Mistakes to avoid when doing Facebook Marketing

"Facebook marketing is essentially the science behind it - it's art, but we have some solid evidence that there are tools that can help marketers be more successful," Bruich said. , after his team studied 1,200 posts by 23 brands for a month, using quantitative measurements to determine the individual impact of each post. "This is not the same as the black box ... there are so many opportunities to learn more about marketing and make it more effective."
Facebook marketing

Here are a few of the most common mistakes when doing Facebook Marketing .

1. Do not fill out information on Facebook Page account

This is a very basic mistake, very common, but if you want to take full advantage of Facebook then have a complete profile of your brand. Businesses should have dates, information, locations, photos and more on Facebook Page for their brand so that users can quickly grasp this information. Also, a Page with a clear URL is another plus for the business.
2. Mistake with Photo Cover
Cover photos are a big asset on Facebook Page because this is the first thing users see when they visit the Page. But Facebook also has its own rules for using Cover photos that you must follow when you want to do Facebook marketing:
  • No sales or price information on the cover (including discounts, eg "40% off")
  • Allowed to use call-to-action, eg "like", "share", "Download" ...
  • Relevant information is allowed, such as website address, email address on cover
The good news is that Facebook has removed the limit of 20% text in the Cover image and thus businesses have more opportunities to promote themselves to consumers.
On the cover photo, you should use images that show your product and brand features - close-up photos of food if it's a restaurant, a cute baby if it's a diaper company, show photos Show fashion if you are a fashion label. And don't forget to change the cover photo from time to time to take advantage of your new product, event or venue promotion space. Of the brands included in a recent Buddy Media study, more than half used only one cover photo, only 21% used two cover images. Cover image is like a billboard, a large billboard on your Facebook Page, so don't be afraid to use it to promote the best offers you have. But remember: play by the rules.

3. Post too much

Facebook suggests that brands post one to two posts per week to create engagement on Page and track their activity. There have been many cases where brands posting one or more posts per day experience the opposite effect of user interaction. According to statistics, on average, a user always likes at least 10 pages, especially up to 100 pages, which means that your content faces huge competition on the News Feed of new users. attract attention from them. The advice is to post 1 excellent content is still more than 2 average content.
Even if you post one or two pieces of content a week, you can still keep the interactive Page on a regular schedule. A little suggestion for you is to tag the people you trust in your post - it's a great way to remind them to return to the Page and engage more.
4. Too focused on finding Like
Like, is definitely important. But Like is only the first step. The second step to take into account is that you're reaching the right audience and keeping them engaged with Page, Diana said. If they "like", share, and comment often, you have turned them into a support force for your brand and they are the ones who send your message to their friends.
Sharing time is also a factor to consider. There are certain days when a post will get more fan engagement - Buddy Media Research found an 18% higher Facebook post engagement rate on Thursdays and Fridays. So, if you post strategically, you can still get the desired engagement without spending a lot of posts. Using post support tools like Facebook's timer feature, you can pre-arrange the content to share on Page for the whole week to save time and enjoy the results. Mr. Lazerow said, “Brands that don't care about their data and how long fans interact on the Page will not see the reach and interaction they want.”
5. Too many words in content
Facebook research shows that posts containing 100 - 250 characters (or one to two lines) get 60% more Likes, comments, and shares than posts that are over 520 characters long. said. Buddy Media Research found a similar trend, showing posts with 80 characters or less had a 27% higher engagement rate. The message here is to keep the article short and concise (Twitter's work and success are the best proof of this). And of course, the content must have a mix of genres, otherwise they don't have much reason to follow you on any social networking site.

6. Post miscellaneous content, not related to the brand

This may seem surprising, but what you post on Facebook should be related to your brand. If your company is in internet marketing , then it makes no sense for you to post content about your iPhone just because you think it's current. Content that is closely related to your brand is more interactive because people like your Page, but that doesn't mean they share all of your interests. And since fans don't see everything you post, you're betting yourself on irrelevant content and negative feedback on the post.
7. Ignore information in Insights
Facebook Insights provides a lot of useful information and it will be flawed if you do not take advantage of this data source. The Friends of Fans figure is extremely interesting, as Friends of Fans represent a larger number of customers than the brand's fans. In fact, according to Mr. Bruich, in the top 1,000 brands on Facebook, the number of Friends of Fans is 81 times greater than the number of fans. This means there's a large audience that you can reach from posts with compelling content (because fan activity will appear on their friends' News Feed) and boost the content with Facebook advertising tools like Promoted Posts.
Smith says 51% of consumers will buy the item if they know their friends have done the same, so care should be taken to take care of this support force to better understand their brand.
You should pay attention to the People Talking About This metrics and Insights reach to know how content travels in the Facebook ecosystem, and to get an optimal Facebook marketing strategy based on what's working. "That's how a successful social media plan is," said Bruich. In a way, you can view your Facebook audience as a focus group and understand what they want to see more of.
8. The page was not outstanding
Timeline seems to be turning Facebook into a specialized image platform (with 5Gb of data free for users and allowed to post high-quality original photos), creating fun for the content is still a must. Too much of one thing is boring, of course, so if you know the right mix of images, videos, questions, status, polls will keep people engaged and interesting with your brand. People love variety, and different types of content create different types of interactions - so content, a little bit of each, creates an unexpectedly massive interaction. For example, some people like to click Like, others like to share pictures and "Like" videos, others comment, contribute comments on posts, so it's best to give users a comfort in how they interact with brands.
"If your brand posts a video, remember that a video shared from a third party (eg YouTube, Video) generates less engagement than a video uploaded directly to Facebook," said Diana. .
Whatever type of content you share, it's important to showcase your brand's unique identity and voice so that Facebook users simply look at the content in their News Feed to immediately recognize, “Ah this is the content of brand A… this is the content of brand B… ”without looking at the brand name.
9. Don't take full advantage of Facebook's advertising options
Not all brands have the budget to run Facebook ads in their marketing plans. But if you can, then Bruich's advice for creating a great ad will be of great help.
The ad, he said, needed to make its branding. If the ad does not show clearly who it is advertising to and what to advertise, how can consumers remember the ad as well as the brand. Another important note for businesses is to have a reward or something like that, as rewarded ads tend to have an impact on consumers' buying decisions. Then the ad must have a highlight in it, because that will be the bright spot that increases the reminiscent of the ad among Facebook users.
Facebook Insights is once again mentioned in its powerful support to help you determine the audience that the ad is targeting and determine what the ad content should be like. “The content on the Page and the ad must be the same,” says Lazerow.
Facebook marketing is an extremely effective way to build the fan base and let the business reach more people. But a successful campaign doesn't have to be costly and time consuming. Avoiding the above mistakes, you will have a great strategy for the marketing plan of the business while at the same time making a huge impact on the image of the business on Facebook.
Source htm.vn