6 Reasons Why Your Facebook Page Isn’t Reaching Anyone

You can build it, but that doesn’t mean they’ll come. I’m talking about your Facebook business page.

If you haven’t figured out by now, getting people to VISIT, LIKE and ENGAGE with your page isn’t easy. In fact, at times it can be bash-your-head-against-the-wall frustratingly hard.

I’m here to show you the common mistakes most people are making so you can learn from them.

Whether your page suffers from all 6 of these problems or just one, you’ll gain a solid understanding of what you’re doing wrong and how to fix it.

Let’s get started!

#1: Your Page is Vanilla.

Your page doesn’t represent you, or your brand.

It’s bland, void of personality, and basically indistinguishable from any other page. This does not make for an intriguing business people want to engage with. You have to find a way to stand out amidst all the noise on Facebook.

At a minimum, your page should have a:

Custom URL
Complete “About” section
“Call To Action” button
Custom cover photo clearly identifying your brand
Relevant profile picture (probably your logo)

#2: Your Brand Voice is Inconsistent.

Your brand should clearly identify who you are and what you stand for.

Go back and look through the posts on your page.Does it look like one person wrote them all? Or were many different personalities involved?

It’s hard to identify with a brand when it keeps changing tones, which means you can’t build a true following until you understand your voice.

If you’re having trouble, ask yourself these 5 Simple Questions to Identify and Cultivate Your Brand’s Voice.

#3: You’re Confused About Who You Are.

Why are you on Facebook to begin with? GIF: http://gph.is/1JLJrvj

It all starts with this question, “Why am I on Facebook?” Once you ask, your answer will likely be some variation of one of these three general statements:

To generate new business for my product or service.
To provide customer service to existing or potential clients.
To build awareness of my brand.

Here’s your next question, “How do I plan to bring value to my customers?” Are you providing useful information, entertaining content, discounts on your products and/or services, all of these?

Fuse these two answers into one objective. Everything you do on Facebook should stem from this one goal.

#4: You Lack a Content Strategy.

You don’t know what to post, or when. You post too much, or not enough. Remember, it all starts with a strategy.

Sit down and make a list of topics relevant to your business. Pick 3-4 focus topics to start with; you can always expand later.

Decide if you’ll be creating and posting custom images. Aside from your logo, profile picture, and cover page, custom images are the best way to visually brand your company.

Videos are another great source of information. Start searching for relevant ones to share and/or make some of your own.

Determine if you’ll use other people’s content (with attribution) or create your own? A mix of the two works best for most businesses. This provides variety and helps keep your promotional content to a minimum. As they say, nobody likes being sold to.

Now experiment, experiment, experiment!

Find out what brings the most value to your fans so you can present them with more of it. Start with Facebook analytics (they’re free) and review every week.

Look for trends regarding the best times/days to post, which types of post (videos, articles, photos) work best, and what topics are creating the most engagement.

#5: You Don’t Pay to Play.

It’s hard to get traction in the news feed without occasionally paying to be there. You don’t need a huge budget, but it should include a few paid ads and/or boosted posts.

Whether you have 100 fans or 10,000, Facebook ads are a great, cost-effective way to reach a targeted audience.

There are two options for your ad: Ads Manager or Power Editor. Ads Manager can be simpler for beginners to use, but if want to get the most bang for your buck, go with Power Editor.

JonLoomer.com is a great resource if you choose to go the Power Editor route.

Either way, you’ll be able to target very specific demographics, so knowing your audience is crucial to your success.

In addition to ads, you can also pay to “boost” a post. This is just paying for more impressions, or views, of your post. You can choose to boost to your fans only, friends of your fans, or to those who are not your fans.

Again, you don’t need to spend a lot of money on these. You’d be surprised how far even a $10 budget can go!

#6: Your Fans Aren’t Real Fans.

At one point, having a huge number of fans was the name of the game. No longer. Having fans who are ENGAGED is the real key to success on Facebook…or any social media platform, really.

If you want real fans, creating an ad or boosting your content are both methods that work well. Another option is to create a contest. Done right, contests can bring tons of engagement and new fans to your brand! Make sure to read Facebook’s Contest Rules beforehand.

Try looking outside of Facebook. Here are a few suggestions:

Utilize Facebook social plugins on your website and blog.
Cross-promote your content on other social media platforms.
Include a link to your Facebook page in your email signature.
Within your eNewsletter, add a call to action and provide an incentive for your subscriber to become a fan of your Facebook page.
At events, seminars and webinars, ask people to like your page via text. Here’s how you do it:

To Wrap Up…

Now that you understand these 6 common Facebook mistakes, it’s time to fix them! Start by making a list action steps for each mistake you’re currently making. Prioritize, then start checking them off one by one.

If you have any questions or would like to add your own suggestions, drop a line in the comment section below!

Written by Rochelle O'Neil

Rochelle is the newest member to the Lab3 Marketing team! She's a Social Media Specialist who loves working with so many diverse clients and coming up with exciting new marketing ideas!