If you’re facing any of the below Facebook marketing problems, you’re at the right place because we’re about to tell you exactly how to manage them.
3 Common Facebook Marketing Problems & How to Solve Them
The 3 Most Common Marketing Issues relating to Facebook are as follows:
- Little to no engagement on your Facebook posts
- High engagement yet low conversion
- High ad costs on Facebook
#1: Not receiving engagement on your posts?
We hear this a lot. Although your publishing schedule includes regular posts on Facebook, the engagement they receive is either low or non-existent. You’ve tried multiple content categories, altered the times and days they’re published and still can’t see results.
Why are you not engaging the audience?
a) You need to know WHO your audience is and WHAT topics they’re interested in, so you can give them meaningful content.
Your audience on Facebook needs to be studied well in order to analyse their behavior.
One way to check that out is through your Facebook Audience Insights, where you can even check what times and days they’re online.
b) The content you’re publishing might be monotonous or boring.
If the content you’re creating for your page is similar to all your previous posts, then it makes sense for people to still not be interested in it. Social media channels and their world is ever-changing, and this ultimately means that what works today, might not work tomorrow. Ideally, your content and strategy should evolve accordingly in order to avoid decline or stagnation.
Still not sure what to post? Ask your followers through a status update!
Tools that you can use to stay up to date with trends:
Google Trends, BuzzSumo, Feedly
(Feedly also allows you to set up Google alerts, as well as follow pages of different categories or search for trends manually)
Save the articles you find and utilise them later!
#2: Is your audience not converting?
What we try to explain to many of our clients, is that engagement in it’s core existence simply doesn’t translate to sales or leads.
So what needs to be done?
a) Your Facebook content might be performing well, but isn’t related to what you do / sell.
Your Facebook followers and Facebook users in general, follow you in order to receive quality content. They might have a certain interest in your business / product or page but they don’t follow you exclusively for that. Now, this might not be ideal in the long term, but it’s not bad for the short term!
If you clearly comprehend what your customers are interested in, you can then find ways to utilize Facebook as a way to convert those followers into customers.
Remember that each individual piece of content, should be accustomed to a specific goal and should serve the best of both worlds. Meaning, it should serve your audience’s needs (even if it’s simply entertainment), but it should also meet your business goals.
b) Your Facebook ad funnel has not been created yet.
Your content is liked by your followers to begin with and it’s even possible for them to go the extra step and convert; but they’re not getting there. That will remain as it is if you don’t built an effective strategy.
Facebook is immensely specialized when it comes to targeting your audience through ads. By stirring your fans into the funnel (one that you’ll commit to), you can get them converting slowly yet effectively.
Consider sending them a limited time offer or some type of discount code that they can use.
You can even use lead generation ads and through them offer your fans an insightful e-book, in exchange for their information which can then help build their database.
#3: Are your Facebook Ads costing too much?
This is another Facebook marketing problem that our team sees very often. The costs of your Facebook ads are way too high and you’re not seeing any exciting results.
a) Facebook ad targeting is CRUCIAL.
Have you carefully devised your ad targeting audience? Very often, it might either be too broad or too general, or simply not the correct targeting audience altogether. Yet, there is light at the end of the tunnel! Discovering new audiences for your Facebook campaigns can be done via a multitude of ways. Sometimes it’s just a matter of trying different things, testing one aspect at a time, and keeping track of what works and what doesn’t.
b) Correct testing and optimization of your Facebook ads is super important.
Our favourite phrase in our office is “Let’s split test!” – so much of what we do is learned from split testing when it comes to Facebook. The option as a whole is so great to have given that you can test and see what works best and then change it if it doesn’t suit your needs.
Yet, keep in mind that it’s vital to only test a single aspect at once, when it comes to your ads, so you can see exactly what’s working correctly and thus, optimize it.
A successful marketing strategy on Facebook is true craftsmanship. Especially one that has the ability to translate into optimum results for your specific business. Something that’s important to keep in mind is that the algorithm is ever changing, and so should your approach in order to effectively achieve your goals.