From your newsfeed to new buttons, Facebook is constantly changing, which means marketing on Facebook is changing, too. Once-golden strategies now no longer get clients, and some could even ruin your reputation.
You could be turning away ideal clients, even though you think you’re promoting yourself.
Facebook strategies go as quickly as they come. While some of these strategies may have worked even a year ago, today you’ll risk offending potential clients, or even getting kicked out of Facebook groups. Here are six mistakes potentially sabotaging your Facebook strategy.
Mistake 1. Only post promotions
If you only self-promote, you’ll never succeed.
Too often, entrepreneurs blast out an offer, disappear for a few weeks, then come back with another offer. Clients aren’t buying it. People don’t want promotion — they want relationships.
If your posts always include a promotional call-to-action, even to download a freebie, rethink your strategy so you can engage with your audience, rather than slamming them with promotions.
Start infusing your personality into your posts. Initiate value-added conversations. Or simply share your thoughts or helpful tips. Posting regular, valuable content will get you clients — not shouting about yourself all the time.
Mistake 2. Add people to your Facebook group
You’ve created a fabulous Facebook group. You know all your friends would love to join. So after you added them as members, why did they unfriend you?
Being manually added to a Facebook group, without anyone asking you, is frustrating. Whether the group is irrelevant, or you just feel you should have been asked first, manual group adds are irritating.
There are many effective ways to organically promote your group and grow your membership, so there’s no need to force someone to join. If you do, they’ll leave anyway, and may even block you.
Mistake 3. Asking about struggles
“What’s your biggest struggle?” This question is everywhere, and for a good reason. And a year ago, it was helpful. By asking your audience about their challenges, you could start a conversation, gain insight into who’s engaged with you and determine how to help them in the future.
A LinkedIn marketing expert could ask “What’s your biggest struggle with visibility on LinkedIn,” and start a genuine conversation. They could later use those answers to create a product to help people overcome their specific challenges.
The struggle question was an excellent Facebook group icebreaker and could easily garner 20 replies within an hour. But today, your audience will run in the other direction. Because rather than asking to gain insight, entrepreneurs used the question as a sales tool, immediately replying to people’s answers with an offer.
If you still want to ask this question, you can. But you’ll need to be more creative. You’ll also need to explain your intentions. Even then, only ask people with whom you already have a relationship. Ask about struggles in a new group, and you’re almost guaranteed to see no replies.
Mistake 4. Asking a fishing question
“Are there any finance managers in this group?” “Who here has an Instagram account?”
These short questions, with no context or background, are fishing questions. The asker doesn’t explain why they’re asking the question. They just want answers.
Fishing questions are a lot like the “struggle question”. While they can be used to create an engaging conversation, the asker is usually looking for an opening to make an offer.
This is an even bigger turn-off when the poster asks a sensitive question. People will sometimes divulge big problems, only to be met with an offer to join a group or buy a product.
While your fishing question could receive a few replies, expect some to be, “why do you ask?”
By now, you might be wondering if there are any questions you can ask on Facebook! You can ask open-ended questions. Just explain your reason for asking, like conducting research or testing a message. Make your intentions clear to your audience. Then, follow-up by continuing the conversation or adding value, and not by making an offer.
Mistake 5. Sending promotions through PMs
If you already know someone, or have been chatting with them, PMs (private messages) are a great tool to continue your conversation and talk more in-depth. You can also ask your audience to send you a PM, with the promise of a freebie in return. But they’re never a place for unsolicited offers.
Sending a PM with an offer as soon as you’ve sent a friend request or immediately after joining a group doesn’t work. Unsolicited PMs can get you kicked out of the group or blocked by the person you messaged.
If you’re bombarded with PMs in a Facebook group you’ve already joined, tell the admins. They’ll want to make sure their group is a safe space and free from spam.
Mistake 6. Tagging people to get attention
Tagging people in a post will increase you post’s visibility. Not only will those people see your offer, but their friends might, too. Unfortunately, this strategy is more damaging than effective.
When you tag someone on an offer, you’re literally attaching their name to your marketing without their consent. They’ll probably block you and your reputation will suffer.
Tagging has a purpose, but you should never tag someone in your own offer without their consent or interest. Especially if you don’t know them.
Effective Facebook marketing starts with relationships. You’ll turn off your audience off by slamming them with offers to like your page or purchase your product. If people like you, they’ll ask about your services and your business can grow from there.
Avoid these mistakes, and you’ll develop a reputation as being trustworthy and genuine, and clients will want to buy from you.