Social media marketing has become a bit of a buzzword in recent years, but many businesses are still unsure how to use social media platforms to promote themselves effectively. If you have a business to consumer audience, Facebook is a good place to begin.
Facebook can have great benefits for your business, including increasing awareness and allowing you to better engage with your customers. On the flip side, Facebook can also potentially damage your business’s reputation, and do more harm than good, if used the wrong way. If you are not a social media expert, using the services of a marketing agency to take care of your Facebook marketing needs can help you make sure your Facebook marketing isn’t inadvertently causing more problems than it solves.
There are three main pitfalls associated with using Facebook to market your business – outsourcing to a marketing agency can help you avoid these common mistakes:
1. Posting too much, or too little. Posting too much is less of a problem than it used to be thanks to Facebook’s new algorithm, and the introduction of promoted posts, but it is still something you should be aware of. Clogging up your followers’ news feeds with multiple posts every day can send them reaching for the unlike button, while posting too infrequently can make you invisible, or give the impression that your business is not very active. Depending on your audience, posting daily may be appropriate, or three times a week may be suitable. Your marketing agency can help you work out a schedule for posting, and then stick to it.
2. Not responding to negative feedback. You can’t please everyone – sooner or later you will be the recipient of negative feedback. Ignoring it and hoping that nobody will see it is not the best way to handle complaints. Although you may cringe at having negative feedback on display, demonstrating that you are willing to make the effort to resolve customer issues, and take criticism seriously, can help you turn a negative into a positive. It also helps to have someone experienced in handling these kinds of complaints on board, to help you make sure they are tackled effectively.
3. Failing to plan or review your social media strategy. Just like any other aspect of your marketing, you need to define your goals and target audience before you start. What do you actually want to achieve out of Facebook? A marketing agency can regularly measure your progress through the dedicated Facebook insights platform, or private analytics software, to help you determine whether your approach is working, and identify whether any changes are needed.