Facebook, a promising platform not just to connect with people around the globe but also to enhance a business’ brand exposure online.
With the continuous growth of social media users, this platform is really the best place to market your products and services.
According to the latest statistics, there are approximately 65 million business pages in Facebook to date. That number is still expected to grow as small businesses sprout all over the place.
To add to that, there are an average of 1.48 daily posts by brands on Facebook.
And the list goes on.
That proves the power of Facebook when it comes to business growth.
However, with these obvious stats there are still lots of small business owners that are not aware of the best practices in using Facebook as a marketplace.
That being said, I am going to address the most common mistakes small business owners make in using this platform in marketing their business.
Facebook hates contents purely for selling. They hate it so bad.
This is one of the most common tactics small business owners use in Facebook marketing. They are not aware that Facebook lessens the reach of a page that does nothing but to sell.
If you are a business that normally spends for Facebook advertising, you won’t feel the difference since you are relying on ads.
But once you stop your ad campaign, you’ll notice that your organic reach plummets dramatically.
This is because Facebook doesn’t favor pages that do not engage with their target audience.
Create a separate set of content for promotion and engagement. Make a schedule on when to post these content and make sure not to flood your page with promotional content.
Using a profile to market a business
A lot of businesses in Facebook use a profile to market their products and services in hopes of getting a good amount of inquiry and sales.
Some also might think that this technique is a double-edged sword that works perfectly fine.
Well, it’s not.
Firstly, it violates Facebook’s Terms of Service.
It could even bring more harm than good because if Facebook finds out that you are using a profile as a business means, they will force you to convert that profile to a business page or else you won’t be able to use it.
Another disadvantage is that profiles don’t have analytics tools that business pages possess thus making it hard to analyze if you are targeting the right audience or you are marketing your product in the right time at the right place.
Use the profile to represent the page you are managing but not its products/services. Instead, make use of your profile as a means of expanding your network that might be interested in following your page.
You can also use it to strengthen your bond with your customers by addressing all their concern or personally messaging them for some assistance.
Or invite your friends to become your Facebook business page’s followers.
Posting during lean or wrong times
Majority of small businesses who use Facebook in marketing their business are not aware of the importance of posting at the right time.
That leads them to flood their page with tons of updates. It’s still okay though if you are providing value to your audience but technically, you run the risk of losing the maximum value of your content.
Small business owners think that posting at all times enables them put their products or services in front of their followers instantly.
That’s not the case. In fact posting the wrong type of content at the wrong time will only ruin the organic reach of a business page.
Use your Facebook page’s insight tool to identify the ideal times where most of your followers are in Facebook. That way you can ensure that you are getting the most of your content shared to your page.
Spamming Facebook groups
There are hundreds of thousands of groups intended for marketing products and services on Facebook.
The funny thing about it is that most of the members of those groups think that promoting their business there will help them.
The sad truth is, it’s not. All of the members of those group have one thing in common – Promote.
And lots of business owners tend to do this kind of thing. Selling to Facebook groups where the members are also selling.
I’m not saying that this is a complete waste of time, but it doesn’t really provide much value to the business because there’s not much people who might be interested to your products or services.
Instead of spamming Facebook groups with promotional content, look for groups that might need help that are relevant to your business. Participate by helping them solve their problems.
That way you are able to provide real value and will have a greater chance of getting sales or conversions.
Using captions that are way too long
Have you seen a sponsored post that uses a super long description?
I bet you didn’t spend a minute reading it. And I wouldn’t too.
It’s not wrong to use a long post description since there are big brands who do the same thing. But the difference is that they use a well-constructed and targeted descriptions and they really know who they are talking too.
If you do the same thing, then there’s no problem with that. But most small business owners are not well versed when it comes to using complex post description.
People might still be interested in your offer, but there’s a big chance that they won’t read everything in the caption. That means you just wasted your time writing a long caption.
Try to limit your caption at 330 characters max. This will ensure that the caption will not be truncated and the users will be able to see and digest your message.