As Facebook is a social network with a great impact on people’s daily lives, it constitutes an ideal platform through which companies share valuable content for their customers. If we want to start from the importance of Facebook in digital marketing, as a justification to avoid errors in it, it is also necessary to highlight with greater specificity, its importance in inbound marketing. In other words, understanding the role that social networks and especially Facebook have in the inbound methodology, it becomes a priority to know what to do and what not to do in it, taking into account 7 common mistakes on Facebook that we will see in this article.
Without a doubt, this social network has become such a great authority that practically people surf the Internet, most of them do so to make use of it and it takes up 40% of their time, therefore, knowing what errors should be prevented on Facebook will help you more easily connect your brand with that entire audience. So the invitation is for you to continue reading and learn 7 common mistakes on Facebook that many companies make and do not realize. It should be noted that starting with the mistakes can help you know the successes.
1. Not creating a company page for your brand
The first common mistake on Facebook is not knowing how to differentiate a personal profile from a company page or fanpage. This is a mistake that many companies make. When your brand is positioned through a business page, Facebook automatically gives you statistics about your growth, reminds you to make a recurring post and how many new people have started following you. With a personal profile, you cannot count on these tools, nor could you promote your publications with Facebook Ads
In this sense, it is a very common mistake to create a personal profile and not a company profile. However, with this, you can easily create a page and manage it from your account that you usually use to access your profile. In fact, Facebook gives you the opportunity to manage multiple business profiles through a single personal page.
2. Excessive use of HasTags
On any social network, not just Facebook, excessive use of hashtags is a very common mistake. Both in the text and at the end of each of them. The idea of using tags in your posts is to highlight important elements within the image. It is not necessary that you label every aspect within it, not only because it can be visually saturating, but it can also attract the wrong audience to your brand.
In addition, hashtags on Facebook do not have the same prominence as on social networks such as Instagram and Twitter. Although it is used and serves to find particular content on Facebook, these are not essential to achieve positioning on the network. On Facebook, using between 2-6 hashtags is a good number to identify some content and however, you will realize that not all the publications you make will need to have hashtags.
3. Make a publication at low audience times
Knowing what times your community of followers connects most regularly is key to making good use of this social network. Publishing content outside that time range is a very common mistake that companies make, that is, they are not developing correct planning for their content marketing strategy. If your audience is located in different parts of the world, which means can happen, it is best to schedule your posts at times that may be common or plan posts that have different times to get that well-deserved reach.
If your publication does not receive the number of likes, comments or shares that you expect, the time in which you do it may affect it. Although there are many statistics and studies on the Internet that affirm which hours are the most frequent according to the analysis of Facebook users, no one has an exact formula for when to post content on Facebook because it is all about trial and error. As you execute your strategies, the results will tell you which are the best times to publish, audience schedules can vary greatly and this way you will avoid making this big mistake.
4. Not knowing your buyer personas
Let’s start by remembering that a buyer persona is a semi-fictional profile that companies build to bring together in one place all the important characteristics of their ideal buyers. In this profile, the objective is to bring together the age, job, aspirations, motivations, needs, fears and realities in which the ideal consumer lives. In this sense, one of the most common mistakes on Facebook is publishing content, whether textual or audiovisual, that does not take these qualities and characteristics into consideration. In order for your content to reach your correct audience, it is important to analyze the latter carefully and highlight each of its quantitative and qualitative variables.
5. Ignore comments on your posts
Although within our count it is positioned as number five, this common mistake is one of the most serious that companies can make, especially if their goals include incorporating an inbound methodology focused on the needs of their followers. Precisely because it would break that cycle of keeping the customer satisfied through quality customer service. In this way, it becomes a vital and priority element to respond to the comments, questions, concerns and opinions of your followers. Try to do it in a personalized way to create solid and lasting relationships that, in the long term, motivate you to generate purchases.
6. Not keeping track of your stats
How do you know that you are achieving the objectives of your marketing plan if you do not track your statistics? As we already mentioned in the first item, the option to create a Facebook business profile automatically gives you important data and graphics to consider. Your job will be to interpret that data and evaluate which are the most suitable strategies to make it grow or track your performance. It is important to highlight that in any digital marketing strategy, measurement plays a transcendental role. For that reason, not tracking Facebook statistics is a common mistake that brands make, despite having the tool that provides them with that data.
7. Make many publications in the same day
The publications have a reach and positioning range of approximately six hours, meaning they can navigate through your followers’ timelines during that time. If you post every one or two hours, you are making the serious mistake of not letting your posts breathe and achieve the impact they deserve. A second publication made after the first is taking away the importance of the previous one and thus, is a constant loss of energy, time and teamwork.
This is a common mistake among companies because they assume that the key is quantity and not quality. Publishing all the graphic material that you have created, whether to promote a campaign, build your brand or offer a product and/or services, on the same day prevents your content strategy from relating to your audience in a gradual and constant manner. This bad practice is known as content cannibalism, it is called this way because the contents compete with each other and are not given enough time to stand out individually.
Avoiding these common mistakes on Facebook is a first step to effectively carry out your inbound marketing strategies, which include: promoting valuable content, having an exclusive focus on the needs of your consumers, quality customer service, and educating above selling, among others. In this way, Facebook is one of the most suitable platforms to carry out all these actions and enrich your digital presence in one of the social networks with the greatest reach today.
