5 Deadly Mistakes Made by Facebook Marketers and How You Can Avoid Them

Facebook marketing is really changing the game for small and big businesses alike.

With over a 1.5 billion users on it, Facebook’s ability to gather data from the information provided by its users and then use this data for running targeted ads has easily surpassed the capability of any other advertising platform.

Gone are the days when advertising was a luxury of the big players only.

Now, not just small businesses, but even solopreneurs can easily advertise their services, given the low cost and targeting capabilities.

But as with everything, it has its own pitfalls, which a lot of beginner marketers and entrepreneurs fall into.

Here are the five most common errors that you should avoid when marketing on Facebook.

 

Mistake #1 – Using Page Promotion Ads

Ever see those shiny blue buttons that Facebook so prominently displays around your page asking you to “promote” it so you can get likes? See the image below:

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That innocent looking button represents the biggest pitfall that a marketer can get into.

Why?

Because……hold your breath……….LIKES DON’T MATTER!

I want you to repeat that out loud. Yes, really do it…LIKES DON’T MATTER.

I know this is contrary to whatever you’ve heard till now so let me get into some details regarding this so you can completely understand the point.

What you have to understand is that most people who start a Facebook page think that the more likes they have, the more the amount of people that will see their posts.

That’s not true.

Here’s how, in a very simple to understand manner, a Facebook page (and almost all of Facebook) works.

Let’s say a page has 1000 likes.

Now the assumption is that if it has 1000 likes, if a status update or a photo or anything else is posted on this page, it will go to all 1000 people who have liked the page.

It can but more often than not it WON’T.

Whenever you post something, Facebook quickly shows it to only a certain portion of your likes to see how they are reacting to it.

If that test audience reacts and engages with the post, then it shows it to more people.

And that’s not all.

It’s more likely to show your posts to people who consistently like, share, comment or click on your posts.

If someone doesn’t, then Facebook will consider you to be unimportant to them (hurts, doesn’t it?), and not show your posts to them frequently or not at all.

To cut a long story short, in most cases your actual REACH is way lower than your LIKES.

But the problem is that most people PAY for those likes, so it’s an investment that may not bear fruit at all.

For instance, let’s take an example of a post from one of my own Facebook pages:

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Now, at the time of writing this e-book, this page has 7,513 likes.

But if you see the number below the post, it’s showing that the post has reached only 2566 people.

What about the rest of the people who had liked my page?

Well, they will live their whole life never knowing about this post (sob sob).

And if I do want to increase the reach, then I have use the button on the right (Boost Post) and pay Facebook to artificially increase the reach of my page.

So what are you supposed to do?

The first thing to be aware from all this is that you should not just post anything. Always try to post content that your fans will value and like. That way, it’s more likely to reach a higher percentage of your likes since it will get engagement. More the engagement on a post, more its reach.

But the problem with the above approach is that it’s not that easily applicable to slightly ‘boring’ types of businesses.

It’s much easier for pages that are based on topics like entertainment/travel/music/photography etc. since the content in these industries tends to be “liked” more.

But what about a dentist, or a real estate company, or any other business that may find it tough to continually come up awesome stuff?

Isn’t it unfair to them?

You bet it is.

And that’s exactly why you should let your likes grow naturally. Those kind of likes are the best because the like came to you rather than the other way round.

In fact, when you run other types of more meaningful ads (which you should), like ads that redirect customers from Facebook to your website, where you are selling something, you anyway get some likes as many people click on your page’s name above the ad and end up liking your page.

But bottom line is that don’t worry too much about likes.

On my own page, (www.facebook.com/kushsharmatrainer), I sold almost 50 seats to a Facebook marketing workshop when I only had around 60 odd likes on my page.

When you run and invest in the right type of ads, you get a chance to make a return on investment as those ads give you chance to make a sales pitch.

With a page promotion ad, your only return is a like. And as we’ve seen before, that may not be such a smart investment.

Mistake #2 – Doing Everything for Free on Facebook

As explained in the last point, your natural reach is limited.

So if you want to reach out to more people, either you pay Facebook or you do things for free.

While free sounds good, it usually isn’t in the long run.

Let’s say free promoting will involve the following tasks:

  • Joining relevant Facebook groups and posting
  • Commenting on relevant Facebook pages
  • Asking friends to share your posts

While there’s nothing wrong with these strategies, the problem is that they are very time consuming and often don’t yield desirable results.

So even if you don’t lose money, you lose time, which is equally valuable.

Facebook ads, on the other hand, make things very quick and efficient.

So learning how ads work should be a priority.

You should learn about the different types of ads and become very familiar with them.

Mistake #3 – Not Having a Website

Many beginners believe that only a Facebook page is enough.

That’s not true.

You definitely need a website.

The most important type of ads in Facebook are the ones where you can redirect the user from Facebook to your website.

Because these ads help you sell things.

For instance, when I run ads for my photography workshops, people see those ads, click on them, come to my website where I tell them about the workshop and the registration process and then they buy the ticket to the workshop.

You can use these ads for any objective, like getting people to sign up for your newsletter, reading your blog post, etc.

Mistake #4 – Not Installing the Facebook Pixel on Your Website to Split Test Your Ads

Another mistake made by beginners is that when they run ads, they don’t have a Facebook pixel installed on their website. And what they do is that they put in all the information of their target audience in one ad.

For instance, let’s say you run an e-commerce store where you sell nutritional supplements.

Now when you create an ad, it’s better to create separate ads for different aspects of an ad.

Let’s say you want to target people living in the metros, like Delhi, Mumbai, Pune, Bangalore and Kolkata.

Instead of creating one ad with all the locations, make separate ads for each location and let the pixel track the conversions.

So you’ll be able to see which city is performing better and therefore put more money into the ads for that particular city.

This tracking won’t be possible if you don’t have a Facebook pixel installed on your website.

Same thing goes with interests.

Suppose you have the following interests in mind:

  • Health and fitness
  • Nutrition
  • Names of popular fitness gurus
  • Names of brands of nutritional supplements
  • Dieting

Now again it’ll be better to run different ads for different interests to see which ad gets you the highest conversions.

The more different the interests are from one another, the more the need to create separate ads.

Split testing can also be done at ad level, where instead of just using one image for the ad, you can use two to three images and see which one works the best.

Basically, what you are doing is that you are finding a winning ad which keeps your costs low and conversions high.

That way, you make more money and your costs stay low.

Advanced marketers even split test age groups, gender and other key demographics.

Of course, split testing is something that should not only stop at Facebook ads, but should also be done for your landing pages and different objectives that you are running the ad for.

For example, if you are running ads to generate leads, you can split test different offers to see which convert more.

Let’s say, one offer you give is a discount coupon code in exchange for the user’s email address and another offer is a free e-book that you give in exchange for the e-mail address.

You can split test both the offers to see which converts better for you.

Mistake #5 – Not Understanding Facebook Ads Analytics

So from the previous points, one thing is clear – That you need to learn how Facebook ads work.

And in order to do so and make sure Facebook doesn’t take you for a ride, you need to understand what different metrics mean.

And for this you have to get familiar with the ads dashboard, which is shown below:

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You should definitely familiarise yourself with three terms:

  • Reach –This represents the number of people that see your ad
  • CTR (Click through ratio) – The ratio of how many people, out of the ones who saw your ad, clicked on it.
  • CPC (Cost per click) – The amount you pay to Facebook every time someone clicks on your ad.

Generally speaking, the higher the CTR, i.e, if more people click on your ad, the CPC goes down and your ad tends to become cheaper.

This is because higher number of clicks shows Facebook that your ad is relevant to the target audience that you have chosen.

And Facebook loves relevant ads on its platform.

So it rewards you by decreasing your costs.

 

Conclusion

As you can judge by now, Facebook marketing isn’t as straightforward as many people think.

But that’s actually a good thing.

Why?

Because it actually reduces your competition.

If you know how to do things the right way, you’ll be getting things done in a more efficient manner with higher number of sales at lesser costs and that will make using Facebook a sustainable strategy for you.

Most people who go into using Facebook ads get scared when they see Facebook deducting large amounts of money per click but that’s only because they haven’t put in the required effort to dig deeper into how the whole system works.

I can guarantee you that if you do, you’ll never want to advertise anywhere else except on Facebook.

But to learn all this on your own can be a bit intimidating.

Hence, I want to point you to an amazing resource for learning Facebook advertising, which is called Facebook Advertising Secrets by Andrea Vahl.

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It’s an amazing course that is a step-by-step system for learning and mastering Facebook advertising.

As you have already learned in this article, a Facebook marketer really has to learn how Facebook ads works and get very good at them to really succeed.

The knowledge of running Facebook ads the right way has enabled me to quit my day job and run a photography business that I absolutely love.

Facebook ads have the power to change your life, provided you know how to use them.

That’s why I am recommending you Facebook Advertising Secrets by Andrea Vahl.

Andrea Vahl is a very popular social media guru, who is known for simple and effective teaching style.

I would really recommend you to take this course because learning Facebook advertising on your own can be a bit frustrating because there are so many parameters to think of.

Andrea’s course will help you cut out mistakes right from the word go and you would save months and probably years of time that would have otherwise gone in learning on your own.

And why do I say this?

It’s because I am self-taught, so I know how long it took me to get good at Facebook advertising.

If I had a resource like Andrea’s course, my journey would have been way faster and much more enjoyable.

In addition to all of that, let’s not forget that unlike other skills, Facebook advertising relates to putting in our hard earned money.

So it’s essential that we learn it the right way.

 

I hope you enjoyed this article and wish you all the success in your endeavours.

Cheers!

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