5 Reasons Why Your Facebook Marketing is a Bust (and What to Do About It)
The Facebook newsfeed algorithm has been highly inconvenient for marketers. It seems like there’s nothing you can do about it, right?
Yes, Facebook marketing has become a significant challenge for marketers, but it doesn’t mean you should abandon ship. It’s still the largest social media platform, and it still has great potential.
So, what can you do to beat the algorithm and get in front of your target audience and current fans?
First, you want to avoid these five Facebook no-nos, and I give you the ways you can do so.
Are you ready to turn your Facebook marketing from bust to success? Let’s dive in.
— — —
1) You’re using a profile instead of a page.
If you’re representing yourself as an individual in a professional manner, you might want to consider switching from a profile to a page.
- A Facebook page makes your presence more legitimate than a profile, especially once you’ve built your account over time.
- Pages have more business features than a profile, including analytics and scheduling.
- Using a page allows for more business-oriented activity, including a call-to-action button, which can help you achieve your marketing goals.
- A profile is meant to be for personal use and a page for professional branding.
- Using a Facebook profile as a business is against Facebook terms, and you can get penalized with account removal.
- If you’re already using your profile to represent your brand, you can convert it to a page easily.
Now that you know why, it’s time to act. When you start the process of creating a Facebook page, you’re on the way to better Facebook marketing.
Before we move on though, it’s important you take this one element into consideration: page reach. With a profile, you have more visibility in some ways than a Facebook page would.
Don’t let that stop you.
Yes, it’s true that organic page reach is terrible. Unfortunately, Facebook’s newsfeed algorithm is not in marketers’ favor. You would think that means you should stick with a profile, but don’t. There are still many key ways you can get your page activity seen, not only by your current fans but also those who haven’t “liked” yet.
The other mistakes I included in this article dive into how you can optimize your activity for engagement and reach. The mistakes might apply to your own Facebook marketing if you’re already using a page, not a profile.
Keep reading to discover what you can do to make your Facebook page more worthwhile.
2) You’re not engaging in real-time.
Facebook engagement is a must from your audience’s end because it’ll boost your reach. The more they engage with your content, the more reach you’ll get.
What some marketers don’t understand is that engagement goes both ways.
Pages need to engage with their fans directly, too. You don’t want to be just a wall or broadcast page. Don’t just respond either. Initiate when the opportunity arises.
These are some top and lesser-known engagement strategies you should implement in your Facebook marketing. Use them to your advantage.
Respond to comments on your posts. While you don’t want to feed the trolls, you do want to let commenters know you’re listening, even if their comment is negative. By responding to both the positive and negative, you’re showing your fans that you’re paying attention – and that you care about what they have to say.
Engage with those in your live video audience who are asking questions or otherwise commenting. Give shout-outs, when appropriate, to give your audience the spotlight. Respond while the video is live, but don’t stop once the video is over. Go through afterwards and answer people who might’ve gotten lost in your feed.
Don’t automate everything and leave it there. Monitor trends and hop onboard while it’s actually popular. You don’t want to do this when it’s off-brand or otherwise inappropriate, but trending topics can be a great engagement and exposure strategy. If all you’re doing is scheduling blog promotion, for example, you’re missing out on a great opportunity with high potential.
Allow people to post directly on your page. Don’t take this power away from your fans. Yes, Facebook gives you the option to prevent this feature. You also have the option to moderate and approve posts before they appear. It’s unnecessary and can hurt your engagement. Let these posts appear live, and respond to them promptly.
When your shared content involves another business or individual, properly tag them in your post. For example: I’m curating an article from Buffer. I’ll write “Source: Buffer” at the end of my post to give them a heads up. It also gives my fans access to Buffer’s own page for their reference. Also, when you’re collaborating with another page, that’s another time when tagging is a must.
I rarely see this, but it’s huge: comment on other pages’ posts as your page. This is a great way to get page exposure, and you’re able to share your opinions or thought leadership. The important part to remember is: Facebook automatically makes commenters the page admin’s profile account. You need to remember to switch it to your page itself before posting.
Another rare thing I see is when a page “likes” another page. This is very much overlooked and unknown because Facebook hides the option in a dropdown menu. To like a page as your page, follow these steps:
1) Go to the page home, and look for the “…” button.
2) Select that button, and choose the menu option that says “Like as Your Page.”
3) If you’re the admin for more than one page, select the one you want to like the page.
All pages you’ve “liked” will appear in your pages feed, which is a great place to look when you’re trying to comment on posts (mentioned earlier).
Those are the best ways to not only engage but also gain exposure for your brand. Give them a try, and implement the ones for the long term that you see results from. Some strategies will work for some but not all, so it’s important you measure every step of the way based on your Facebook marketing goal.
3) You haven’t optimized your page details.
Your page isn’t going to attract and retain an audience if you resist filling everything out. You have those sections available to you for a reason.
You need to have a clear strategy for how you’ll fill out each section in the best way possible.
If you don’t optimize your page with branding and targeted copy, you’ll lose out on building an engaging, loyal fan base.
These are just some of the best ways to turn your page from boring and empty to attractive and engaging:
Your About Tab
The sections in your about tab will depend on what your main page category is. If you’re a person rather than a business, you’ll have sections like “personal interests” that a business page won’t have. If you’re a business, you might see a map with your location and hours available.
Fill out every single section in your about tab. The only exceptions would be if a section doesn’t apply to your business. For example, my page asks for a menu, but I’m not a restaurant. I leave that option blank.
Include all your active contact information, including a phone number and email address. However, those contact details need to be monitored and reliable. If you’re using a generic email address, such as firstname.lastname@example.org, make sure someone is getting those emails and responding to them promptly.
Facebook allows you to include links in your about sections, and they become live when you add them. This is a great opportunity to bring traffic to your website. Add links to specific pages that can help you achieve a goal, such as conversions. Just make sure the link is relevant to the section. A subscribe link is a good example of what you can add when your page is based on a blog. Use a shortened link, such as a bit.ly link, to track click-throughs, or stick to the full url.
Make sure every section in your about tab follows an overall theme and end goal. Stick to one action you want your page visitors to take. If you add too many different calls-to-action and links, you’ll confuse your visitors and limit your success. My page follows a simple theme: attracting employers with the goal of employment. Your page might be a conversion theme, or you might want to focus on brand awareness. Find out your theme, and stick with it.
Your Call-to-Action Button
Your page has a button below your cover image that you can customize. You might want it to be contact-based with a link to call or email you. Or, you might want them to visit your website to learn more about something, such as a product. One thing you want to do when setting up your CTA button is to test it. Facebook gives you that option in the dropdown menu, and it’s a good idea to make sure your button does what it’s supposed to do.
When you’re deciding on a call-to-action, keep this in mind:
Your CTA needs to be the option that appeals to your audience’s preferences before focusing on your own convenience. Whichever option you choose should be the one they’re most likely to select.
Your Page Cover
Facebook allows pages to use either an image or short video clip (silent) as their cover visual. You’ll want to decide between those two options, making sure whichever you choose is fully optimized and high-quality.
Use an image that represents your brand and offerings. As a writer, my cover image is of a typewriter keyboard. For a business, consider creating something relevant to your products. You might want to be obvious with a clear photo of your products, or you might decide to be more abstract. Choose a visual that appeals to your audience and engages with them. A video clip is best for engagement.
Your cover image can include text, but don’t go overboard. Add a call-to-action to your cover that is strategically worded and placed. It might work best if you make the image CTA similar to your page’s CTA button. Choose the wording in your cover wisely, and be succinct.
Facebook allows businesses to get their page verified with a gray checkmark next to their name. People pages can get verified too. You’ll need to have a larger fanbase to see the option for verification in your settings, but once it’s there, go for it.
When you get verified with the blue or gray checkmark, your page appears more trustworthy and influential than otherwise. Your page visitors and current fans will consider you more legitimate. It’s definitely worthwhile to apply for that symbol.
4) You’re not adding variety to your content.
Facebook offers a vast number of content types for marketers to use. Unfortunately, you might not be adding this variety to your own page content.
If that’s the case, it’s time for a change.
The Facebook newsfeed algorithm rewards pages when their activity leads to high engagement from users. You’ll have an increased reach for more exposure when you get more engagement from fans.
So, how do you get this increased engagement on your content?
Answer: You publish the content types they want to see.
Let’s go over a few of the most engaging content types you’ll want to try…
This is probably the most popular Facebook feature for both pages and profiles. These live videos get a huge amount of engagement, which in turn increases your page reach. When you do live video correctly, your Facebook marketing gets a huge boost towards your end goal, whatever that might be.
These are some of the top tips for getting started with Facebook Live:
Have a strategy, but don’t waste time overthinking it. You don’t want to start live video without knowing your goals and processes. Going forward without a strategy can lead to chaos and disaster. On the other hand, don’t overthink or worry about every little detail. It’s a live feed meant entirely for interaction and value. It’s something that should come naturally and be genuine without over-preparation. Let it flow as if you’re doing it on the spot instead of trying to make it as close to a recorded video as possible.
Know what your theme and topics will be before getting started. It may be tempting to just hit the record button and go for it, but hold on. You need to know how live streaming will fit with your page as a whole. What topics can you cover that will support your page’s purpose? Make sure your live video strategy includes how you’ll stay on brand and focused. Only after you’ve set up a clear topic strategy should you start your feeds.
Be prepared to engage. Live feeds lead to quite a huge amount of interaction, depending on their subject matter. Are you ready to respond to it? You’ll see comments rolling in while you’re filming, so you’ll want to respond during your feed. If you’re a one-person team, answer questions you see in the comments out loud during your feed. If you have a team of people involved, have someone respond to comments in writing while you’re live. Even better, shine the spotlight on some of the comments that stand out by mentioning those users in your broadcast.
Always have a relevant call-to-action chosen in advance. Your audience won’t know what to do after your broadcast if you don’t give them clear instructions during it. Know what you’ll want them to do before you go live so that you can focus your broadcast around that theme. Use clear language, and make sure you’ve chosen a CTA that fits with your feed audience. If you spend 30 minutes talking about A, including a CTA about X will disrupt the video’s flow and hurt your engagement. Keep everything in sync to see more people follow through on your CTA.
Promote your live video like crazy. If you go live without telling anyone your plans, don’t be surprised by your lack of engagement. Tell your fans about your upcoming broadcast in advance, and feed into their FOMO (Fear Of Missing Out) triggers. Don’t wait to promote your video but rather share a preview and tell people what to expect. The more intriguing you can make it, the more attendance and engagement you’ll see.
Don’t forget to check Facebook’s website for FAQs. Have a question I don’t answer? Head over to Facebook’s FAQs page to get more information.
It wasn’t until recently that pages could link to their own groups. Now that they can, consider it an opportunity.
Groups are a great place to make members feel special. You can create offers that only group members receive, such as discounts or first-access opportunities. They aren’t the place for excessive self-promotion. Instead, create a group around a certain theme, such as an exclusive group for your customers.
You may wonder how a group can help your brand on Facebook. The simple answer is:
Facebook groups build brand engagement and advocates. Your members will be more likely to remember you, appreciate you, and buy from you.
Let’s go over a few best practices:
Pin an introductory post or video that tells group members the purpose of the group and explains the guidelines for how members should behave. At the end of your pinned content, make sure you add a creative call-to-action that gets people to engage. Asking for people to introduce themselves is a good start.
Post content regularly, and make sure it’s in a variety of formats. By posting regularly, you’ll keep your group members engaged and interested. When you add variety to your content, you keep members from getting bored or tuning out.
Set your group to “closed” so that it’s an invite-only system. You don’t want just anyone joining the group. By setting your group this way, you keep the membership relevant and targeted.
Now that you are aware of Facebook groups, it’s time to create one. These are a few resources that can help you build an engaging, successful group:
Another often-neglected Facebook feature is contests.
First, why should you start a Facebook contest? These are just a few of the key benefits for your brand:
- Improve brand awareness and page community
- Increase engagement with your page, which will then improve your organic reach
- Add more page fans and business leads
Facebook contests have great value when done correctly, so these guidelines are key:
Don’t start a contest until you know what you want to achieve from it. Set a goal for your contest and incorporate it into your social media strategy. If you run a contest without a goal, you won’t know what to measure or determine how it performed.
Know the contacts you want to see participate in your contest. Don’t let your contest audience grow too large. You want to have a targeted audience to engage. If you have multiple audience types you want to reach, customize the contest for each of them.
Determine the contest type that will best serve your strategy and goal. There are 15 contest types available. Choose the type that will help you achieve your established goal. Start with a type that will appeal to your target audience and build from there.
Create a prize that will attract and appeal to your target audience. If your prize is boring or low-value, your contest engagement rate will be disappointing. Make sure you choose a prize that will get the right people to participate.
Select a contest entry method that will best help you achieve your goal. There are several ways for people to participate in contests, such as liking your page, answering a question, or submitting an email address. Choose the option that will most likely bring the results you seek.
Optimize every section of your contest setup to ensure conversions. You want your contest copy to include actionable and compelling language to get people to act. Keep your copy simple and short, and don’t require too much for people to do.
Establish a contest time frame. Urgency will help with conversions, but most contests don’t run for any shorter than two weeks. Some even run for a month. You don’t want your contest to be too short for people to notice it and participate. You also don’t want it to be so long that people participate and forget (or get impatient).
Make sure you’re promoting your contest to your target audience in the way that they prefer. This could mean adding a link in an email or add a call-to-action in your blog, for example. You want your audience to participate, so you’ll need to promote heavily.
Make sure you’re monitoring and measuring your contest performance while it’s live. If you find something that isn’t working, fix it quickly. Check your contest metrics regularly to see if you need to make any changes to improve performance.
Publicly announce the contest winner. By making the announcement public, you let everyone who participated know the result of the contest. You don’t leave them hanging. Another way to announce the winner is to use the platform in which you promoted your contest, such as email or your blog.
What else can you try that might work? Well, these are some of the other options your page has access to:
- Prerecorded video
- Link posts
- Image posts
- Job postings
When all else fails (or to add a break between things), stick with a simple, short text post. For example, ask an open-ended question to learn more about your fans and their interests.
5) You don’t respond to people’s private outreach.
Your fans and page visitors are going to want to speak to you privately, so it’s important you offer this feature. In your page settings, select Messages from the General settings section. There you will see the option to allow private messages. Keep this option checked off because it’s essential for page engagement.
On this social network, if you take too long to respond, Facebook will tell you and your page visitors. Facebook shows how long it takes you to respond on your page, such as saying “responds immediately” or “responds within a few hours.” This means you need to be responding to people promptly.
When you are prompt in responding, Facebook adds a badge to your page. You’ll want this because it tells people you’re paying attention and that you care. It’ll help if you go to your Messages section in settings and completing the various messaging options. By filling these out, you don’t have to worry about responding at all hours.
Automated introductions are a great way to help people without actually being online. Optimize the message copy to tell people how they can proceed when you’re not there.
Chatbots are the elite version of automated messaging. They are a Facebook marketing opportunity, especially for customer service.
Although they shouldn’t replace your customer service team, chatbots are a great addition for times when your business is closed. Instead of staying online 24/7, you can turn on chatbots to help answer any questions automatically.
Creating a chatbot doesn’t have to be an extensive investment. Instead, refer to some of the top sources for help creating your own. These are just some of the best resources for this task:
How to Create a Facebook Messenger Chatbot via Social Media Examiner
Messenger Bots Guide via Facebook itself
How to Write a Compelling Facebook Messenger Sequence via Neil Patel
Facebook messaging is a key opportunity for providing social media customer service. Your fans and audience are seeking you out on social media. It’s a growing trend that shows no sign of ending. People are expecting you to respond quickly, too, so you need to have the capability and resources to do so.
With a customer service team and after-hours chatbot, you’ll be able to relax more, knowing that your audience is getting help at all hours. You’ll need to take the time to create a powerful and effective chatbot, but when you do, you’ll appreciate the results.
— — —
Those are the five issues I’ve seen in Facebook marketing efforts. Other than those five, you might also see the following:
- Your posts are too self-serving
- You haven’t invested in boosted posts or advertising
Now that you know how to resolve and avoid these Facebook page issues, are you ready to act? This guide gives you a bunch of tips for optimizing your Facebook marketing activity, but if you have any questions or ideas, leave a comment here. Either I or one of your fellow marketers will respond to you.
Did you appreciate what you read here? There are more articles on my blog that can assist you. Subscribe for email updates on new content to receive articles, such as:
- 3 Ways to Generate Marketing Qualified Leads for a Sales Boost
- How to Achieve Your Marketing Goals with a Content Strategy
- 7 Powerful Ways to Upgrade Your Email Marketing Campaigns