Facebook Marketing Mistakes: What to Avoid and Why

Are you struggling to make Facebook marketing work for your business?

Many marketers don’t know how to connect with their audience on Facebook in a meaningful way for their business.

To learn how to get Facebook marketing right, I interview Brian Carter for our new Social Media Marketing podcast.

More About This New Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a brand-new show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

In this episode, I interview Brian Carter, author of The Like Economy and LinkedIn for Business.

Brian shares insights into the common struggles and misconceptions marketers have with Facebook marketing today.

You’ll learn what to focus your efforts on and a few simple tactics that work.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Listen Now

You can also subscribe via iTunes, RSS, Stitcher or Blackberry.

Here are some of the things you’ll discover in this show:

Facebook Marketing for Business

The misconceptions marketers have about Facebook.

Brian explains why constant promotion is boring and what marketers should do instead. He describes how marketers should be using Facebook, and if you are not already on Facebook how to check it out and interact.

You’ll learn why it’s all about selling the dream and bridging the gap. One thing to do is to have a vision of the life that your customer is trying to live and portray that through photos and maybe even videos.

Brian shares some examples of businesses doing this well.  One of these businesses creates their own someecards. Discover how you can test this kind of tactic in your Facebook marketing.

someecards

Someecards is a popular, funny, online card site where you can create cool stuff with your own message attached.

Listen to the show to find out how you can create cool stuff to get people to start sharing more of your content.

The biggest mistakes marketers repeatedly make on Facebook.

Brian describes the 5 things you need to do to sell on Facebook as shown on his Facebook Diagram below and outlines the mistakes marketers make at each one of these steps.

Once you have your fans and you have reached them, you still need to persuade them.

bitly facebook diagram

Brian Carter's Facebook Diagram

Listen to the show to find out how to make Facebook marketing work for your business.

The Facebook metrics you need to pay attention to and why

Consider the possibility that your business might be having trouble because people may not be aware of you or they’re not engaging. You might not be showing up in their news feed or maybe you’re showing but they’re not buying for some reason.

Look at the metrics to figure out which part you’re having trouble with.

You’ll learn how to balance the number of fans on your Facebook page with the effective reach of your Facebook marketing and what Brian considers “trash-can metrics.”

Listen to the show to learn how to determine the metrics that matter most to your business.

How B2B businesses can approach Facebook marketing

Brian discusses the different options to target B2B customers on Facebook and feed people into your sales funnel.

When it comes to ads, you need to have passionate fans. Your fans have to be passionate, affordable and they need to be buyers.  Discover how to get to know your customers in Facebook terms. Ask “What other things do your customers like?”

There are a couple of tools for finding out your fans’ likes: Optim.al and Infinigraph.

Listen to the show to find out more about qualifying your audience on Facebook.

Brian shares his best Facebook marketing tip: Share a photo and give a call to action such as “Click Like if…”

To find out more about Facebook, check out our first podcast episode with Mari Smith, who shares insights on Facebook mobile.

Survival Tip: Use Images on Facebook

Recently Mari Smith and I experimented with this and it really does work. If you want to get maximum exposure for what you share on Facebook, use images to dominate Facebook news feeds. Images grab attention.

Listen to the show to learn more and let us know how this works for you.

sme image in facebook

Social Media Examiner posts updates of articles with a screenshot of the article.

Shout Out

We have an all-new event coming soon that Social Media Examiner has been putting on for the third year now, Facebook Success Summit. It’s the web’s largest online Facebook marketing conference.

Watch the video below to find out how we use Facebook for Social Media Examiner and what we’ve learned. You’ll also hear more about how you can learn successful Facebook marketing strategies and tactics.

Check out Facebook Success Summit 2012—tickets are currently on sale for 50% off for just a little while longer.

Key takeaways mentioned in this episode:

Help Us Spread the Word!

Please let your Twitter followers know about this podcast. Simply click here now to post a tweet on Twitter.

If you enjoyed this episode of the Social Media Marketing podcast, please head over to iTunes, leave a rating, write a review and subscribe.

Ways to subscribe to the Social Media Marketing podcast:

What do you think? What are your thoughts on building a community? Please leave your comments below.

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About the Author, Michael Stelzner

Michael Stelzner is the founder and CEO of Social Media Examiner, and host of the Social Media Marketing podcast. He also authored of the books Launch and Writing White Papers. Other posts by »




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  • http://www.websitemarketingtricks.com/ Marius

    Wow, it was impressive!

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Marius!

  • http://www.danarogersphotography.com/ Dana Rogers

    Thanks for the great information. Do you have a favorite screen capture program/method?

  • http://triberocket.com/ James Hahn II

    Oh my goodness! Soo many takeaways!! Love the way the show is evolving. Energy is starting to match your Aussie friend :)

  • http://triberocket.com/ James Hahn II

    I’m rather partial to Awesome Screenshot’s Chrome plugin. Great resolution and annotation options, too. http://ow.ly/dd1ER

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey James – Thanks so much!  Glad you like it.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hi Dana – I am a big fan of ScreenFlow for the Mac

  • Glory Gray

    Thanks for giving us Android users the podcast RSS feed. Now I can listen daily!

  • http://twitter.com/hytare Pamela Diaz

    I just subscribed to your podcast! I didn’t even knew there was an app for that, I never listen to them xD

  • Travis Lodolinski

    Michael, it’s good to know my practices on facebook.com/2petlovers are in practice elsewhere. I have some Facebook advertising follies I would like to talk about that I haven’t seen on here yet.

  • http://twitter.com/CarrieVitt Carrie Vitt

    Great info. Thanks! I’ll be subscribing to your podcasts!

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Glory – Just so you know we are only weekly :)

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Welcome to the wonderful world of podcasts and glad to have you as a listener Pamela.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks much Carrie!

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  • Janeen

    I am brand new at this social marketing thing! I am a SPONGE-trying to absorb everything I hear and see..!SO THANK YOU for explaining thing so simply for me! 

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Janeen!  Welcome to an exciting world

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey Travis – Boy I bet there are a ton of other mistakes we did not even address.

  • http://www.annettapowellonline.com/ Annetta Powell

    Great tips! I use Fb a lot for driving traffic and this is giving me better idea. 

  • OBVAVirtualAssistant

    This is so very informative. Have been using Facebook  since a long time but have not explored so much. Thanks for giving us Android users the podcast RSS feed.

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  • Optykat

    Is there a text transcript of the podcasts, by any chance? I’m hard of hearing and these podcasts are very difficult for me to follow since I have to crank it up loud and keep replaying parts to be sure I heard correctly. Help a lady out?

  • http://www.socialbakers.com/facebook-pages/ Jeff Hardy

    So much insights and useful advices. I learned a lot from your
    podcast – I think that I will become a regular listener, because it is so much
    helpful. Thanks for the great load of information, Michael.

  • stanmann

    I’m really interested in the contents of your podcast about Facebook. But not so interested that I’ll take the time to listen. Audio is not time efficient for me. I need to read. Please send me information only in TEXT – something I can READ.

    Your articles have been great. I look forward to reading more. If a podcast doesn’t have information worth putting out in print, it’s not worth putting out.

    ~Stan Mann

  • http://www.BurstOfWealth.com/?rd=kz7YF2oK Rox Phaff

    Great site! I’ll bookmark this.
    Rox

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    You should try plugging your headsets in and then listen as it should come through clearly.  We don’t have transcripts.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey Stan – Thanks for your reply.  While I’m sure you are not alone, there are 10s of thousands of folks listening to these podcasts that prefer not to read.  If I were you I’d skim the Friday podcasts and get your fill of reading the other five days a week we publish.  All my best! -Mike

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Rox

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks much Jeff!

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Glad you liked the podcast

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Annetta – Glad you liked it

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  • https://www.facebook.com/DivineByRekha Rekha

    This was episode was very helpful – -thanks for the great tips! I’ve started to upload more photos in my posts and I do notice more engagement!

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Glad to hear Rekha! :)

  • http://www.musicradiocreative.com/ Mike Russell

    These episodes are getting better and better. Michael, you always give out information that is really easy to action right after listening to your podcast. I tried the someecards tip on my Facebook timeline and have seen the largest amount of shares I’ve ever had. Keep these tips coming!

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  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Mike and glad that those tips are working for you! :)

  • http://msileanespeaks.com/ Ileane

    Hi Michael, great job on introducing so many to the concept of podcasting and listening to podcasts. As a blogger who has a podcast I can relate to how you might feel hearin some of the feedback from people not wanting to listen to podcasts. It can be a challenge to get some of your readers used to the concept, but hang in there because there are so many who also enjoy the convenience of having access to the audio format of your content. :) I listened to this episode this morning in the car on my way to work and it’s the perfect time for me to listen to interviews like this. 

    With that being said, I wanted to add a tip that I discovered when posting images on Facebook. I always try to make the images square (minimum of 400 px. wide) so that the entire image is visible in the stream. I use Awesome Screenshot sometimes but the killer app for doing this is the Lightshot extension for Chrome. It integrates nicely with Pixlr and helps make the square image in no time.

    Thanks for the podcast Michael!

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hi Ileane – So great to have your comment here!  It was actually my discovery of your blog and podcast that pushed me to start one on my own.  I thought your style was so cool and so authentic that I decided to start my own :).

    Also great feedback on the size of the image you post up on Facebook!

  • http://msileanespeaks.com/ Ileane

    I’m on cloud nine now. Thank you for that. Of course this is framed and hanging on my Facebook wall already. :)

  • Tai Goodwin

    Keep in mind too that different people have different learning styles. Some people absorb information and learn better by listening and some are more visual and love video, some need it to happen in a social context and so live classes and events work better. Your auditory learners will LOVE you even more for connecting to them on the medium that reaches them best.

    P.S. I started a Spreaker account after listening to Ileane. Thanks for taking a lead position on the path to podcasting.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks Tai!  I agree fully.  I happen to be one of those folks who is an auditory learner (despite my trade being a writer)

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  • Mwongeli

    Thanks for the great article. 

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  • http://www.facebook.com/profile.php?id=100002577231727 Lsc Sprachenschule Iserlohn

    Just had time to look into your webpage in more depth and have now downloaded your podcast – didn’t even know what one was until I started listening to it right now.
    Thanks for the great info as I’m learning how to understand the process of marketing to its most effective.

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  • http://essentialsoftheonlinebusiness.com/ Chris (Krzysztof) Trynkiewicz

    Not sure if mentioned yet, but sharing a graphic instead of a link means, that clicking it will not take you to the article, but enlarge the graphic. It still might be worth it though. Thanks for the tip! I shared it on my social media accounts a while back with reference to you :)

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