7 Facebook Mistakes to Steer Clear of in 2021

If there's one thing that's constant about Facebook, it's change. Seems like every week there's a new feature . . .

by Kathi Kruse, Kruse Control Inc.
If there's one thing that's constant about Facebook, it's change. Seems like every week there's a new feature or new advertising element, some new trick to learn, or a new way to be more visible. Many Texas dealerships unknowingly make common Facebook mistakes...and this is hindering their success.

Facebook is a valuable tool for the car business and there are a lot of pitfalls to watch out for. Here's a list of the 7 most common Facebook mistakes you should avoid, and what to do instead.

1. Taking off without a "runway"

Facebook success is in the details. Before you take to the airwaves of social media, you need a plan.

It's like this: if you're taking a trip and you don't know the way to your destination, you check the maps app on your phone.

You do this because it saves time, expense and a whole lot of needless suffering.

A social media strategy plan works the same way.

Begin with the end goal in mind. For most dealers, the goals are to gain more site visits, engage more buyers, and sell cars.

Once you've determined your goals, you'll need a social media strategy "runway" to reach them.

2. Making it all about you

Facebook is successful when you've provided entertaining, useful, sharable content. Think about the Facebook pages you follow and why you follow them. It's not so you can see sales promotions.

Fans and customers are no different than you!

People stay engaged when the posts they see are meaningful to them.

Before you post, ask yourself this simple question: "Is this something our customers would appreciate?"

3. Failure to engage regularly

One of the best ways to build a lively, loyal community on Facebook is by engaging regularly with your fans.

Facebook is not a one-way communication tool. Designate someone (or a team) to engage with the Texans who comment on your posts.

Respond to all page messages and reviews—both positive and negative. Every negative comment is an opportunity to turn a critic into a fan.

Even still today, in 2021, I see many Facebook pages where the page admins ignore their comments.

Abandoning your Facebook customers tells them either you're not paying attention or that you don't care.

4. No serious investment

If you've spent any time in the Facebook ecosystem, you know there is an investment to make it successful. Building trust takes time and if Facebook is your chosen platform, then you should be prepared to expend some resources.

A Facebook page should be considered a valuable company asset and as such, there are investments required to retain its value:
  • Time
  • Strategy and Planning
  • Financial Resources
  • Human Resources
  • Attention (there's a reason it's called "paying attention")
  • Analytics and Reporting

5. Not completing your "About" section

Your Facebook “About” section projects the image of your business. Make good use of the "free real estate" that's available.

This is an incredibly important step when setting up and optimizing your page.

You want to ensure that your “About” is complete and sends the right message to anyone visiting your page.
  • Your info should accomplish everything a greeting, handshake and an elevator pitch would do in person.
  • People will quickly scan your info so add your most important details within your first paragraph.
  • The “About” section is a place to create differentiation - the value that separates you from your competitors.
  • Make sure to include email, phone number and website link.
  • Add keywords, terms and phrases that anyone searching for your store and its products would use. Keywords matter in social media as much as they do within your website.

6. Not using Facebook Ads

Facebook advertising is a strategic complement to your current advertising budget. If you aren't leveraging Facebook to drive leads, you're leaving money on the table.

Facebook Dynamic Ads are the most powerful way to merchandise your vehicles online. Here are two successful case studies:
  • One dealer got 818 VDP clicks (views) for an average of $0.41 per click. This dealer got 4 leads from this ad.
  • Two dealers got an average of 1392 VDP clicks (views) for an average of $0.16 per click. This created 15,000 impressions to 5,800 people.

7. Failing to track, measure and analyze your results

Success markers are crucial on your Facebook journey.

Just like the maps app on your phone shows the best route to take toward your destination, Facebook KPIs (Key Performance Indicators) guide you to determine what success looks like.

Here are the top Facebook KPIs:
  • Audience Growth
  • Engagement
  • Ad spend vs results
  • Leads
  • Sales
Facebook mistakes don't have to happen.

Facebook is powerful but only if you're all in. Facebook's awesome power only works to your advantage when you're firing on all cylinders.


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