Three Reasons For Not Having More Facebook Fans

Facebook’s worth as a communications channel for marketing cannot be disputed. Brands are beginning to invest more in advertising, with some spending as much as ten times than the year before. Companies are focusing a lot of their energy into their Facebook fan base through constant communication and by making their content increasingly more interactive. However, a number of other brands are battling to bring their customers in and engage with them once they “like” their brand on Facebook.

Brands are constantly joining Facebook with high expectations of gaining large numbers of fans. They believe that the more fans they have the more successful they are as a brand. Fans are extremely important to a brand as the more people that you are sharing content with, the larger your reach. It is somewhat of a shock therefore, how some of the big brands have much less quantities of fans than others. It is important to remember that the amount of fans does not always directly link to the size of the customer base. Here are three main reasons as to why some companies may struggle to find fans:-

1. People are unaware

A large number of brands fail to create an obvious awareness of their Facebook presence. Many brands make the mistake of believing that by merely putting a link etc. on their website prompting people to “become a fan” is enough for successful self-promotion. This is rarely enough. Brands need to market their page on Facebook by means of email communications, landing pages etc. A Facebook call-to-action needs to be incorporated into the overall marketing plan. Social Plugins can be added to a brand’s website and are very important in helping a brand to connect their customer base to their Facebook page.

2. Conversion failure

Conversion rates are very important for most digital marketing companies. Landing page traffic is measured and the resulting sales and the content is always being worked on to improve the ratio. However, a large amount of brands are not visiting their own Facebook page to check their conversion rates. This is a mistake! The best way that a brand can maximize its fan conversions is by encouraging non-fans to the Facebook page by creating a landing tab offering exclusive content etc. Landing tabs help to increase the number of fan conversions.

3. Ineffective content and communication strategy

Facebook offers many original ways for companies to engage their customers. Facebook is an ideal platform for sharing information and content etc. The brands who are being successful in their use of Facebook understand that the more they engage their fans, the more their fans are likely to want to engage with their brand. It is very important to listen to what your fan wants. Whether it be the inclusion of discussion boards, questions, reviews, events etc., Facebook can create  more customer interaction with your brand than most brand websites can.

News feeds are a very effective communication tool and are widely overlooked by the majority of brands. The news feed needs to be created into a place where fans can engage with you in interesting conversations about your products and services. Frequency in feed posts is very important to keep the fans’ interest going.

By steering clear of these three main pitfalls through creating a greater level of awareness with regards to your Facebook page and being more effective in converting potential fans into real fans, you can find yourself creating a strong, effective marketing channel.