25 Big Mistakes You’re Making With Facebook…

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25 Big Mistakes You’re Making With Facebook…

I have been using Facebook and social media as a major part of my online business for many years now.  Over this time, I’ve had the privilege to not only run my own system, but I’ve been able to work with quite a few clients large and small.

This has given me a great understanding of how social media works… and how we as business owners can use this extremely powerful asset to find a consistent stream of quality customers to roll into the doorway.

Over the past few years of coaching, running client’s social media, and just teaching in general to the public, I have seen a number of problems that arise over and over again.  These problems are what keep businesses like your own from winning.  I thought I would put together an article today to share with you the 25 biggest mistakes business owners make when using Facebook with their business.

If you’re having trouble with actually generating quality leads from Facebook, I would be willing to bet a large amount of money that you’re making one or many of the following mistakes. Let’s dive in and see if we can help your system out…

social1 – You aren’t being social…

This is a very important part of the equation.  Try and think about what social media was made for…. and no, it wasn’t created so you can reach more customers or sell your goods.  Social media sites were created so like minded individuals can get together and talk about their favorite interests.  If you don’t follow this rule from the start, you’re never going to make much of an impact.

How to fix this problem?  Talk more!  Talk about what’s going on in your industry… what’s happening in your business… the funny joke your receptionist told you this morning… reply to your fans questions…. start up hot conversation topics to get people talking… The key is to be the cool kid at the party and not the weirdo pushing his water filters in the corner.

2 – Expecting results right away…

Social media requires some time to grow an actual living asset that will be rocking for you.  You can obviously use things like advertisements to find customers right away, but the real power of social media is how it can grow and sell your goods on its own.  This requires that you build an interactive community though… and that, my friend, does not happen over night.  Be social often and for the long term to watch the exponential growth begin.

3 – No consistency…

Most failing businesses are never consistent… this comes to mistake #2 a lot… if you don’t get results right away, you might feel social media isn’t worth your time, so you skip it.  Then a month later, you see your competitor rocking it out with social media and you start trying again… but what just happened?  You are starting from square one again.  The work you did 2 months before doesn’t roll over when you start up again.  This becomes a repeating cycle.  The key to growth in any online platform is consistency and it’s a GIANT requirement for social media.

4 – You have no authority cues…

Authority cues are pieces of your online presence that actually let the reader know you are the one they need to fix their problem.  That’s what every business comes down too… fixing a problem.  Why should they use you instead of a competitor?  Authority cues make this problem go away very easily because when they see these cues, it’s obvious you have your shit together.

Authority cues can be things like simple graphics from awards your business has won (even an approval stamp from the BBB helps), authority content that helps your reader fix their problem on their own, other active online assets like Twitter account, Youtube channel, proper website, Email newsletter, an actual physical address, working telephone number (with receptionist or answering service if possible), etc.

Each of these little cues add up.  The more quality authority cues you have, the less resistance a prospect has to start trusting you enough to pull out their credit card.

5 – No long term plan…

Having a long term plan is essential!  Think 3, 6, or even 12 months ahead when it comes to your marketing plan.  What do you want to happen this month from your social media and how is that going to help the month after that… and how is that going to help you achieve what you want 6 months from now.

For example, I launch products often.  When I do this, I like to think about not just my next product, but at minimum, my next 3 products.  So, when I launch the first one this month, I know that those same buyers are going to want to buy product #2 coming a month later… and so on.  Use this same strategy with your social media plans.  Know what’s to come and market it effectively.

6 – No short term plan…

After you have a solid long term plan, you know what you want to happen in the extended period of time… but now you need to plan how you’re going to take baby steps to make that happen.  This is where the short term plan comes into play (week to week).

Going back to the product launch example above, I know that I want to release a new product by the end of the month.  I’m not just going to wait till the end of the month until I start talking about the product and getting people pumped for it though… I’m going to start on week 1 building the hype and getting a prelaunch list together… Week 2, I could be focused on getting more added to the prelaunch list by releasing a referral system to the first week’s subscribers… Week 3, I could release an early bird special so I can collect up to date testimonials and get any info on the final touches needed… week 4, I launch!

As you can see, each week has a single purpose that builds onto each other.  We’ll obviously be continuing to grow that prelaunch list the entire month, but week 2-4 have different marketing plans to make that happen and have other effects happen.

tree7 – You expect 1 page to do the job…

Fan pages are the number 1 way businesses are reaching out to their audience with Facebook.  That’s great!  Fan pages rock! One major problem I see with businesses is they focus on using 1 single page.  This is okay when starting and you’re just getting your asset underway… but eventually, you’ll want to branch out into sub niches and related topics to continue to grow your system.

Each of these pages can build onto your traffic generation for the original system.  Let’s take a look at a quick example…

Let’s say you’re trying to sell a real estate program specifically set up for veterans.  Obviously, the main business page here would be all about the Real Estate program.  Now, this isn’t much of a social niche… so the organic and viral growth will be hurting.  It still has it’s purpose though… It’s been created to share more information about the program and get people on the phone or in the door for real estate.

We can fuel this page with targeted buyers by creating some sub niche pages as well though.  You can start by creating a “I’m A Proud Veteran” page.  This is more socially friendly and will give us some great social media benefits… like getting your pictures shared and more interaction.

It may not be a great page to sell your real estate service directly from though.  You can use this viral page to funnel readers into your more product focused page or an email list.  You can branch this even farther by setting up locally targeted pages like “I Support Veterans of Tennessee” for example or separate angles to the niche like “I’m A Veterans Wife”.

8 – Graphics look like shit…

Good graphics that are on target and relate with your niche are SO IMPORTANT.  This is one of those big authority cues that can make or break your big deals.  One of the biggest income jumps came in my business when I started making sure my entire system looked like it was gold. Now this doesn’t mean you need super intense graphics or high cost looks… It just means you need to look like you’re the guy to go to.  A crappy cover image or a bad looking page is an instant turn off and shows right away you may not be a serious provider.  These graphics can be as simple as a few pieces of clipart to give you the effect you want.

9 – You don’t listen…

The coolest part of social media is you get instant feedback from those that are interested in what you offer.  They can tell you exactly what they are looking for and exactly how they want it delivered to them.  It’s important to actually listen to what they say and act on it.

Many businesses don’t do this.  They think they know better than their buyers in most cases and play that stubborn game.  This will kill a social media asset quicker than anything else.  If you don’t listen and adapt to what they want, why would they want to use your business? A simple way to start the listening process is start asking questions.

10 – Scared to pay for traffic…

Don’t be afraid to spend money on advertising!  This is one of the most powerful pieces to Facebook.  You can get your message in front of a more targeted group of people than pretty much anywhere else on the planet.  Facebook collects so much information from people, it’s ridiculous.  We as advertisers have open access to this information and can use it to our advantage.

Yes, you will more than likely lose some money when starting your advertising.. but as you test and improve, you’ll start to pull in a consistent stream of customers.  Sooner or later you can spend $1 at any point and know that will bring in $2+.  Advertising is the key to making this whole process speed up.  It will take a long time growing your social media following without paying for traffic.  You should have ads going from day 1.

11 – Doesn’t diversify advertising…

Facebook offers us a ton of options when it comes to advertising.  It’s important that you utilize each of these options.  The more your business is out there being seen, the better… especially when we have the targeting power that Facebook offers.

Don’t just stop when you figure out how to get more likes to your fan page… use ads to grow email lists, boost content participation, sell your products and services directly, boost interaction on your fan pages, and all those other great options Facebook offers us.

12 – Not getting readers to your assets…

When it comes to it, you don’t own your Facebook following.  If you have a fan page of 100k, Facebook can shut that sucker down at anytime… and then what?  You all of a sudden don’t have a traffic source and all your hard work was for nothing.  So, it’s extremely important to get readers to your other assets as soon as you can.

Send readers to your website to start interacting and joining the community there… Get them on your email list so you have another avenue to contact them… link to other social media platforms so the authority of your business grows…

wagfinger13 – You promote too much…

A common mistake with businesses and their fan page is they promote every single post.  Go back to mistake #1… social media sites are made to be social.  If you promote your offer every post and don’t provide any fun, interactive, or helpful content, then you’re not going to attract a very happy audience.  Build a community first!

14 – Doesn’t promote enough…

On the other end of the spectrum are those businesses that don’t promote at all.  They are too worried about scaring away their readers so they only post interactive and fun content. This content is great, but we also want to pull in customers with this asset… Don’t be afraid to promote but make sure you do it sparingly.  About 25% of my fan page posts end up being a promo… so if I post 4 messages a day, 1 of those will sell something.

15 – You don’t use the power of referrals…

Social media is extremely good at getting people to inform their friends about you or your business… that’s what all this liking and sharing is about.  Many businesses don’t take advantage of this referral system though.  There are tons of ways you can get your fans to tell their friends about you and pull in extra free traffic.  Many times, friends of your fans are the same type of buyers you want… so you’re essentially pulling in even more targeted leads without spending a dime.

Want an easy way to get referrals going?  Tell fans to tell their friends… simple enough.

16 – You don’t use Groups…

Fan pages are a great asset for sure… but they aren’t the only asset Facebook allows you to grow.  They have groups as well which are just as powerful as fan pages… and honestly, even more powerful.  A group is more of a discussion area where a fan page is mostly you posting content.  These groups allow the reader to interact even more and have their thoughts and questions displayed publicly.  You should be growing a group along side of your other assets to offer even more places to communicate with idea buyers.

Unlike a fan page, every time you or a member post something inside a group, it notifies the members of that group… powerful!

17 – You don’t use Events…

Another cool asset that Facebook offers your business is Events.  If you’re having a special event, an important promotion, or anything that is buzz worthy, create an event around it and invite your fans.  This is yet another way to get them in the door and interacting with your business.

18 – Have no clue how to run a contest…

People love to get free stuff or have a chance to win something.  This is extremely true on social media.  When it takes something as simple as clicking like to get some benefit they want, it’s not asking much.  Using contests with Facebook is a very powerful way to amplify your entire system.  You can get tons of referrals, tons of quality leads, and even tons of sales by running a contest correctly.

19 – You believe Facebook will close the client…

Once again, social media is not about selling your goods… It’s about building an interactive community.  With that in mind, don’t expect your fan page post to be the deciding factor on closing a client.  Often times, it’s going to take more convincing to do so… especially depending on the offer you’re selling.

Facebook might be able to get them in the door, but you’re going to need a closing system to make things work at maximum efficiency.  Closing systems that work well are a trained salesman, an email newsletter, phone scripts, etc…

diversify20 – Leaves out other social media platforms…

Facebook is the biggest and probably the best social media asset to grow… but it’s not the only one.  It doesn’t take much to post your content on other social media sites especially after you’ve already planned it and set it up on Facebook.  Taking a few minutes to hit the other social media sites and allow them to grow with your Facebook asset will amplify this system ten fold.

There is a huge amount of people that don’t use Facebook or prefer other social media sites.  This opens the doors to them…. Plus, posting on other social media sites gives your business more opportunities to get your message in front of your current fans.  They may have seen your fan page message, but didn’t act on it… then when they see your twitter message, it reminds them they need to act.

21 – Uses the wrong post type…

Image posts are king… FU status updates… enough said!

22 – You try and do it all yourself…

If you’re running a business, you typically have way more on your plate than just maintaining a social media asset.  Eventually, you’re going to have to pass this workload onto someone else.  Consistently posting content can be a pain in the butt and takes a lot of time.  The cool thing is outsourcing these services can be very inexpensive.  Most of the grunt work can be done by a beginner to Facebook even.  Keep the marketing strategy planning as your duty and outsource all the posting, researching, and interacting for others.

23 – Doesn’t follow Facebook ToS…

It’s crazy how many people try and game the system.  Facebook has rules in place for a reason and just because you’ve found a work around right now doesn’t mean you should use it.  Once again, you don’t want Facebook to shut down the asset you’ve worked hard to grow… so follow their rules and keep up to date with their changes.  It happens often and can leave your business in trouble if you don’t listen.

24 – Doesn’t even try because it hasn’t worked for their colleagues…

I always hear this one especially from local clients.  Their buddy, Jim, tried social media for a week and it didn’t make them any money… So, I misewell not try.  Give me a break!  Social media can bring in clients for any business… it’s about doing it right though.  If I listened to my friends and colleagues about their failures and let that deter me, I would still be a pool boy.

learn25 – You don’t keep up with the changing system…

Facebook and all other social media sites are constantly changing.  It’s VERY IMPORTANT for you to keep up to date on this.  There are changes to algorithms… what they want to show the user… how they’re going to let readers interact with your content… and all kinds of stuff like that.

Pretty much, Facebook is constantly trying to give their user a better experience… and that usually means making things harder for businesses and marketers.  If you didn’t realize it by now, marketing ruins everything.  That’s why people get ad blindness… it’s why email open rates and click thru rates continually drop.. it’s why social media will be obsolete in the future.

Keep up to date with the changes Facebook and all the other marketing platforms make… and adjust to what they want.  Keep rule #1 in mind at all times and you will be set.

Hope this helps you build a better social media and Facebook asset.  I know it’s worked for me over and over again.  Feel free to leave any questions or comments below.

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2017-02-21T23:27:00+00:00