Although Facebook marketing is never new, it never gets old. Thanks to the constant update of Facebook’s algorithm, marketers always have to push themselves to learn and tackle new things head-on.

Wondering why your Facebook ads are underperforming? Let’s see below some of the common mistakes people make with Facebook marketing and fix them right away!

What is Facebook marketing?

Facebook Icon

As its name suggests, Facebook marketing means promoting your business on Facebook by means of target ads, business branded groups, Facebook jobs, and Facebook marketplace.

As social media has become an integral part of life, Facebook is a communication platform full of potential and opportunities to keep in contact with and attract new customers.

As you may have noticed, the business pages of some big enterprises or even local online shops are part of Facebook marketing to build a social following for their businesses.

Read more: Why do you need a remarketing campaign and how to do it right?

Why is Facebook marketing still worth it?

Never stop believing that your business can reap a profit from a tiny investment as a Facebook page — yes, Facebook marketing has many advantages. Let’s dive right in!

1. Fuel an online marketing campaign on a small budget

If you have a tight budget, Facebook marketing is your pick!

You can create a business page, publish posts about your products and services to introduce your brand.

Like other social media sites, you can provide fascinating insights into your company’s new products and anything about your customers.

A good thing about Facebook marketing is that you don’t need a high cost which you may need, however, for your marketing campaigns through other channels like traditional marketing or marketing agencies. Some costs to consider, maybe Facebook Ads. Otherwise, all you need to invest in Facebook is time and effort.

2. Maximize your brand exposure online

What’s better than a social media site like Facebook when it comes to boosting brand exposure?

A Facebook business page is more than sharing photos, videos, or even stories — it’s about the way you brand your business making full use of its rich functionalities.

For instance, you should create a profile page to publicize your company name, location, contact details, a brief introduction, and many more to let the public know about your products and services. Simply arouse interest in what your company offers to shape your brand.

3. Initiate a conversation with existing and new customers

We’ve discussed the business page, posts, and stories a lot; how come we forget about Facebook Messenger? This name should be no stranger to you. It’s an instant messaging app and platform ubiquitously used by people every minute, isn’t it?

If it’s such a popular messaging app, have you ever thought of sharing updates on your business or new information on your products that may be of interest to your users?

Messenger Icon

Messenger makes it easy to initiate a friendly conversation to draw new customers. Meanwhile, you can maintain contact with your existing customers and keep them updated with your products.

Growing your business takes time and effort. It’s not only about reaching out to potential customers but also about nurturing long-term relationships with customers, who are a pillar of your business growth.

4. Timely, personalized customer support

It’s no secret that customers are looking for efficient customer support that’s personalized to their needs. Here in the Facebook messenger, you create a channel to approach you, ask questions, and seek assistance.

Customer support can be provided online rather than offline for the sake of customers’ convenience.

Say the customer has a minor question about the product use, which can be addressed by giving simple instructions via texts rather than him coming all the way to the store to seek an answer.

Facebook Messenger opens your business to your customers such that they obtain relevant information from you when necessary. This increases your credibility, no doubt.

5. Effective advertising

As we all know, Facebook specializes in displaying ads in favor of users’ personal preferences. It just has an immense database learning what posts may intrigue the users.

With Facebook marketing, it’s likely that your ads will be delivered to your targeted group to achieve the marketing effects.

6. Drive organic traffic to your website

The ultimate goal of doing digital marketing is to increase online visibility and improve your site’s ranking, right? Never should we miss out on an important source that attracts traffic to your website — Facebook.

When you’re managing your Facebook page in a way that personalizes users’ interests and attracts a social following, they are likely to browse through your Facebook page — out of curiosity. This, of course, increases the possibility of them landing on your website and opens up more profitable business opportunities.

No doubt, It is no doubt that Facebook marketing is a smart solution to increasing your website’s traffic.

How to set up a Facebook business page?

All things considered, there isn’t any reason why you shouldn’t set up a Facebook business page to grow your business.

Here’s our simple step-by-step guide to help you create a business page:

  1. Login to your Facebook account and navigate to Pages in the left sidebar menu.

  2. Select Create New Page in the menu on the left.

  3. Fill out your page name, category, and description. You can preview your page on the right.

Facebook Business Page Screenshot
  1. Scroll to the bottom and click Create Page.

  2. On the left, click to add any profile picture or cover photo, and then click Save.

  3. If you want to link your page to WhatsApp, enter your phone number and select Send Code in the following pop-up window. If you don’t want to do so, close the pop-up.

  4. Now, your Facebook page is ready. Feel free to customize it!

What are the Facebook marketing tools?

I don’t think anyone here is unfamiliar with the Facebook newsfeed. Simply click open your Facebook app and you’ll see a constantly updating list of content.

As you may have noticed, there are five post types — text, link, image, video and stories. Let’s take a close look at them!

1. Post Types

Texts are the most fundamental news feed.

Language is a powerful tool to communicate and capture your customers’ emotional responses. If you can harness the power of texts, you may succeed in building an influential brand image.

After all, we human beings are attracted to great visuals. Texts alone fail to attract our visual attention fully, however powerful they’re. That’s when multimedia newsfeed comes into play.

Never should we overlook the importance of a post link. It gets people to dig into stuff that interests them and enriches the content you deliver. When a link is attached together with texts, users are inclined to click into it.

Image and video posts are no stranger to you. As previously mentioned, they appeal to us as visual beings. According to a blog post on content marketing by Search Engine Journal, adding rich visuals such as images, graphics and videos enhance user experience.

Stories are another way of sharing visual content on Facebook. It’s the latest post type feature that allows you to share images and videos that disappear after 24 hours. The stories will appear at the top of your newsfeed.

2. Facebook Ads

While more and more enterprises run marketing campaigns on Facebook business pages, they make it harder for your content to reach your target audience. Facebook ads, therefore, may be a smart solution to this.

Spending money on advertising may be daunting, but it is worth it.

Think about that: with more than six million companies advertising on Facebook worldwide, how can you stand out from them to promote your products and services?

By joining Facebook ads, you can specify your target audience according to demographics, interests, behavior, and so on. Nobody will want their marketing efforts to be in vain, right?

3. Facebook Messenger

Social media marketing is no longer a one-way street. Customers have been more responsive to marketing messages.

When any interesting content on Facebook triggers them, they are keen to know more about the products and services and eventually approach Messenger.

Indeed, what they’re looking for are personalized communications and customer support. Messenger allows you to engage with your customers and build a good relationship with them. If you want to manage your ads and Facebook Business at ease, check out our Facebook Business Manager Guru Guide!

4. Facebook Group

One of the goals of Facebook marketing is to attract a huge following online. It’s more or less the same as building an online community — which can be done by starting a Facebook Group.

When billions of users are browsing on Facebook, why not connect them together to let your flow of information converge on this community?

Creating a Facebook Group is just as easy as clicking Create Group on the page. Upon starting the group, you can share relevant content to keep your members engaged and grow your group in the long run.

The group can be a rich gold mine for customers’ insights since the community consists of people interested in the topics related to your products, people often ask questions from which you can understand the customers’ pain points better.

5. Facebook Insights

When you invest much time and effort in Facebook marketing, you’ll want to know how everything’s going, right?

Facebook Insights is an analytics dashboard showing your page performance against several key metrics, including — page views, reach, impressions, post clicks, reactions, comments, shares, and many more.

You can easily track user behavior and post performance on your Facebook business page. These insights pinpoint recommendations that help grow your page as well.

Six steps to creating an effective Facebook marketing strategy

  1. Set goals for marketing

  2. Specify your target audience

  3. Pick post types and schedule Facebook posts

  4. Use Facebook Ads to boost posts

  5. Deploy Facebook tools

  6. Evaluate the effectiveness

How much does Facebook marketing cost?

Basically, all tools are free, except for ads which will be discussed in the next article.

Here’s a quick breakdown of Facebook Ads costs in 2021:

  • The average Facebook CPC regarding industries and campaign objects is $0.97

  • The average Facebook CPM regarding industries and campaign objects is $11.54

  • The average Facebook CPE regarding industries and campaign objects is $0.11

How does the Facebook algorithm affect your marketing strategy?

The success of your Facebook marketing campaigns depends on the Facebook algorithm. So what’s the Facebook algorithm?

The Facebook algorithm determines the content that shows up to the users when they login to the page. It connects them to the content they’re interested to read such that they’ll spend more time on Facebook. Better user experience is developed as a result.

The key to beating the Facebook algorithm is your content, which needs to be as engaging and authentic as much as possible.

Facebook prioritizes posts from family and friends over public content. To get your posts to appear at the top of the newsfeed, you should create engaging content that informs and engages users. For instance, amusing videos or posts related to celebrities that are of users’ interests stand out from other content.

Not only should the advertising content be intriguing, but it should also hold a level of authenticity and accuracy. Facebook algorithm is excellent at detecting spam, click baits, and any misleading data.

Six common Facebook marketing mistakes to avoid

1. Overlooking video as a valuable marketing strategy

Thousands of pieces of content are popping up on Facebook every day.

How frequently do you stop to absorb the content while you’re scrolling the newsfeed page quickly? You can see how competitive it is to rank your content on Facebook right off the bat.

To top it all off, a gradual decrease in interactions has been observed in certain post types, such as images and links. Surprisingly, videos have shown a ten percent increase in engagement. If so, why don’t you make full use of video posts? 

2. Post during bad times

To ensure that your content reaches your target audience, you need to understand user behavior, for example, the highest traffic times on Facebook.

If you pick the right time to publish your post, you’re increasing the likelihood that the users will have your content in their newsfeed.

3. Post with shortened URLs

As social media marketing is a trend, most businesses don’t use only one platform to carry out their marketing campaigns. Instead, they’re using several tools which are often managed on one single platform.

These tools, however, may shorten your link URLs to fulfill the character constraint requirement. Nevertheless, a full-length URL receives a triple number of clicks than a shortened URL does.

4. Test out too many strategies at once

It’s understandable that most of you can’t wait to see the outcomes after weeks of hard work in content marketing. You may test various kinds of Facebook Ads with your target audience. However, marketing takes time.

If you test many things at once, you make it difficult to identify which ad variables correlate with higher views and continue working on it in the future.

5. Post lengthy updates

This is pretty self-explanatory. Nobody stays attentive enough to read through any length update when they’re scrolling through Facebook.

The chances are that the users are likely to skip your lengthy posts.

6. Overlooking Facebook DMs

Your potential customers might send you direct messages. When your business is thriving, there might be an unexpected influx of direct messages in your inbox. Make sure all conversations are in good hands. You should leverage a good social CRM system to organize all the conversations. Here come SleekFlow omnichannel solutions. Once you have effectively managed all the conversations, marketing automation such as chatbot, autoreply can be leveraged to upgrade the customer experience.

Remember. Every business starts with a conversation. Never miss any one of them!

To study further on Facebook Messenger, read this blog to find out all you need to know about Facebook Messenger.

How to measure the success of Facebook campaigns?

Speaking of measuring success, it’s a must to have goals against which you can measure the outcomes. So, first thing first, you need to define goals for your Facebook marketing campaigns.

As mentioned before, consistent monitoring is indispensable, and Facebook Insights is an amazing tool to monitor your page performance and hence your marketing campaigns.

Here’s a breakdown of the key metrics which you ought to track to measure the success of your campaigns:

  • Engagement

  • Reach

  • Impressions

  • Referral traffic

  • Page likes and follows

  • Video retention

  • Video engagement

  • CTR

  • CPC and CPM

  • CPA

  • Ad frequency

You should track the corresponding metrics from time to time and create reports to collect data, which provide you with actionable insights as to how you should tweak your campaign goals.

More from SleekFlow

SleekFlow is going to launch a marketing Facebook growth tool, stay tuned!

Don’t know where to start? WhatsApp our team of experts.  

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