In my time as a social media marketer, I've seen a lot of awesome shiz happen. Periscope exploded, Facebook introduced the conversion pixel, Instagram started allowing ads, Kim Kardashian released a book comprising of just selfies. Hashtag awesome. I've also seen some shocking mistakes along the way. This post is on the shockers, because shocking things are a lot sexier than "things-you-did-right" things. Disclaimer: I have done all the below things. #hindsightbaby
1. Using "click-baity" titles/wording
You wouldn't *believe* how many people do this ONE CRAZY THING!!! Can YOU guess what this SHOCKING hack is? Hint: It’s clickbait. Clickbait is defined as "content, especially that of a sensational or provocative nature, whose main purpose is to attract attention and draw visitors to a particular web page." Clickbait used to work really well in the early days when we were still naive to the lies of the internet (hell, it still does work - check out most of BuzzFeeds’ article titles), but it will workagainst you in the long run. Sure, people will usually click on your article/link/email etc. But they’ll be greatly disappointed with what they find inside because it’s usually not as AWESOME or SHOCKING as you lead them to believe. (And yes, I used a clickbait title for this blog post, but in the name of science/hilarious irony, ok? And now I feel unclean).
Instead, be honest with your titles - sure, peak your readers interest (ie: “3 tips for Facebook success”) but don’t lie (“3 tips GUARANTEED to make you BIG MONEY on Facebook!!”). Lying is gross and all it’ll get you is an AWESOME open rate and a REALLY high unsubscribe rate. (Oh, and you risk being marked as “spam” by email providers. They’re super smart now and are experts at detecting clickbait-esque emails).
2. Not linking your Facebook business page to your personal page
When I launched my first business several years ago, I didn’t want people to know I was behind my business (I was painfully shy and thought my friends would laugh at me. Ridiculous, yes.). So I didn’t list my job in the “About/Work and Education” section on my personal Facebook page. Big mistake. I missed out on heaps of potential business opportunities with people already in my personal network simply because they had no idea that I ran my own online vintage clothing store.
I see this happen on a daily basis, especially when I interact with women in private Facebook groups. They mention something about their product or service that piques my interest, I click on their profile picture and am promptly taken to their Facebook page that lists their job as a waitress/nurse/full-time mommy. All well and good, but I want to follow your business page (and possible engage you for a business opportunity)! If you haven’t linked your Facebook business page to your personal profile in your “works at” section, it says two things to me: 1) you don’t take your business seriously and 2) you don’t take your business seriously!!! Please, link them.
This is what should show on your Facebook page:
Wanna know how to do it?
1. Log in to your personal Facebook page
2. Click on the “About” tab
3. Select the “Work and Education” option on the left hand side of the screen
4. Start typing your businesses name in the “Company” box
5. Fill out the below information (pro-tip: be creative with the “Position” option, I am “boss lady” rather than “founder” - what are YOU?)
6. Check the “I currently work here box” to ensure it shows up on your Facebook profile (and fill out the time you’ve been in business for, if you wish)
7. Ensure “Public” is selected from the dropdown box (you want people who aren't your friends to be able to find your business easily)
3. Crappy stock photos
If I see one more photo of a woman leaning over a laptop pretending to pull her hair out because she is sooooo frustrated with her business for not making X amount of dollars, I’m going to turn into that lady leaning over laptop pulling my hair out because I am sooooo frustrated at business owners using crappy stock photos.
People can spot a stock photo from a mile away. If you want your ad to convert, or good engagement on your post/page, or website signups etc pretty please stop using stock photos. Your business is awesome, so why are your photos medicore? I get it, it’s expensive to shoot your own images. You have to organise an outfit, and usually book hair, makeup, and a location. You’ve also got to pay a photographer. If you don’t have the budget, you still don’t have an excuse. I’ve written an eBook to solve this problem for you (it details how you can shoot your own high-end Facebook ads photo shoot for under $100). You can download it here.
I’m guilty of having used (crappy) stock photos before, I know it’s easy to do and you feel good because at least you’ve gotsomething to put on your site/ad/post. Your content is better off blank than with a shoddy stock photo, especially if you’re selling yourself as a fashionable/creative/hip entrepreneur. If you MUST use a stock photo, then avoid using anything that *looks* like a stock photo. There are some great sites out there that sell affordable, high quality stock photos that don’t look “stocky”. (Death to Stock Photo and Stocksy are a good place to start).
Ps: Who did it better?