1) It’s All About The $ (Sales)
Effective Facebook marketing can absolutely bring in a bunch of sales for your business, but if that was the only benefit or way to measure success, it’d be called Facebook sales.
Depending on what your overall business goals are, Facebook marketing can help you…
- Build and maintain customer relationships,
- Raise brand awareness,
- Find more customers,
- Form business partnerships,
- Create a brand personality (think Wendy’s on Twitter),
- And more!
2) You Can’t Track Success
Actually, you can. That’s what analytics are for. The real problem is knowing what metrics to look at and understand what they’re telling you.
3) Facebook Ads Are Too Expensive
Only if you’re not paying attention. (Which, let’s be honest, it’s really easy to prioritize literally anything else over monitoring Facebook ad campaigns. It’s not exactly the most exciting thing in the world.)
If you’re having trouble with Facebook ads being too expensive, try setting budgets in the system and start low. You can always raise them later if you want.
4) The Best Person To Run Your Facebook Page Is The Person Who Loves Facebook The Most
First, Facebook is a very distracting website. So putting someone in charge of your page who already spends too much time on it is likely to end with a lot of wasted time.
Second, just because someone loves something, doesn’t mean they’re good at it. If loving something was all it took to become a pro, you’d be watching me on the WPGA.
The best person to take charge of your Facebook page is the person who most loves your business not the marketing platform. They'll know the most about your business and understand what best to post and advertise to help the business succeed.
5) When You’re Struggling, Cut The Budget
If you’re struggling with your Facebook marketing, cutting the budget is only going to make you struggle more. It’s extremely hard to accomplish anything on Facebook without a budget.
Instead, try shifting the focus. If you’ve been running image ads, try out video ads. If you’ve been targeting men aged 40-50, try targeting men aged 30-40. Just make sure you know why you’re switching. You can’t just pick something at random and expect it to work.
6) It’s Best To Reach As Many People As Possible
This mindset is why Facebook ads can get so expensive. Reaching as many people as possible means you’re also reaching out to people who may not need your service or products right now (if ever).
You want to hone in on the people most likely to buy from you or use your services.
7) Hyper-Focus Your Ads On The Smallest Audience
This is swinging to the other extreme of the above point.
I know I’ve stressed the importance of targeted advertising before, but you don’t want to get too hyper-focused on a small group of people. This can also be why your ads start to cost too much. There are so few people in this audience that every click is ridiculously expensive.
8) Get ALL OF THE PAGE LIKES!
Page likes are probably the vainest of vanity metrics ever. (Think Regina George from Mean Girls level of vanity.) They don’t really do anything for your business. You can’t pay the bills with likes. And just because someone liked your page doesn’t mean they’re going to see your posts.
9) Always Target Friends Of Fans
Just because someone likes your business and needs your products or services, doesn’t mean their friends are the same. This is especially true in the automotive industry since service and products needs are random. (Most people aren’t shopping for auto mechanics on the off chance that their engine gives out. They usually wait until it happens.)
For example, let’s say I just purchased a car two years ago. But, one of my Facebook friends is looking to buy now, finds a dealership they really like, and become fans of the brand.
If the fictional dealership decides to target friends of fans, they’d be wasting their money on me and a lot of other people who are nowhere near ready to buy another vehicle. This isn’t the kind of product you purchase frequently (unless you’re Jay Leno).