As one powerful component of your overall digital marketing strategy, Facebook advertising can deliver a knockout punch that brings your message directly into your target market’s virtual living room. As recently as the 2nd quarter of this year, it was estimated that Facebook had over 2 billion monthly users.

As a marketer, it’s understandable that you’d be salivating when you see those numbers. But I’m here to tell you that no matter how many fish are in the pond, if you are using the wrong bait, your results are going to stink. If you want to be successful with your Facebook advertising, it’s crucial to avoid the mistakes that have sunk countless campaigns before you. Here are 3 of the most common ones:

facebook marketing mistake number one

1. Asking for the Sale Right Away

For some reason, many marketers seem to think that since it’s in a virtual space, the golden rules of selling no longer apply. That you can just dive right in and ask for the sale without letting your Facebook audience get to know you first. Here’s a good rule of thumb: if you wouldn’t do it in real life, don’t do it on Facebook. You wouldn’t even think of walking up to a random person on the street and asking for the sale without going through the process first, so don’t do it on Facebook either! You need to prove yourself as an authority in your industry first, and then your prospects will trust you.


2. Ego-Driven Content

Allowing your ego into the copy of Facebook ads and messages is a surefire way to lose potential customers. Although it may seem harsh, no one cares about what you are selling, how wonderful your company is, or how many accolades you have accumulated over the years. Traditional marketing platforms like television, radio, billboard marketing or postcard marketing may have that “sell, sell, sell” mentality, but you can’t do that with Facebook advertising.

Consider the benefits your product or service offers your target audience and then back them up with features that illustrate your experience, etc. It’s natural to think that working with you is a benefit to your potential customers, and it may very well be, but they want to know what’s in it for them, not how great you are. “We have 30 years’ experience” is great, but “You’ll complete double the work in half the time” is the kind of info that will attract attention and appeal to your readers.


3. Not Taking the Time to Nurture Relationships

Taking the time to create and nurture relationships with your prospective customers can rectify both of the two previous mistakes. Even with paid Facebook ads, you need to build a relationship with the people you want as your future customers, and then nurture that relationship over time. Facebook is the ideal platform for relationship building, and people are perfectly comfortable handing over their money to you if you make them feel special throughout the process. No one likes the idea of being sold to, but most people have no issue buying from someone they trust, which is what relationship building is all about.

If you’d like to learn more about the ins and outs of a successful Facebook advertising campaign, give me a call today at Coastline Marketing Group, Inc. and we can get the process started.

Phil Fisk
Coastline Marketing Group, Inc.