Facebook has over 2 billion users out of which 800 million tend to use it daily.
To put up an advertisement on Facebook is one of the best ways to promote and proliferate your brand and business. About 92% of the marketers around the globe use Facebook ads regularly and only 45% of these advertisements avail the benefits of Internet Targeting.
The question is: Are the Marketers using the best ways to benefit their business? Below are the 7 most common and terrible Facebook marketing mistakes that are draining the marketer’s money and should never be overlooked.
Key Facebook Marketing Mistakes –
1. Publishing unnecessary content
“As you sow, so shall you reap”, a person is rewarded or punished according to one’s action. This saying fits perfectly in the field of advertising. Using irrelevant hashtags or shoving unnecessary details in the content can ruin the ad leading to a deterioration in the conversion rate.
Facebook Marketing requires at least 50 conversions a week per ad in order to use the software. Irrelevant content tends to divert traffic and abate sales.
To get a hike in sales, understand the target audience and cater to their needs accordingly. Advertizing to the audience by using the demographic information provided by the users like their interests, previous orders and location will increase their attentiveness towards the brand and henceforth provide an increase in the conversion rates.
2. Ignoring negative comments or feedbacks
Not everyone can be satisfied with the quality or the aesthetics of the products and when that happens, the customers post their queries or feedback related to the products and they expect to be reverted within a certain time frame, else they may not have a taste for it.
When this happens, brands can reply constructively but instead, they start ignoring or deleting their comments. This may seem like an easy way out but it harms the image of the brand when people start observing a pattern.
The negative comments should not be treated in a hateful manner, they should be perceived as a constructive criticism given in a spirit of goodwill. Instead of ignoring or deleting the comments one can respond nicely to the customers by showing them how much customer satisfaction means to them.
Below is an image showing a negative comment of one the customers of Honda Of Thousand Oaks and look how well it has been responded.
3. Not optimizing the pages for mobile users
According to a survey, most of the advertisements on Facebook are optimized for desktop usage although almost 96% of the audience use their mobiles to access Facebook.
This creates a great divide as the content shown on mobile either tend to be cropped or sometimes the links may not be working.
The websites should optimize their pages for the mobile versions so that they grant users proper visibility of the content as shown in the image below.
4. Always calling for likes and shares (Biggest Facebook Marketing Mistake)
It gets very annoying when the advertisement for the same brand keeps popping up repeatedly. The user should not at any cost feel that the brands or websites are getting desperate and are literally shouting “We need Likes and Shares”.
A Facebook user coming to watch interesting videos or photos to share with their family and friends would not bother himself by liking a brand page whose products he may not be interested in and if the ads occur repeatedly, maybe he lashes himself out in the comments section.
Websites should focus on providing real content and promulgating their brands by tempting consumers. They will automatically like the page or connect with the account. If the reach is organic, then the conversion rate also increases by itself. Therefore, focus on implementing the best practices possible.
5. Ignoring the importance of images and videos
Nowadays more content is being made then there is time to absorb them. Marketers should not forget the potential of the images and videos in the advertisements. They alone are responsible for about 70% – 90% of the ad performance. These tend to drive more traffic towards the websites and also increase the conversion rate.
The best quality images should be incorporated in the advertisement that adds a more positive feel and vibe to it, something to which audience can relate to immediately.
Videos that have the power of attracting the audience within the first few minutes should be incorporated into the content. Lengthy videos with mundane content tend to do the opposite.
6. Not following the latest updates of Facebook
Facebook updates its website regularly. Failing to abide by the updates can lead to a diminishing sale.
The most recent update enables the user to report scam ads. You can access this feature by clicking on the three dots in the upper right corner of an advertisement.
So it will provide help to those worried about being scammed or have lost money due to the fraudulent ads. This has been done to raise awareness regarding the online scams which are escalating these days.
Brands should keep themselves regularly updated and all changes should be immediately mirrored in their advertising strategy.
7. Forgetting to exclude those who have already applied
This is a mistake that seems to be petty but has real implications on the budget and the customer experience.
Therefore, if a person has already converted to a certain advertisement then the concerned person should not be targeted in the next campaign.
Alternatively, certain campaigns are not meant for a new audience. Then the targeting should only involve the current ones to the exclusion of the new audience.
This can be attained by listing of the customers separately and excluding or including them in the campaign according to the current need.
Likewise, there is a way in which the data can be recorded/removed/included easily using a technique called Exclusion Targeting.
In other words, the technique lets you create a pixel which allows you to directly perceive the effects of advertising on the consumers.
The final step in Facebook Marketing Ads is to select the audience according to the necessity. This helps in saving extra money by not investing in customers that have already converted.
Conclusion for Facebook Marketing & Advertisements
Facebook marketing is all about finding ways to expand the brand. The key is to follow the latest trends and techniques and let go of the old ways. Keeping the daily track of what is happening with the Facebook ad and tracking the expenditure is mandatory. Just remember to avoid the common mistakes mentioned above.