So, you have a Facebook page, but realized it doesn't have as much engagement as you'd hoped? Read on and discover the possible mistakes you're making and the ways to solve them!
1. Targeting the wrong buyer persona
A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
Targeting the wrong buyer persona, believe it or not, is still one of the most common mistakes in managing pages on Facebook.
Make sure you understand your audience, map them, translate their language, and adapt to their expectations. These actions are paramount in any digital marketing or offline action. Even when you’re creating a blog or website, you must be in tune with your buyer persona, otherwise, she simply won’t be interested in your brand.
If engagement is low, or if the audience just isn’t getting to your content, consider a new buyer persona study and pay attention to the little details of your audience.
Being in tune with your buyer persona is fundamental to a successful marketing strategy.
Related: How to create a buyer persona for your business
2. Tone of voice
To set the perfect tone, you must also have developed a good buyer persona study, after all, the tone depends on several factors related to your audience, such as gender, age, segment, etc.
The tone sets the language, slang, the memes, and the approach of every subject dealt with within your page. When poorly done, it can push away every follower of a brand, and attract an audience that is completely different than expected.
A business that targets young surfers, for example, relies on a completely different tone than the tone used by a business in finance and investments.
This is the perfect alternative since it helps your brand to be recognized only by how you communicate, but it’s harder to get it right, once it needs to be the perfect match between what the audience expects and how original it has to be.
3. One-way engagement
Here’s a problem that is more than common in the management of all social media. One-way engagement happens when your audience interacts with your brand but does not get any answer from the company.
As you can imagine, this leads to discouragement and ends up undermining any future engagement intention by your audience.
Therefore, it is essential that you are attentive to the proposed interactions on your page and don’t hold back when participating.
Answer comments, promote the content produced by your audience, be attentive to shares, keep an eye on your inbox, and open contact channels so that your fans can participate too and, most importantly, feel they are making a difference.
4. Timing
And, speaking of the ideal time to post, timing is another crucial point to be observed when promoting your content on Facebook.
It doesn’t help to post that one super funny meme if it has already been around the Internet for over 3 days and has become saturated.
Be aware of what’s new on the network and look out for trends. Unfortunately, it is still impossible to predict when something will go viral but you must be aware of the slightest sign of replication and understand how to adapt content for your brand.
5. Quality content
If the content is King, the quality is the Crown, the throne, and all the Government proposals of a good monarch.
Without quality, your content will not be very different from a click-bait, or even spam of continuous subjects that could be used for your business.
Pay close attention to the most relevant issues of your buyer persona, look for people who really know what they’re writing about, and be sure to invest in images, videos, and media variations that help when it’s time to improve what you are producing.
Quality is also linked to your efforts to customize your content, search for your own language, and establish a relationship with your buyer persona. So, invest in creating and improving your content.
6. Adaptation to social media
Adapting to Facebook seems easy at first, but answer this: how many different types of content have you already posted today?
How many images, texts, videos, gifs, links, notes, ads, 360ยบ images have you made available for your audience in the form of content?
Being attentive to all Facebook has to offer is part of your adaptation to the network, and can change the way how you engage with your audience, and it also allows them to reply to your company's posts.
Be aware of the possibilities offered by the network, and don’t be afraid to explore. Focusing only on the promotion of links is a serious mistake for your business.
Succeeding on Facebook is something that demands time and courage to take risks. Making mistakes will be a natural part of the adaptation process, but you can’t prevent your business to dare and look for originality when it’s time to grow with your audience.
Be aware of the major mistakes on Facebook and take immediate measures to prevent them from spreading across the network.
Your comment is needed. You can also visit our Facebook Group: iDigital Space
2. Tone of voice
To set the perfect tone, you must also have developed a good buyer persona study, after all, the tone depends on several factors related to your audience, such as gender, age, segment, etc.
The tone sets the language, slang, the memes, and the approach of every subject dealt with within your page. When poorly done, it can push away every follower of a brand, and attract an audience that is completely different than expected.
A business that targets young surfers, for example, relies on a completely different tone than the tone used by a business in finance and investments.
This is the perfect alternative since it helps your brand to be recognized only by how you communicate, but it’s harder to get it right, once it needs to be the perfect match between what the audience expects and how original it has to be.
3. One-way engagement
Here’s a problem that is more than common in the management of all social media. One-way engagement happens when your audience interacts with your brand but does not get any answer from the company.
As you can imagine, this leads to discouragement and ends up undermining any future engagement intention by your audience.
Therefore, it is essential that you are attentive to the proposed interactions on your page and don’t hold back when participating.
Answer comments, promote the content produced by your audience, be attentive to shares, keep an eye on your inbox, and open contact channels so that your fans can participate too and, most importantly, feel they are making a difference.
4. Timing
And, speaking of the ideal time to post, timing is another crucial point to be observed when promoting your content on Facebook.
It doesn’t help to post that one super funny meme if it has already been around the Internet for over 3 days and has become saturated.
Be aware of what’s new on the network and look out for trends. Unfortunately, it is still impossible to predict when something will go viral but you must be aware of the slightest sign of replication and understand how to adapt content for your brand.
5. Quality content
If the content is King, the quality is the Crown, the throne, and all the Government proposals of a good monarch.
Without quality, your content will not be very different from a click-bait, or even spam of continuous subjects that could be used for your business.
Pay close attention to the most relevant issues of your buyer persona, look for people who really know what they’re writing about, and be sure to invest in images, videos, and media variations that help when it’s time to improve what you are producing.
Quality is also linked to your efforts to customize your content, search for your own language, and establish a relationship with your buyer persona. So, invest in creating and improving your content.
6. Adaptation to social media
Adapting to Facebook seems easy at first, but answer this: how many different types of content have you already posted today?
How many images, texts, videos, gifs, links, notes, ads, 360ยบ images have you made available for your audience in the form of content?
Being attentive to all Facebook has to offer is part of your adaptation to the network, and can change the way how you engage with your audience, and it also allows them to reply to your company's posts.
Be aware of the possibilities offered by the network, and don’t be afraid to explore. Focusing only on the promotion of links is a serious mistake for your business.
Succeeding on Facebook is something that demands time and courage to take risks. Making mistakes will be a natural part of the adaptation process, but you can’t prevent your business to dare and look for originality when it’s time to grow with your audience.
Be aware of the major mistakes on Facebook and take immediate measures to prevent them from spreading across the network.
Your comment is needed. You can also visit our Facebook Group: iDigital Space
Author: Michael Agwulonu, Digital Marketing Strategist
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