Although there are many social media channels vying for your business’s resources, there’s no doubt that with 1.86 billion monthly active Facebook users there’s a good chance many of your customers hang out on the platform and will see your Facebook posts and ads. And, thanks to Facebook’s targeting tools you can define the audience you wish to reach by demographic info, interests, and geographic location. You can even make lookalike audiences that, as the name suggests, are audiences that share traits with those who visit your website, a custom audience you create, or people who are fans of your page.

Although prices have gone up for Facebook ads due to increased competition, they are still some of most reasonable ad buys available anywhere. Just like all social media platforms, Facebook is constantly updating its algorithms to provide the best user experience possible as well as to manage the large amount of content generated each day.

Many small businesses are starting to embrace the benefits of Facebook advertising, but they are making mistakes. So, let’s look at 7 mistakes to avoid when you advertise your small business on Facebook.

  1. Being everything to everybody

The beauty of Facebook ads is that you can target your ad and its delivery to a very specific audience. Don’t create one ad to reach the masses. To get the best return on your advertising investment, create messages and images that appeal to a highly-targeted audience. Yes, that will mean you have multiple ads running, but the bonus is those ads will more likely get the results you want.

  1.  No relevancy

Facebook even provides a relevance score for your ads through its analytics. This rates how pertinent your ad is to an audience. The higher the score the better chance Facebook will deliver it to your target audience. It’s the platform’s goal to deliver ads that matter to its users. If your message is not relevant to your target audience, they won’t see it in their feeds.

  1. Stopping after one attempt

Don’t give up if your first attempt at an ad isn’t successful. Creating and managing Facebook ads is more art than science, and it takes time to understand what resonates best with your target audience.

  1. No testing

When you don’t test your ads and continue to tweak them after they’ve gone live, you’re losing out on valuable learning experiences and better performance. You should alter the image, the calls to action, and the headlines to see which ads perform better before launching your full campaign. This not only saves you money, it will improve your results. Keep in mind that even if ads for certain audiences cost more, if they convert better, you are actually getting more for your ad spend than a low-cost ad with no conversions.

  1. Selling rather than building community

Facebook is a social media channel and as such building a community is priority number one. Think about ways to ensure you’re coming across as authentic and approachable, even in your advertising.

  1.  No calls to action

Every ad should include a call to action. This is non-negotiable. If you don’t tell your audience what you want them to do – like your page, register for your webinar, download your eBook – they won’t take action

  1. Forgetting what’s next

The old marketing adage, the Rule of Seven, means a potential customer needs to hear your marketing message at least seven times before they will be ready to make a purchase from you. So, that requires that your Facebook ads need to be followed by a follow-up strategy to nurture them along the sales process.

Facebook is a powerful promotional platform for any small business. If you do it right and avoid these 7 mistakes you will soon reap the rewards.

Want to learn how best to use Facebook for your small business? Read our Facebook digital marketing guide for SMEs