Facebook, the world’s most popular and most used social media channel, started as a platform to bring people closer together and form positive relationships. With brands always looking for ways to reach wider audiences, it was only a matter of time before Facebook emerged as one of the most used mediums for communicating with customers. Today, millions of businesses interact with people and advertise on Facebook to small target audiences.
With over 2.9 billion active monthly users, platform advertising and organic marketing offer huge potential but the platform still faces its challenges. Specifically, many brands face five major challenges: targeting the right audience, keeping Facebook groups active, sharing engaging videos, modifying comments, and retargeting interested users.
Facebook Challenge #1 – Target the Right Audience
To run a successful social media marketing and advertising campaign, marketers need to target users who are interested in the service or product they are selling. Often times, brands end up targeting the wrong audience because their parameters are too broad and targeting is not specific enough.
There are different ways to target when creating a Facebook campaign, including similar, custom, and basic audiences. A lookalike audience is a group of users who share the interests or characteristics of existing customers or contacts. With custom audiences, brands can reach users who are already engaged with their business, whether in stores or online. Core audiences are pulled from demographic data such as gender, age, geography, lifestyle, interests, and demographics based on purchase.
Facebook Challenge #2 – Keeping Facebook Groups Active
Having a group on Facebook allows businesses to build a tight-knit community of like-minded people. This is where members can interact with others frequently, share information, learn from each other, and rally around a common cause or purpose. And while Facebook groups are great at increasing engagement, the challenge is keeping the group active. Doing so may take a lot of effort and time but the results are well worth the effort.
One way to do this is to encourage members to share their experiences or suggestions on how to improve the group. Engaging members in short-term challenges or surveys and hosting scheduled events gives users a reason to tune in.
Facebook Challenge #3 – Share interactive videos
Engaging videos grab people’s attention, evoke emotions, prompt action, and ultimately influence purchasing decisions. Videos go further than other forms of content because visual content is more desirable than other formats. According to the Wyzowl Video Marketing Statistics 2021 survey, 69 percent of consumers would prefer watching a video compared to 18 percent who would prefer to read a post, website, or article.
While there is a wide range of formats, including instructional, customer, product, and explanation videos, demos, and vlogs, creating a video is a huge challenge for many businesses due to factors such as experience and cost. Companies will have to hire professionals that can cost a lot of money. Alternatively, using screen recording and video editing software to create videos can reduce costs.
Facebook Challenge #4 – Moderate Comments
It is not uncommon for companies to fall victim to trolls and other groups who send spam, leave inappropriate comments, and use abusive, degrading or discriminatory language.
One way to solve this is to create guidelines, post an FAQ section, and implement an escalation process to deal with users who want to engage in a fight. Block trolls that violate Facebook’s Community Standards and hide any inappropriate conversations and comments. Another method is to block specific keywords such as spam, scammer, thief, liar, and fraud. Add labels and words that are offensive in nature and all these comments will disappear automatically.
It is important to address negative feedback as it can be a sign of disengagement or dissatisfaction a customer feels about a particular product or service. However, to properly process feedback, whether positive or negative, we need to understand it. When we hear or read something new, it is helpful to ask others if they share the same opinion and why. Feedback from strangers can be quite helpful, as marketers use the insight to address the issue at hand.
Facebook Challenge #5 – Retargeting Interested Users
Retargeting campaigns enable brands to advertise to customers who have previously visited their Facebook page, online store or website and are left without a purchase. Retargeting or remarketing can be an effective strategy for getting customers back when done right. However, there are some things that can drive interested customers away, such as broaching sensitive topics, repeating the same message over and over, failing to segment customers, and targeting visitors who have already checked out.
Segmentation is key to Facebook advertising, and remarketing is no exception. Segmentation of customers by estimated age value, or cart abandonment in exchange for browsing or time spent on site, enables marketers to focus on retargeting the best possible audiences.
Targeting users who have already checked out is a common mistake in social media marketing. These customers are unlikely to take any action and can be safely excluded from all retargeting campaigns. Also, getting the same ads is annoying and frustrating for customers. Instead, it is better to display ads with promotional add-ons, limited-time sales, testimonials or other products.
Finally, sensitive and controversial topics should be avoided when launching a marketing campaign. In fact, Facebook recently announced that it will no longer allow those keys related to race and ethnicity, political affiliation, sexual orientation, religion, health, and other sensitive topics to be targeted (Sky News).
A summary of the above
From targeting the wrong audience to retargeting customers who have already bought, there is no shortage of issues to focus on when crafting a marketing strategy. Creating an effective strategy is not always easy but there are alternative solutions and workarounds. Most importantly, marketers need to reconsider and change their approach and find actionable solutions to connect with relevant audiences and grow their business.