By Larry Alton
Part of being an entrepreneur is learning how to navigate the world of online marketing, which includes social media marketing. Today, most business owners use Facebook as their main marketing platform because it has the potential to reach a plethora of users as well as other businesses.
Sometimes, however, the vast sea of Facebook users can seem hard to reach. While Facebook is well known for using ‘secret’ algorithms to display your content to other people, if you’re putting in hard work to grow your Facebook page and it seems to be standing still, below are five reasons your page may be struggling.
- Your page viewing permissions are too restrictive
Everyone wants a secure Facebook page, but sometimes your security settings can block large groups of users from viewing your page. To fix this, check your page privacy settings under ‘Manage Permissions’ to see if you are inadvertently excluding any groups from viewing your page.
- People are un-liking your page
One of the biggest traps you can fall into in the world of social media marketing is thinking that if something is interesting to you, it’s interesting to your market. Posting uninteresting or irrelevant content is one of the biggest reasons people un-like pages.
When running your personal Facebook page, it’s generally acceptable to post random thoughts and ideas. Your friends and casual acquaintances won’t mind because they’re doing it, too. There are different rules, however, for running a Facebook business page. Your Facebook business page is an extension of your business and should be treated as such.
To be successful, you’ll want to plan your content distribution in accordance with what your target market finds interesting. This may be completely different from what you want to share, but the reality is that if you share content that your existing audience finds annoying or uninteresting, or if you post too frequently, they will un-like your page. When people un-like your page, it works counter to your campaign for actively generating likes and can make it seem like you aren’t growing at all.
The more you can deliver relative content, the more likely people are to like your page.
- Your call-to-action is ambiguous or non-existent
If you’re advertising your Facebook page and not including a call-to-action (CTA), you’re missing out.
According to Hubspot, a call-to-action is an image or line of text that prompts customers to take action.
You’ve probably seen simple ads that use phrases like, ‘like this page if you like pizza’. Ads with a simple call-to-action have been known to generate likes even when the user never visits the page—they just automatically click the ‘like’ button.
People need to be directed to take an action or they’re likely to move on. So, when you create your next ad campaign to generate likes for your Facebook page, take some time to think about how you are going to direct people to like your page.
- Your ads don’t make sense or aren’t relevant to your market
You’ve probably seen ads that display an outrageous or funny image that gets your attention but doesn’t give any indication of what is being advertised. These ads can be entertaining, but they aren’t effective. They aren’t effective because advertising your Facebook page with a cool or outrageous image hoping it gets you likes is a surefire way to waste your money while collecting an audience of people who aren’t interested in your product. Doing this is like throwing Tupperware parties for people who just come for the food.
If you want to successfully generate sustainable likes for your business’ Facebook page through the use of ads, you’ll want to create an ad that is both visually stimulating and relevant to your target market.
- You’re not giving people what they want
Marketing is about giving people what they want—not what you want to give to them. You’re proud of the services you have to offer and want to share them with the world. But don’t make the mistake of trying to market your solutions to people based on the wrong criteria. People choose not to make purchases all the time for things they want or need just because it was marketed to them using the wrong criteria.
For example, you wouldn’t want to advertise a coffee maker to the head of household who doesn’t drink coffee by telling them about all the features and flavour settings, but you would advertise it to them by telling them that by purchasing the coffee maker they’ll be off the hook for making coffee for their family and will have more time to themselves.
Marketing psychology doesn’t change
Social media marketing is an extension of marketing, period. The same rules that apply to marketing your products and services in the material world apply to your Facebook campaigns.
If you take advantage of what you’ve learned in this article and apply it immediately, you’ll start seeing results faster than you thought possible. You’ll not only get more likes, but you’ll also maintain the likes you’ve worked hard to generate.
Image courtesy of pixabay