Facebook marketing mistakes

8 Common Facebook Marketing Mistakes to Avoid for Small Businesses

What if you were dropping the ball on your single best marketing tool?

Social media marketing through platforms like Facebook is one of the best ways for a small business to stand out. Unfortunately, many of these businesses make Facebook marketing mistakes that ultimately sabotage their success.

What are these mistakes, though, and how can you avoid them? Keep reading to discover the answers!

1. Not Focusing On Headlines

No matter your exact strategy, the goal of social media marketing is to eventually boost your sales. Ironically, though, one of the biggest Facebook marketing mistakes is being too focused on sales.

Modern audiences such as millennials (opens in a new window) are often sceptical of direct advertisements. If your Facebook ads come off like a pushy salesman, it may drive potential customers away.

Instead, put more of your effort into an interesting, funny, or provocative headline. By gaining their interest with a killer headline, you can really boost your click-through rate.

2. Not Including Testimonials

The popularity of social media led to the concept of “social proof.” Basically, customers are less concerned with what a business has to say about itself and more concerned about what other people are saying about the business.

This is why so many customers check user reviews before buying a product. And you can harness some of that same energy by including testimonials from satisfied customers directly in your ads.

Such testimonials do not need to be bogged down by the names of customers or what they bought. The simple sight of positive testimonials in a paid ad is enough to positively drive your sales.

3. Not Tying to Other Objectives

As great as it can be, Facebook is not an island unto itself. Unfortunately, many businesses treat it as such and fail to tie Facebook marketing to their larger marketing strategy.

For example, it’s easy to think of Facebook marketing only in terms of generating awareness of your site. While building your brand is fine, Facebook offers numerous opportunities to cater to specific customers (more on this in a moment).

Therefore, you should carefully consider the different stages of the customer buying process and target those in different stages with different marketing strategies. In addition to building awareness, you can generate leads and drive site traffic. And it all starts with mastering Facebook’s helpful ad guide (opens in a new window).

4. Not A/B Testing

If we’re being honest, too many businesses approach Facebook marketing as one giant net. Simply put, they just throw the net out there and see who they can pull in.

But one of the biggest strengths of Facebook marketing is that you can fine-tune which audiences you are reaching. You can narrow things down in paid ads by factors such as user location, age, interest, and much more. You can later conduct A/B testing to determine what was more effective and further narrow down your exact audience.

You can conduct the A/B testing right away, though, but it is more ideal once you have at least 500 ad clicks and at least 100,000 impressions, you can run testing and potentially lower how much you are paying per conversion.

5. Not Showcasing Your Value Proposition

What does your typical paid ad on Facebook look like? Unfortunately, many businesses stick with a bland format of simply telling customers how their product works.

In a crowded field of competitors, your potential customers need to know more than what your product does. They need to know what the product will do for them. In other words, your paid ads need to quickly emphasize your value proposition.

Identify your biggest benefits and make those benefits the features of your ads. It will boost click through rates, and the customers will naturally find out more about your products and services when they visit your site.

6. Avoiding the Question

You don’t have to reinvent the wheel for every aspect of Facebook marketing. In some cases, you can rely on tried and true marketing techniques, including asking customers rhetorical questions.

Your potential customers are naturally curious. If you ask the right question, it will pique that curiosity. And they will click through to discover the answer.

For example, an ad asking “Do you make the grade with SEO?” will naturally make a customer worry about their own SEO performance. And in their worried state, they will click on the ad to get a solution to this problem.

7. Never Being Urgent

When you run paid Facebook ads, you’re likely hoping for a quick response from customers. But the quickest way to get such a response is to provoke a sense of urgency.

You might mention a special offer that expires in the next few minutes. To drive this point home, your ad can even feature a digital timer that is counting down.

This strategy is simple, and it involves tapping into the average user’s “Fear of Missing Out” (FOMO). Nobody wants to miss a good deal, and by showing exactly when the offer expires, you’ll create the urgency needed to drive clicks.

8. Focusing On Desktop Users

Pop quiz: how do you think most users will view your Facebook ad? If you answered “from the computer,” you’d be wrong. Most users now access the internet through mobile devices.

Sadly, many small businesses design their Facebook ads with desktop users in mind. And when someone views that same content on their smartphone, they encounter cropped and bunched visual elements that look downright ugly.

With a bit of practice (and help from the right consultants), you can create paid ads that look dazzling on both desktop computers and mobile devices. You’re already paying for the ads; why not take the time to make sure they look perfect across all devices?

Facebook Marketing Mistakes: What Next?

Now you know what the top Facebook marketing mistakes are and how to avoid them. But do you know who can take your social media marketing to even greater heights?

At Rise Up Social, we can help with content creation, sales funnels, social media marketing, and more. To see what we can to improve your own paid Facebook advertising, contact us today!

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