User behaviour is ever changing and Facebook is constantly evolving with passage of time. What Facebook used to be six years ago is not what is it today. This is the same with the users and customers as well. Social media managers and social media marketers need to regularly find the newer ways to attract the new customers and retaining the older ones. With the Facebook being the top social media channel that businesses use to market their business products, it is important to be aware of the Facebook marketing problems that you may face and how you can fix them –
. No Facebook Marketing Plan
A working plan is the starting point for any kind of marketing, whether it be online, offline or on different social media platforms. Having a Facebook marketing plan ensures you that can give your business brand the opportunity to showcase its products to the right audience. It also helps you to define the objectives or goals you wish to achieve through different marketing plan on Facebook. If you are to compete with over 80 million of businesses on Facebook then you need to have a solid marketing plan. The two things you need to come up with the Facebook marketing plan are –
Creating Customer Personas
It is important to know to whom you are selling the products – the people you created your brand and products for, the people who will be interested in and purchase them. To achieve this, you need to get into the specifics of what your ideal customer likes, what their income should be if you were to talk to them about your business products, their demographics etc.
Facebook Marketing Goals
The next step in the marketing plan is to chart out the goals you want to achieve through Facebook marketing. These Facebook marketing goals helps you to design the different activities around your Facebook campaigns and to help you focus on your marketing efforts around your target audience. Some of the common Facebook marketing objectives are –
. Build the blog subscriber list
. Improves the blog readership
. Increases the sales qualified leads
. Helps to create the brand awareness
. Drives the traffic to your website
. Helps you to grow the Facebook followers
. Helps in tracking and provide customer support
Once you have these two things are in place, it gets easy to create a content plan, promotion strategies etc. regarding your Facebook Marketing.
. No Content Strategy
No matter what kind of Ads format you choose, content is very important for the Facebook marketing. It can be the text-based, visual or audio but it needs to be there. More importantly, your content needs to be in a line with your brand values and your Facebook marketing goals. All in all, Facebook marketing without any content is insufficient as it is not enough to sell your product on Facebook, you need to sell an experience.
To start with this, you will want to know what kind of content works for your business brand. Facebook Insights will help you with detailed analytics on what kind of posts work best for your business brand and how the people are responding to them. Alternatively, you can use a different social media reporting software to help you with that data.
So, it is advisable to have the content planned for at least 10-12 weeks in advance. You can create a Facebook content calendar that details you all about the content that you will be publishing on your Facebook page. In order to save time, you can invest in a social media publishing software that will allow you to schedule the content well in advance. This will also help you in solving the problem of figuring out the optimal times to post your Facebook content. Most of this software comes with an inbuilt analytics feature that you can use to track how your posts are performing on the Facebook and various other social media platforms.
. Not generating the traffic and leads
With Facebook’s algorithm changing ever so often, marketers find it difficult to create the sufficient demand for the content they are producing. The nature of user behaviour may also be a major cause for this.
Though the marketers spend a considerable amount of time in creating the high-quality content, the leads do not convert. This could be due to the Facebook heading towards laying importance on paid Ad content. It could also be due to the inappropriate crafted for your targeted audience. In order to overcome this you need to work on these things –
Improving Click-Through Rate
Organic content is not in vogue right now, particularly on the Facebook platform. This means you need to spend more money on the paid Ads. Some of the points you need to remember when creating the Facebook ads are –
. Choose the right Ad type for your niche
. Keep it simple and straightforward
. Ideal headline length should be 4 words and description should be 15 words
. Use visual content such as images
. Try to use Facebook Live and boost the content
. A/B content regularly
Getting Your Content Mix Right
As mentioned earlier, you need to know what type of the content will work best for your target audience. This does not mean choosing between the text-based and visual content. You also need to know what kind of social media posts your audience will enjoy and engage with. Does your target audience foresee informative blog posts, video tutorials, imperative social customer support or promotional content?
Using a Dedicated Landing Page
This is an important way to secure the leads for your brands. You need to have a landing page up when you are running the Ads on Facebook. You can drive all of your traffic from the Ads to this landing page. From there you can start nurturing your social media leads for good conversions. You can explore this combination by using one of the listed methods –
. Email-gated content
Using the Facebook targeting options
You also need to avoid shooting in the dark and expecting people to show up on your website as this is waste of time and money. With Facebook detailed targeting options you can reach to your brand’s niche audience. You can target and reach to your customers on Facebook in three ways –
. Core Audience
This type of audience is where you have to manually look through filters that the Facebook offers and select the ones that match your customer personas. These filters may include the demographics, location, interests, behaviour and connections. You can broaden or narrow it as much as you want so as to meet your marketing goals.
. Custom Audience
These are the people you already know outside the Facebook and whom you wish to connect with through Facebook. This option helps you in strengthening the relationship ties with the customers as they may help you to get quicker sales. You can target these peoples on Facebook in multiple ways. Once you have created a custom audience on Facebook, you can set up the Ads to be shown only to them.
. Lookalike Audience
This option helps you to bolster your target audience without deviating too much from the customer eccentric you have created for your business brand. These are people who are similar to your niche audience and who show a promise of becoming a lead or making a purchase.
. No ROI on Facebook Marketing campaigns
Now that you have run a few paid Ad campaigns on Facebook, the next logical thing you need to determine is how to measure the Facebook Ads and their Return on Investment (i.e. ROI). This has been quite confront not because it involves a lot of numbers and data but due to the lack of endowing interaction between the marketing and sales.
Facebook ROI is not measured just by the number of likes or shares your Facebook posts get. Facebook does a great job in providing the detailed analytics and reports on how each of your Ads campaigns is performing and based on the campaign goals you have set. Here are some of the top types of insights you can expect to see on the Facebook and make use of –
This gives you the information about the people who follow your brand on Facebook and the custom audience that has connected with you outside the Facebook. You will get to know about their demographics, their lifestyle, interests etc. With this information, you can create the content that resonates with the audience and avoid the guesswork that comes with marketing.
Like audience insights is for checking the impact for the organic content, Adverts reports gives you the information of how your Ads are doing on Facebook. This may help you to understand the kind of impact your brand has on its followers and customers. Using this information you can improve your Facebook marketing tactics. You can also check if you are targeting with the right audience using your Ads as well as monitor the results of your Ads campaigns. Verify if your Ads are gimme optimum derive or you might just have to visit the drawing board again.
As mentioned earlier, A/B testing is one of the key aspects of Facebook marketing. You need to constantly test which type of the content and creative works for which type of audience demographics. This may help you to focus on the better-performing ones resulting in better ROI. Facebook has come a long way in creating one of the best social media marketing platforms for the businesses.
So, these are the top four and common challenges that most of the organizations and businesses face when marketing on Facebook.