is going large next year.
Storytelling gives consumers a reason to buy from you. Storytelling requires a business to share its human aspect with the audience and stir their emotions for connectivity and engagement. Apart from that, it gives marketers to score an increase in traffic, more excellent conversion, and higher sales.
Even if you’re using Facebook stories to market your business, it isn’t going to do you any good alone. You must integrate storytelling in every aspect of your reach, so your customers get exposed to interactive content regularly.
5. Focusing On Your Solutions Instead Of Customer Pain Points
One big marketing sin committed by beginner marketers is that they create content focusing on the solutions they provide than addressing consumer issues. What do we mean by that? The offers, promos, and discount ads you see on Facebook are what the business tells you about their product. So when a person comes across the ad, they’re encountering the business instead of someone offering to help them out.
Whatever content you’re marketing on Facebook, it should tell your customer’s story. The way to grab their attention is to make them click something they can relate to. You can weave in their pain points, their challenges, and wishes into your strategy. Make the customer click something valuable to them. In 2020, it’s all about them, not just your business.
6. Depending Heavily On Automatic Ads
Facebook ads are something that has been around for quite a time, with the platform becoming more user-centric and people-friendly in the coming year. For most, the best way to boost business is to choose the automatic ad placement option, where it can also save your ads from appearing to the wrong audience.
So, what happens when you depend on these automated ads? If your ads are performing well, Facebook will maximize your budget without offering much in return. In that way, your budget could tighten up if you continue to depend on ads without giving it a second thought.
However, you can control your budget and still place ads if you deselect Audience Network. Otherwise, if you’re open to expanding your budget without compromising the quality of your business, you can always enable it.
At The End
Facebook is gaining attention from businesses of all sorts – where mistakes and failures aren’t a new thing. However, a business can only succeed if it learns from the mistakes of others and strategizes its approach towards reaching its targets.
Marketers must pay attention to the words of the professionals and those who have succeeded before. If one takes a step towards learning, the future can hold a better place for them.
Author’s Bio: Loius Martin is a Creative Marketing Manager at Invictus Studio, a professional logo design company in Dallas. He has been guest blogging for quite a long time about design, SEO and branding. You can follow him at @loiusmartin1