While Facebook advertising can provide good exposure for your business, there are some serious mistakes one can make that will turn this lucrative channel into a dud. This advertising channel is not the same as traditional ones and should be approached in a completely different manner. If your advertising campaign isn’t living up to your expectations, then make sure you aren’t making these common mistakes.
1. Opening a Personal Page Instead of an Advertising One
Facebook has different types of pages for personal, business, and advertising use. A Facebook advertising page will allow your advertisement to show up on peoples’ Facebook pages based upon its popularity. Make sure to educate yourself on the differences between these types of pages and then use them appropriately in order to have the most positive impact on your business.
2. Ignoring the Word of Mouth Marketing Aspect of Business Pages
All too often people try to use their business page as an advertising platform that ends up receiving little attention from the Facebook community. Instead of posting notices about your business, use this page as a type of microblog. Regularly update it with pertinent information about your business in order to get people discussing you. This will help you out much more in the long run.
3. Not Adjusting Your Logo to Display Properly
The profile picture as displayed on Facebook is a thumbnail image of the original photo. If you use a full-scale image, most of your logo will get cut-off. The last thing you want to do is appear technically incompetent to the internet generation, which will greatly impact the time people spend on your page. Luckily, there is an easy fix for this, simply reduce the size of your logo and surround it with a large white border.
4. Not Abiding by Facebook Advertising Rules
Although it should be obvious that you need to follow the rules, if you’re rushing to get the advertisement out or hiring a third party to do the advertising for you, then you need to be aware that there are restrictions on how Facebook will allow you to advertise. A common mistake people make is not following the image rules. For example, you can’t include anything in your Facebook advertising image that resembles a link, Facebook will reject it.
5. Not Using Facebook Analytics to Track ROI
Facebook includes several models of paid advertisement and built in analytics for tracking your results. Although you can find plenty of information about which model provides the best ROI, it is often best to test it for yourself. Not all business models work the same, and what works for one business may not work for yours. Either way, if you’re not aware of this service then make sure to take the time to acquaint yourself with it.
6. Failing to Target a Specific Demographic
The real power behind Facebook advertising is the ability to reach a very specific market demographic. A successful advertising campaign will be as focused as possible. Make sure you are using Facebook analytics to verify you are reaching your target audience.