Want to succeed on Facebook? Avoid these mistakes
If you’re a small business, chances are Facebook is the central hub of your social media marketing strategy. There’s no denying that other networks like Instagram, Pinterest and possibly TikTok may have a place in your online marketing strategy, but for many businesses, Facebook’s massive demographic offers the best opportunity for conversion. And because not having an active Facebook can lead to consumers questioning the legitimacy of the business, it’s a must-have.
But once you’ve created a Facebook page for your business, managing that page can feel like an uphill climb. Every. Single. Day. How often should your business post? What time of day should you post? Do you really have to respond to every comment? Even the nasty ones?
The truth is, most business missteps on Facebook are avoidable with a little research – and sometimes with a helping hand. We’ve compiled a list of the most common mistakes businesses make on Facebook – so you can avoid them. Consider this your helping hand if you’re struggling on Facebook…
Facebook for business – what not to do
1. Don’t create a personal profile instead of a business profile. This may seem like a no-brainer but it’s amazing how many small businesses begin their life on Facebook as a person. Facebook personal accounts are wired differently than business accounts, which can create big problems for your business if you’ve made this mistake. For starters, business accounts can’t send friend requests to people and vice versa – or see the details of personal profiles. Hello privacy concerns, right? If you’re on the personal side rather than the business side, correct it now. Before Facebook discovers the error and shuts you down.
2. Don’t forget to fill out all the extras on your page. Begin with your “About” section and take every opportunity offered to share information about your business. From simple info like your web address and store hours to interesting tidbits about your business or the types of products you sell, it all helps consumers get to know you better. From there move to the messaging options offered to businesses, which encourages consumers to direct message with questions – rather than posting on your page.
3. Don’t ignore comments on your page. The great thing about Facebook is how it allows consumers to share their feelings about your business. The worst thing about Facebook is how it allows consumers to share their feelings about your business. The golden rule? Respond to every comment, negative or positive. And remember that the timeliness of your response shows the world your commitment to customer services. For negative comments follow the 1,2,3 strategy:
1. Apologize. Nothing diffuses a situation faster than a simply apology.
2. Say thank you. Your customer has given you an opportunity to help make the situation better.
3. Take it offline. Invite them to call you, email you or DM you with their contact info you so can call them.
4. Don’t just post any image of any size. Cluttered or pixelated images will do more harm than good when it comes to Facebook, giving a sloppy or amateurish look to your business. Choose your images carefully and ensure each one helps tell your story. Branding your images is a smart idea too so whenever your image is shared, your logo goes with it. Facebook’s image size requirements change regularly so go to the source – Facebook – if you’re not sure.
5. Don’t post just about sales. Posting about your current sales is a smart idea – just make sure there are plenty of other updates in between the salesy ones. If your business is more promotional in nature (like the mattress industry) a good rule of thumb is 5-7 non-salesy posts to 1 salesy post.
6. Don’t post random content at random times. The ideal posting schedule varies from business to business and you’ll have to experiment to find the rhythm that works for you. Go slow at first, 3-5 times per week is a good starting point. Ensure your Facebook content is relevant to both your ideal consumer and your business goals. Watch how much reach and engagement each update receives – and, of course, replicate the successful ones.
7. Don’t ignore targeting. Advertising on Facebook without taking time to target your ads is, quite simply, a waste of money. Target lookalike audiences or retarget consumers who have visited your website, used your app or signed up for your newsletter. You’ll be connecting with consumers who have already expressed an interest in what your business has to offer. As you experiment and tweak, you’ll identify winning creative that will help you get the most of your advertising budget. And remember that the most important step is the testing stage. By taking time to test your ads, you’ll ensure your spending money on ads that work. The more effective your ads are, the less you’ll pay per ad.
8. Don’t be afraid to try new things. Consistency is a key pillar of success on Facebook but sometimes stepping out of your comfort zone can result in huge wins. Step with purpose and, of course, measure everything you do so you can repeat the successes.
9. Don’t ignore the meta description from the links you post. If you’re using Facebook to post content from your blog, the metadata from that post (an image and short description) is automatically pulled into your update. Add additional copy to draw readers in – this will show up above the image while your metadata will appear below it.
10. Don’t forget to measure, measure, measure. Through the Facebook admin page role, you’ll be able to access a feature called “Insights” and be able to study page likes, engagements, page views and reach. If you’re not managing the page yourself, keep a close watch on the “Responsiveness” score as it’s a good measure of how timely your social media manager is responding to consumers.
Julia Rosien
Who the heck is Julia Rosien?
At the end of the day, it's night and it's my job to help you get a better night's sleep – and lead a healthier, longer life. Pretty awesome job, right? As Vice President of Brand & Digital Marketing for Restonic Mattress Corporation, I also serve as the brand liaison for Restonic's family of brands, which includes Scott Living and Biltmore.
My motto: life is better together. We all want to succeed and when we work together, we can make great things happen for ourselves, those around us and the organizations we serve. Connect with me on LinkedIn or Twitter.