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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