How do you as an entrepreneur, as a marketer know what will work for you and what won’t. Do you just blindly follow every single formula handed out to you? The truth is, when starting out,knowing what works for you and what doesn’t is complicated and can be a bit hard at times. This is why there is so much advice on what will work and what won’t and in that advice,there lies myths that need to be debunked. Strategies, tactics and tips have all been handed out and so how do you know what real and what’s a myth. Today we shall call this Facebook Marketing 104.
Without further much ado, let us look at a few myths:
1. Likes do not matter.
While it is quite easy to believe this, especially when your posts do not receive much engagegement, this is a far cry from the truth. Likes matter for two very important reasons:
They show social proof- Posts and ads with a visible engagement are more likely to get more clicks and conversions. People are naturally attracted to that which seems to have a positive engagement.
The second reason is that likes helps in the determination of the relevance score. This is a metric tool that Facebook uses to determine how relevant your content is to your audience.
When people hide your content- That counts against you.
When people click, omens or like (react)- The metric score works in your favor.
2. The more you post, the more the engagement with your audience.
When you start out, it is easy to post more frequently in order to get the engagement that you are hoping to achieve.
The truth is , the more you post the lower the engagement rates especially in companies with a small following. This piece of information is actually good news because you get to have time to come up with a better and relevant Facebook post. The better the content, the higher the engagement level.
3. Not posting the perfect time.
How many of you have read articles suggesting that posting at a particular time does wonders to your Facebook posts? I know I have.
Different companies have different audiences and it is your duty to know what time your posts receive the best engagement. And the only way to find out is by actually posting at different times and studying the analytics. The ideal time will keep on changing as Facebook updates their algorithm so do not stick to a particular time. Be flexible!
4. Facebook ads are not a good way to promote B2B products.
Here is what I want you to consider. Facebook has over 1Billion users and millions of companies use Facebook as one if not their main social media marketing platform. Now these companies, what are they made of? They are made of people so you can actually promote B2B products. Unlike the common belief, that B2B is best suited for LinkedIn. 73% of Facebook users, use the platform for professional purposes. When marketing B2B products target users by the industry they work in, job titles or even the purchase behavior. You just have to know which angle to use so that you can get the best ROI.
5. Your most recent content gets to be viewed first.
This myth is easy to believe especially if you do not know the algorithm that Facebook uses. When displaying content, Facebook considers the user’s preferences over the page’s own preferences. Facebook also looks at the posts that received the most engagement and reaction as this tends to show that the content appeals to the users more. When creating content, once again, make sure that it will appeals to your audience.
But there is a loophole to the algorithm, if you want to beat the algorithm; use paid ads. Be sure to get your audience right to get back a higher number of conversion.
6. Marketers are using the a lot of money on video ads.
There is no debate about video marketing. It is the in-thing and it is here to stay. While the use of videos in marketing has risen by over 140% in the recent years, research shows that video ads make up about 15% of the total ads. The reason being getting good videos is quite expensive and so use this to your advantage before the market becomes saturated with video marketing.
7. The longer the video, the better it will perform.
The way we consume information has changed. Consumers prefer watching videos on their feeds versus reading lengthy articles. But here is the thing: the longer the video, the less likely your audience will watch from beginning to end. Keep the videos short and interesting. Use captions as well as most people prefer watching without the sound. An ideal video would be between 30 seconds to 1 minute.
8. Native videos do not perform well.
Native video- This is a video that is uploaded to or created on social media networks and played in feeds, as opposed to links to videos hosted in other sites.
Naturally Facebook wants people to remain within the app and will therefore reward those who use native videos as compared to those who use YouTube links in their marketing strategy. Using native videos helps in getting a more accurate data on which video performed best and how to increase engagement.
9. Facebook primarily uses laptops and desktops.
According to Facebook 2016, 1.15 Billion people used the Facebook app on their phones. This number actually consists of 90% of Facebook users. The trend has shifted to mobile marketing and as an entrepreneur and marketer, you should also adjust your strategy and assume that the first place that your audience will see your post or ad is on their phone. This means that the marketing strategy should be changed as well.
10. Hashtags is meant for Twitter only.
Initially hashtags was mainly used on Twitter only. But the algorithm and trend has changed. One can use hashtags on Facebook to promote a campaign. Hashtags help in optimization on your content. It helps when users are searching for specific content to find in your posts. Hashtags could lead to more interaction as long as it is not overused.
11. Facebook and Search Engine Optimization have nothing to do with each other.
Algorithm, algorithm and more algorithm. By optimizing your page, you actually make it easier to find your content when one searches for it. This is because Facebook is now using a more advanced algorithm. You can optimize your page by using brand keywords and a vanity URL for your Facebook page.
In an era with so much information, it is so easy to get the wrong information. The only way to be sure is doing research and also testing out different approaches to your social media marketing. Join the discussion and add some more myths that you think people should know about.
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