Last Updated on February 25, 2019
Facebook may have been mired in a number of scandals in recent years, but the social network is still popular as ever. Even with its problems, the company’s growth has been steady, according to recent reports. So don’t assume that you can shrug off Facebook marketing just yet.
As with most marketing campaigns, it’s easy to go wrong with Facebook as well, despite all the analytical tools the platform offers businesses.
There are simple mistakes like adverting on the wrong platform. Then there are other mistakes marketers may overlook. Here is a list of tips that social media company consultants recommend to avoid a marketing failure on Facebook:
Keep Things Consensual
The issue that got Facebook in hot water is data privacy. The company has been accused of exploiting user data and perhaps even engaging in activities that directly violated privacy laws.
The point is, users are well aware that Facebook may be exploiting their personal information. As a result, Facebook users these days may be naturally suspect marketing campaigns they see on the platform.
Marketers should be aware of users’ privacy concerns and also directly address them. To be on the safe side, always ask permission from fans and followers before repurposing any user-generated content.
Don’t Launch Campaigns if the Ones in the Past have been Unsuccessful
Facebook is an excellent platform to drive customer engagement. A brand may experience top-notch engagement on the platform, but have the responses to marketing campaigns be nothing more than tepid. If all the past Facebook campaigns have been highly unsuccessful, don’t be eager to launch a new one.
It’s possible that marketing mistakes lead to the failure of previous Facebook campaigns. However, it’s most likely that the Facebook followers are not responsive to ad campaigns on the platform.
Users may rely on the live chat service without being interested in anything else, for example. Therefore, do your research before launching another campaign.
Moderate and Contain Negative Feedback
Facebook posts are infamous for generating all types of comments. While marketers should allow for free flow of free thought, don’t discount content moderation. In fact, marketers must keep a keen eye on the comments section for several hazards to ensure that a campaign can trend successfully.
Mainly, spammers will flock to the comments section the moment it begins to show activity and start trending. These spam comments with unwanted links must be removed right away. Secondly, be aware of trolls that might flock to the comments. Trolls may spread false claims, offend other posters, pick fights, and otherwise wreak havoc. There must be adequate moderation to keep the trolls out.
Lastly but more importantly, expect comments section to attract negative reviewers. This negative feedback should not be deleted right away. Rather, reply to the negative feedback and address the issue head on. Other users will see this as the brand engaging with the audience in a positive manner.
Remember that if you let the comments section get out of hand, the campaign would certainly end up in failure.
Some Facebook marketing efforts don’t succeed because the advertisers target the wrong audience. To target the right audience, it’s important to test different audiences. This is called isolating variables.
That is, isolate a single factor about your target audience, such as their location, age, or engagement level. Then run the marketing campaign targeting one of these isolated variables. Then use Facebook insights to assess the performance.
Isolating variables and running tests is the best way to find out on which audiences the ad campaigns work. If a campaign doesn’t hit it off with a particular demographic, the marketing team can make adjustments to make it more appealing. Doing so would save a lot of money and trouble when launching the campaign on a larger scale.
Finding success with Facebook ad campaigns should not be awfully difficult for marketers. However, avoid the common mistakes mentioned in the above articles. Address the sensibilities, such as privacy, that affect the modern Facebook user. Testing and moderation are also highly important for making a Facebook campaign successful.
Once you are aware of these issues as a marketer, it would be easy to make course corrections and find Facebook ad success as most brands have.