What are the biggest mistakes businesses make when using Facebook for marketing?
They think like it’s still 1990.
We could write a book about this topic, but let me tell you what I believe are the the two MAJOR mistakes businesses make when using Facebook for marketing:
The first one is that:
#1 They think it’s a part time job
If you choose to use Facebook for your marketing (and why wouldn’t you?!), you better do it right.
Many business owners approach it like it’s something they have to do because “it’s cool nowadays”. These are the kind of people that haven’t yet understood that technology, in life as in business, is an integrated and fundamental component of how we think, act and interact as humans in a society, and it’s going to be merged within our “offline culture” more and more.
Therefore, it should be approached openly and embraced fully, which brings me to the second major point:
#2 They do not use it to its full potential
There are many examples in this regards that can be done. So much potential is wasted under the surface of poor marketing strategies. A few common mistakes that businesses make with their FB marketing are:
- Not defining the target audience
One of the most valuable features of Facebook is that is one of the most updated database of information about just anyone using it. When running your ads or pushing your content, you MUST have a clear customized audience to address it to, otherwise you’re just wasting money and potential clients. Customized means that you might include Educational/Relationship status or Personal Interests besides their personal info. But it could also be customized according to how your audience interacted with your page before.
- Not using the Facebook Pixel
Facebook allows you, so that you can then retarget your website visitors on Facebook on a second time. Many times people just need a second call to action to buy, but you could never know who to second-call if you do not track your visitors. This is why anyone should install Facebook Pixel on their site: .
- Not testing different lead magnets
Testing different lead magnets to improve your Facebook Marketing is key to understand better how your users enjoy interacting with you, what catches most their attention and how can you really help them. Here there is a video about.
- Not using mobile optimized ads
Mobile traffic. The best way to surf this wave is to use , an ad tool specifically designed so that people can opt in your list without having to insert their data or leaving the platform.
- Not asking for feedback
One of the most important question to make your business grow is to ask yourself: “What do my customers want?”. Social media are one place to find that out. Customers of all kinds tend to give feedback, ask questions, share ideas..and most importantly, talk about their problems. If you have the humility to listen to them, you get access to great insights to improve your business.
- Not being “Very responsive” to chat messages
Social Media became over the years a huge aspect of everyday life. Needless to say, they are also one of the major channel of communication with your customers. It feels good to know you can count on someone to address your doubts as he/she was a friend of yours. A study shows that. That’s why Facebook Pages that are “Very responsive to messages” are very much appreciated and those who are not..are not.
The list could go on and on. Another example is not embracing new ways of communication such as video content or live Q&A’s. The thing, as we said earlier, is that technology is entering our lives in a very disruptive way and as a Facebook Marketer you must keep up with it.