In today’s digital age, all businesses recognise the importance of using social media to market themselves. Facebook is a platform that all types of companies use, from beauty salons to accounting firms. It’s not hard to see why. It has the largest following out of all social media platforms, and arguably the most diverse demographic too. However, if you are to make the most of Facebook, you need to use it effectively. Read on to discover some of the mistakes you could be making.
#1, Not having an agreed content strategy – For any type of brand, emotion-led content, which has been specifically designed for social media, is a must. This highlights why it is so important to have a content strategy in place. This may mean investing in a professional copywriter, but it will certainly be worthwhile.
#2, Not watching the competition – While you’re not meant to copy the competition, you should be evaluating their social media activity. Your industry is the greatest source for ideas that are going to work for you. For example, if you run an estate agency, monitoring how other estate agents run their social media accounts will enable you to come up with some of the best real estate marketing ideas. You will also get an idea of what isn’t working too, which can be just as beneficial.
#3, Reacting badly to negativity – This is one of the worst mistakes you can make. Yes, it can be hard to hear negative things about your business. However, if you react negatively too, it’s only going to make the situation worse. Remember, once something is on the Internet, it is on there for good. You also shouldn’t ignore or delete comments.
#4, Failing to use Facebook advertising – Most marketers agree that ‘Likes’ are more of a vanity metric. Through organic means, you are only likely to reach 5% of your fans. This is because of Facebook’s Edgerank algorithm. Because of this, there are only two ways of reaching a large number of fans. The first is to post high-quality posts on a consistent basis. The second is to artificially increase your reach by regularly boosting your posts. This is a cost-effective approach when you consider the reach you will benefit from as a consequence.
#5, Erratic posting frequency – The final error that a lot of businesses make on Facebook is posting with erratic frequency. If you go quiet, and then you’re extremely busy, it confuses fans, and fails to keep them engaged. Posting too much can also have a negative impact and result in people hiding your posts, which is the last thing you want. It’s all about getting the balance right.
If you are making any of the errors that have been mentioned above, it is important to put the steps in place to rectify them sooner rather than later. If you do so, you will notice immediate and long-term improvements to your marketing campaign.