Top 6 Facebook Marketing Mistakes You’re Probably Making

Anyone can create a Facebook business page. The real challenge is making it work for your business and avoiding the Facebook marketing mistakes that so many brands are routinely making.

More than 1 billion people use Facebook daily; that’s a lot of people who could potentially engage with your brand if you’re armed with a strategy.

According to a 2015 report, an incredible 66% of brands don’t have a Facebook strategy. That means two-thirds of brands are just muddling along with no idea of what they want to achieve on Facebook or how they’re going to achieve it. And there’s no guarantee the remaining third are avoiding the mistakes we’re noticing on a regular basis.

We all are; the opportunities are endless in terms of improving brand visibility. But the secret lies in doing it right. Most digital marketers simply post as many updates as possible in an attempt to get as many ‘Shares’ and ‘Likes’ they can.

No doubt Facebook is a great place for many marketers to promote their business, but you should know exactly how to use this platform to your benefit. This social platform is full of people, ready to connect with brands that they find most relevant to their preferences.

Facebook can take your business to the next level but it can also be the reason for your downfall.

1- Choosing the wrong right post type

Without basic training, lots of people post the wrong type of posts on Facebook. For example, Photo Posts are often published with links in the description. This reduces the reach of the post (Facebook penalizes hybrid posts) and encourages dead-end clicks, e.g. users clicking to enlarge an image rather than desired website link.

2. You’re focussed only on ‘Likes’

Yes, winning ‘Likes’ for your post is important; more likes means your message reaches more people; but your primary focus should be winning brand advocates and not just likes. These are people who like your post, share it with their networks and promote your brand for free.

Create an editorial calendar to post content strategically. The study of industry-specific engagement stats, by Buddy Media, shows the best days and time to post content and get more shares. Engagement rates for Facebook posts are highest (18 percent higher than other days) on Thursday and Friday, according to the Buddy Media research.

3. Targeting Non-Fans

It turns out when you target Facebook ads to fans, you get 700% more click-throughs, according to the data king Webtrends. Additional data from TGB Digital shows that ads targeted at fans increase actual conversions (not just click) by as much as 400%.

Yes, you need to build an audience first, and yes, increasing your fan engagement helps support any future conversion efforts. But ultimately, when you want to convert with Facebook ads, targeting fans is the way to go. The data does not lie.

When we think through this process, it makes complete sense. The more relevant an ad is to you specifically, the more likely you are to notice and act on it.

And we know most Facebook fans are existing customers or potential customers of a business. Ads targeted at existing customers and Facebook users already familiar with a business will clearly see a higher success rate.

4. Posting too many links

Lots of companies publish too many link posts or only posts that include a link. This conflicts with the desire of most Facebook users, who want to stay in-channel, and results in un-engaged fans and (ironically) low numbers of website clicks.

If you want web-clicks you should invest in Facebook advertising. By publishing fewer links, more ‘just for fun’ content, and encouraging in-channel engagement, you will maximize your returns.

5. Too many words

Write shorter posts (between 250 characters) and get 60 percent more shares. You can get even more likes if you slash down the word count to 80 characters or less.

facebook ads

You need to determine the frequency with which you should post your content. Posting too frequently or not often enough can both be harmful to you. Depending on your target audience, you need to identify how often they want to hear from you. It is also necessary that you stick to a pattern to maintain consistency.

If you are unable to post for some time, let your audience know you’ll be unavailable for that period of time. When you’re back, let them know you’re ready to go again. The audience will appreciate your efforts.

6. Erratic posting frequency

Most companies post 1-2 times per day on Facebook, 1-2 times on Instagram and perhaps 3-5 times on Twitter. A lot of Facebook pages are under-serviced in terms of the number of posts being published, which represents a missed opportunity. Other companies occasionally post too much, with perhaps 4-6 Facebook posts going out within 24 hours. This confuses fans, who like regularity, and attracts negative feedback (un-liking, hiding) on the over-posting days.

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3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.


1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.


Author: Jamie Murphy

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