Author: Sara Parker
Running Facebook campaigns to promote your business — or a specific product or service — is an interesting proposition.
Facebook marketing has proven to be a highly effective online marketing channel. Many small business owners try their luck with Facebook campaigns. Unfortunately, most of them fail at Facebook marketing.
Does it mean that Facebook isn’t perfect for small business owners? No, not exactly.
What it usually means that small business owners — and even many professional Facebook marketers — end up committing a few serious mistakes that quickly kill a Facebook campaign. It holds especially true when you are running your first Facebook campaign.
In this blog post, we highlight 5 mistakes that you must avoid when you are running your first Facebook campaign.
Let’s see what those common Facebook mistakes are.
1. Not defining your target audience
Perhaps the biggest mistake — and often the most common one — small business owners make is that they start their first Facebook campaign without any pre-defined target audience in mind.
Let’s get one thing clear.
When it comes to running Facebook ads, defining your target audience is the most important step. It is the target audience that either make your Facebook campaign a success or a failure — more than 90% of the time that’s the case.
Who do you want to target? Are they men or women? What do they want to buy? What are their problems? What kind of a solution are they looking for? What are their age groups, income potential, and interests?
You need to know the answer to all these questions, and then some.
Make sure you know everything there is to know about your target audience. Then carefully select a group of people you’d like to target with your first Facebook campaign. As I just mentioned, it is one of the biggest mistakes anybody can make in Facebook marketing. Make sure you’re not the one making it.
Note: Facebook audience targeting is the most important step, but it is also the most difficult one. Unless you are an expert digital marketer, there is every chance you will mess it up. In case you are not 100% confident about audience target selection, try Platso for free.
We have redefined the entire process of Facebook audience targeting. Based on big data analysis and your specific business, we identify the people who are most likely to buy from you. And then we display the ads only to them, resulting in the best possible ROI at the least possible cost.
In short, you won’t have to worry about Facebook audience selection. Platso does everything for you, so you can rest assured that your ads are being shown to the right people.
2. Sending traffic to homepage
If you are trying to sell a product on your website and running your first Facebook campaign for promoting it, make sure you have a separate landing page for it.
Too many small business owners make this rookie mistake of sending traffic to the homepage. It means you are hoping that your website visitors will do the effort of finding the right product themselves and then purchase it.
Online marketing doesn’t work like that.
You need to make sure that your potential customers are landing on the perfect page that has clear images of the product and very specific messaging and call-to-action (CTA).
If you keep sending traffic to the homepage of your website, you will only incur advertising costs which will never translate into sales and profits.
Therefore, if your first Facebook campaign is about selling a product on your website, make sure you have a separate landing page for your product with clear messaging, images and CTAs. Then direct traffic to that landing page, which will make it much easier for your potential customers to complete the transaction.
3. Not Testing
When it comes to online marketing, “testing” is kind of a big deal.
What do we mean by it?
Testing means comparing two or more elements and seeing which one produces the best result. There are no fixed set of rules that guarantee success in Facebook marketing. You will have to test and see which ones are working best.
For instance, you may like an image for your first Facebook campaign, but there’s every possibility that it won’t work. On the other hand, an image that you did not like at all may very well produce the best results.
How do you determine which image, ad copy, or call-to-action to use when your personal preferences are involved? It’s simple.
Use all of them and test them against each other to find the highest-performing ones. Personal tastes and preferences can be deceptive; numbers aren’t.
4. Not Using the Facebook Pixel
Facebook Pixel — after it is installed on your website — tracks which actions visitors take or do not take when they land on your website, e.g., adding products to carts, signing up a form, or buying a product.
When businesses run Facebook ads, they almost always forget about using the Facebook Pixel. It’s a rookie mistake. Please don’t do it.
Facebook Pixel is imperative for any business serious about Facebook marketing. If you are running ads without installing the Facebook Pixel on your website, it means you are simply leaving a lot of money, potential opportunities, and valuable data on the table that you are never going to get back.
Facebook has a Facebook Pixel implementation guide. If you haven’t already installed the Facebook Pixel on your website, make sure to check it out. If you are not technical, ask your website developer to install the Facebook Pixel, or just contact us, and we will do it for you.
5. Not Retargeting Website Visitors or Warm Leads
Retargeting ads can bump up your conversion rates by as much as 30%. In fact, retargeting ads produce the best results for any Facebook campaign.
What do we mean by retargeting?
In simple words, retargeting allows you to target (again) a person who is interested in your product or visited your website.
Let’s assume a scenario for example.
Suppose you ran your first Facebook campaign for selling a t-shirt. A potential customer clicked on your ad, landed on your website, liked the t-shirt you’re promoting, and added that t-shirt into her shopping cart.
After adding the t-shirt into the shopping cart, on the checkout page, the visitor changed her mind and decided to quit.
Why do you think that would have happened?
Perhaps the shipping cost turned out to be a surprise on the checkout page. Assuming that’s the case, with retargeting, you can target that potential customer again with an ad that offers, say, free shipping.
Do you see how powerful retargeting is?
You can reach out to already warmed-up leads with the exact message they’d like to see — just because you can.
And this is just one of the hundreds of ways you can use retargeting for. At the end of a campaign, retargeting can often prove to be a decisive factor in a failed or a successful campaign.
There are a lot of mistakes newbies can make when running their first Facebook campaigns. However, the above-mentioned 5 mistakes are often the biggest and most costly.