• Nicola Giuliato •
a brand journalism style
Reading times 3.40 minutes
No strategy, an obsessive focus on tactics, little invested time, and zero advertising: these are four mistakes preventing you from getting successful results on Facebook.
Social media marketing is the most effective way to reach and target a specific audience, this much we know.
However, recent studies have revealed that most small businesses get no return of investment (ROI) in social media – that is: no positive results – especially from Facebook.
A study of more that 4700 small American businesses with less than 10 employees has shown that only 24% receive a positive ROI. This is a saddening fact, especially taking into account the huge amount of information available online which may help design a social media marketing strategy that delivers and helps business on its way through this dog-eat-dog world that is the world of business.
At this point, we must ask ourselves: what am I doing wrong?
These are some of the most common mistakes made by people who invest in Facebook advertising and which hinder better results from it.
Lack of strategy
You can’t have no strategy – or have a bad strategy, which is the same thing – given that social media marketing is based on it!
This is the reason why not only small businesses, but also big firms can’t see any results to show for their efforts on Facebook.
Using social media for advertising means not only publishing nice, elegant images: You must take your goal into account, ask yourself what cannels do you wish to use, define a content plan and a budget. You might add whatever you like to a basic and integral strategy. But always asking, is this aligned with my strategy?
Obsession on tactics
Yes, on one side, we must never lack strategy, on the other, we shouldn’t get too obsessed on tactics.
Social media marketing will always reject tactics that are too flamboyant and headstrong.
Let’s take Snapchat’s case into consideration: businesses big and small were willing to use it for their advertising until Facebook and Instagram started incorporating some of Snapchat’s functions, thus offering that kind of experience to thei already enormous user base.
What’s the moral of this story? It makes no sense to become obsessed with the new, concentrate instead in what really works for you.
No time investment
“Time is money” and never has this been true as in this case.
Before spending any money, you ought to be willing to spend a good deal of your time on your business.
A surprising bit of info is that 75% of surveyed small businesses spend less than two hours a week on social media marketing, according to official data.
How much time do you spend weekly on Facebook to promote your brand?
Less than 1 hour - 58%
1-2 hours - 16%
3-5 hours - 5%
6-10 hours - 5%
Over 10 hours - 10%
Outlandish, isn’t it? Would you be physically fit if you train two hours a week? Or would you learn a new language if you only studied it for just two hours a week?
How often do you publish a new post on your Facebook page?
Daily - 9%
1-3 times a day - 7%
Over 3 times a day - 6%
A few times a week - 20%
A few times a month - 58%
If you publish a new post a few times a month you might as well cancel your Facebook page; that or you could follow the following advice.
A few years ago, we could use Facebook to reach thousands of people without spending a single cent. In 2017, without any sort of investment in advertising, you are missing out on your potential results.
But don’t worry: You don’t need to rob a bank!
As a matter of fact, with 200 euros a month invested on Facebook advertising, you might generate a positive ROI. With no advertising yours will be a long and winding road before reaching success –if any- and you might lose any hope and motivation along the way. Do you want this to happen?
These are in conclusion, four simple tips to obtain positive and effective results. What are you waiting for to put them in practice?
Original source in Italian HERE!
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