It would seem, what can be difficult in posting posts on Facebook? It is considered that any student will cope with this task. But one thing is when you place posts on your personal page, and the other is on corporate.
Unfortunately, many Facebook users make a lot of mistakes when posting content on their public pages, sometimes without even realizing it. It seems to them that such “trifles” as an extra link or phrase will not make the weather. How to do it!
In this article we will look at 6 common mistakes that can spoil even the most remarkable posts on Facebook. Carefully study these cases, if you do not want the time and effort that you spend on promoting your company in a popular social network, went under the tail.
Error number 1: too much text
Do not forget that Facebook is a social network, not a blog. And this means that your posts should be extremely concise. Their goal is to entice readers to one of the following: put a like, share, comment or follow the link. If your subscribers see a huge sheet of text in front of them, most likely, they will simply scroll it down without even looking.
Limit your Facebook posts. Ideally, their length should not exceed 140-200 characters.
By following this rule, you will learn how to express your ideas clearly and concisely and make them more accessible to your subscribers. Consider for example the following post, in which the psychologist advertises his upcoming lecture:
As you can see, the author of the post is trying to fit a lot of information in one post. At the beginning, she indicates the date, time, and title of the lecture. Then he begins to talk about the essence of manipulation and talks about the benefits of lecture and training. And at the very end refers to other trainings.
If your post turned out to be equally huge, then it is better to break it into several parts and publish them during the day. In our case, they might look like this:
- First post
- Second post
- Third post
- Fourth post
Error number 2: several links in one post
Each post posted on Facebook should contain only one call to action, followed by a link. If there are several, the readers will be confused and will not be able to assimilate important information. This, in turn, will reduce the number of clicks on your links.
Treat every Facebook post as an online ad. He should briefly report on one valuable offer, be it a photo, video, e-book, or product information, and encourage readers to take a certain action.
The example, which we will look at next, contains as many as 4 links:
The author of the post requires too much from readers: view the video, register for courses, study additional information. It would be much better to divide this post into several parts (as in the previous paragraph).
The first part could include a link to the video, so that readers understand what the system of Robert Kiyosaki is. And in the second part, it would be possible to publish a link to the registration page, which, in turn, would contain links to additional information ("Registration Help" and "How to register a Yandex Wallet").
Error number 3: explicit advertising of products and services in the post
This mistake is usually made by businessmen who have registered their companies on Facebook relatively recently. They consider this social network as a traditional marketing tool, like flyers and print ads, and then they wonder why they do not get any results.
In fact, there is nothing wrong with advertising your products and services through Facebook posts. However, you must show a bit of creativity. Your posts should not only praise your company, but also provide value to readers in the form of a bonus or useful information.
Let's take a look at two different Facebook posts that promote products and services. The first one belongs to a military clothing and equipment store:
In this case, we see only advertising and nothing more. The post contains only the name of the product and a link to the order page. There is no hint of value for readers.
Here is another example of an "advertising" post:
As you can see, this post is significantly different from the previous one. Subscribers are not offered regular piano courses, but the opportunity to combine study and rest. Agree, it is much more pleasant to improve your musical skills, seeing the delightful landscapes of Provence outside the window, in anticipation of an exquisite French dinner, and not in the gloomy and boring audience of the music school, in which there is not even a dining room.
By promoting products and services on Facebook, you can also make your subscribers an exclusive offer. Take the example of the marketers of the online fashion store LazyLady:
Due to this offer, online store subscribers feel like members of a privileged group: after all, only they are given a discount. Thus, they will have more incentive to remain clients of this company and be active on its public page.
Error 4: ignoring negative comments
When using Facebook and other social networks, you should always keep one important thing in mind: your work is not limited to posting. You need to constantly monitor them to find out how popular they are, respond to readers' comments and optimize their subsequent marketing activities.
You must respond to all comments of your subscribers, which contain any question, suggestion or negative feedback (comments like “Cool post!” Or “I completely agree!” Do not require an answer). If you leave such comments without attention, your subscribers will think that you do not care about their opinions.
Negative comments should be processed in the first place, so as not to exorcise the commentator and other users who notice them. You should always submit your arguments immediately below the comment. You should not wait until an angry customer publishes an article in the local newspaper that is tearing your company apart. The following example shows what can happen when ignoring negative comments:
As you can see, one negative comment, not processed in time, entails new negative feedback, like a chain reaction. We can say that the reputation of the restaurant indicated in the post is irrevocably damaged. Customers who were going to visit this place will continue to bypass it. Why all? Because the restaurant staff did not bother to explain the situation in time to the disgruntled visitor.
Another thing is when employees of the company immediately respond to negative customer comments, as is the case with the largest restaurant chain in Kazakhstan, AB Restaurants:
An employee of the company immediately responded to the client’s complaint, thereby showing respect for him. In such situations, it is enough just to apologize to the person and demonstrate your willingness to help. If an employee of AB Restaurants had not done this, then one negative comment would have resulted in others, as in the previous example.
When processing negative comments, it is important to remember the following points:
- You should not argue with the client. If he complains, then there is a reason for it. So apologize and try to help him. It is advisable to give him a discount or other bonus to compensate for moral or material damage.
- Stick to the informal tone of communication. If your response to a negative review is written in the style of a corporate statement or press release, then customers will think that you are simply trying to get rid of them. So avoid too much formal and dry phrases.
- Do not delete negative comments. Of course, you want your company to have an impeccable reputation, but getting rid of negative feedback is not the best solution. This will cause even greater dissatisfaction with your customers, and they will no longer use your services.
- Negative comments are not so bad. After all, if a client has received a negative experience while interacting with your company, you still have the opportunity to improve and prove to him that his opinion is not indifferent for you. Agree, it will be much worse if the client does not begin to express his dissatisfaction, but simply stops buying your goods or using your services.
Mistake number 5: asking for likes and rassharivaniya
You should not be obsessive, asking for likes and sharing from the subscribers of your company. You will look like a beggar, and thus ruin your reputation. If you still want to increase the number of likes and rassharivany your posts, then offer your subscribers a bonus so that they have an incentive to respond to your request.
Pay attention to two posts that show the wrong and correct ways to get likes and shareings. In the first case, it is obvious that the author of the post simply beg for likes:
Why should readers like this post? Due to the fact that the event will be "non-banal"? This is not a strong enough argument. In addition, subscribers can view this request as a call to "spam" their friends.
And here is an example of a more successful post with a request to put a Like:
In this case, nothing is imposed on subscribers. They decide whether to like or not. Readers are given a bonus for promoting the post, and if they want to get it, then, naturally, they will click on the "Like" button.
Ask your followers about likes and shareings only if you are ready to offer them something in return.
You must provide them with a compelling reason for them to click on the Like or Share button. You can formulate your call to action as follows:
- Like and get a 10% discount! Offer is valid only for our subscribers.
- Like and access exclusive photos and videos with our products!
- First of all, we publish information about new goods on our Facebook page. Click "Like" to always be in the subject.
Mistake number 6: long URLs
The long links that you include in your posts clutter up your publications and give them a casual look. Here is one example:
This abracadabra of random numbers and letters takes up two whole lines and noticeably spoils the look of the post, isn't it?
And here is another example that already uses a short link:
As you can see, the post has become more concise, accurate and readable. And all thanks to the reduction in the length of the link.
Want to reduce the size of your URLs? You can do it easily using the free service Bitly.com:
It is very easy to use. Simply enter your URL in the empty field and click the "Shorten" button. As a result, you will get a unique and neat URL that will no longer annoy your subscribers.
Do not neglect the little things
So, we have reviewed the main mistakes that could spoil the attractiveness of your posts on the social network Facebook. Be attentive to every detail of your publications, no matter how insignificant they may seem. After all, it is from such trivialities that the real and potential customers think about your company.