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Facebook mistakes to avoid

With over 2.7 billion active users, Facebook has a huge built-in audience that you can market to. Find out "how not to make mistakes!"

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Company

Business Catalyst End-of-Life Extended

As the situation with COVID-19 unfolds it is clear we are in unprecedented times which has created profound uncertainty worldwide. We understand that for many clients their Business Catalyst website underpins their business and we’d like to try to help avoid further disruption where we can.

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Company

Marketing yourself online

Your branding is your promise to your customers, telling them what they can expect from your products and services.

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Company

Marketing yourself online

One of the key components for marketing yourself or your business is your company’s branding. When we say branding, we use it as a collective term for your company logo, strapline, colour scheme, iconography, typeface etc. – these can be applied to your website, printed material, e-mails, letterheads and promotional items (e.g. pens or notepads).

Your branding is your promise to your customers, telling them what they can expect from your products and services. Your brand is who you are, who your customers think you are and who you want to be. Branding extends to every aspect of your business, including e-mail signatures, social media profiles, staff uniforms and dress codes and how you answer the telephone and introduce yourself to customers.

While branding is more than just a logo, your logo is the very foundation of your brand – it is the key aspect that will stick in your customers’ minds and will be easily recognisable and relatable to you and your company.

Create a great logo for your business, place it everywhere – the more commonplace your logo becomes, the more likely it is that customers will recognise and remember you.

It is also important that you create a “voice” for your brand, which is used in all forms of written communication, including e-mails and social media posts. The vocabulary and tone used needs to reflect your company’s values; are you formal or friendly? Are your products aimed towards adults or children?

Some advantages of branding include:

  • Awareness – The more work a branding company puts into their work, the more awareness can be created. Memorable aspects of branding such as colours, shapes, iconography and straplines can stick in the consumers’ minds and will ensure that they remember your company or product.
  • Consistency within the marketplace – The more often your branding is seen by consumers, the more often it will be considered for use or purchase. If the branding and identity are kept consistent throughout, this will reassure your customers that the quality of your products or services are also consistent.

Conversely, some disadvantages of branding include:

  • Can become commonplace – While the goal of branding or re-branding a product, company or service is to become the standard, the goal is not to become a generic term for a product or line or products – e.g. “Coke” is often used by people who want any cola drink offered.
  • Negative attributes – If a product or company is involved with some negative event or publicity, this can easily ruin the reputation of the product or company and thus will cause consumers to associate their branding and logos with said negativity, potentially causing loss of profits and customer base.

It is more important than ever that your voice reflects the brand you are creating. Spend time reflecting on what you want to be and your tone in the marketplace. Then encourage the use of this tone through all your marketing channels.

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Company

Facebook mistakes to avoid

Creating a Facebook page for your business is a free and effective way to engage with your audience as well as find new potential customers. With over 2.7 billion active users, Facebook has a huge built-in audience that you can market to. Social media pages and profiles can easily be linked to and shared on your company website and can be used to engage with your customers on a regular basis, posting information and updates that will interest them.

The following is a list of Facebook mistakes you should avoid making on your Facebook business page. Some of these mistakes are easy to overlook but can drastically impact the way your audience views your company and your brand. If you are going to use Facebook as a way to promote your business, try to avoid making the following mistakes:


Create a page, not a profile

Profiles are for people, pages are for businesses – it’s as simple as that. Pages come with built in modules to include your address and a map or directions on how to find you, your contact details and your opening times. Customers are also able to post reviews to a page and “like” a page – a profile cannot do any of these things, as they are designed for the personal use of an individual.


Check which account you are posting from

Facebook requires you to have your own personal Facebook profile in order to create a business page – thus you only need one login to access both your personal account and the pages that you manage. However, when posting to your business page, make sure that you are posting AS the business, and not as yourself – you can check this in the upper-left hand corner of the screen, this will tell you who you are currently using Facebook as.


Try not to leave boxes blank

When setting up your page, try to fill in as many of the information boxes are you can. The more information you provide your customers with, the more they can learn about you and your business – and providing multiple contact methods increases the likelihood that they will get in touch with you if they feel that your services will benefit them.


Ensure your photos are high quality and of suitable dimensions

Profile and cover photos are what express your company’s branding and values to your Facebook audience – make sure that you use high-quality images and that they are scaled to the correct size to ensure they do not become blurred or warped – a page with poor quality images does not reflect well on the business. A guide to Facebook photo dimensions can be found here. https://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dimensions-infographic


Publish a variety of posts

When posting, make sure you post a wide variety of different things – photos, website links, blogs, articles, videos, polls or simple text updates – using a variety of posts will help engage your audience, particularly if you encourage their participation via comments or providing their opinions. If you just post text updates or just post photographs, your audience will soon become bored – but it is important to experiment with different types of posts to find out what your audience enjoys interacting with.


Post outside of your business hours

Most people use Facebook during their leisure time, most often at home – so post updates regularly throughout the day, not just during your business hours. Facebook’s news feed will show customers the most recent stories, making it likely they won’t see a post that was published early in the morning if they check their feeds in the evening.


Avoid neglecting your page, monitor posts and comments and remember to post regularly

If a customer asks a question, it is imperative that you answer them – not answering them on Facebook gives the impression that you ignore your customers. It is also important to set your publishing options appropriately – do you want to allow customers to post to your page or only allow them to comment on the posts you publish? Also, plan ahead how often you are going to post – leaving your page blank for too long will give your customers the impression that you don’t use Facebook much and that it isn’t worth ‘liking’ or following you.


Use negativity to your advantage

If a customer uses your page to post complaints, use this to your advantage – interact with them, offer your sympathies, offer a replacement product, offer a complementary phone call or e-mail – make an attempt to solve their problem. Responding to them will show your audience that you are concerned about customer satisfaction, as well as proving that you are regularly engaging with your audience.

Most of all have fun with your online presence. Be relaxed informative and yourself. People buy from people.

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Company

Business Catalyst End-of-Life Extended

Important Update: Business Catalyst End-of-Life Extended


As the situation with COVID-19 unfolds it is clear we are in unprecedented times which has created profound uncertainty worldwide. We understand that for many clients their Business Catalyst website underpins their business and we’d like to try to help avoid further disruption where we can.
We do remain committed to our goal to discontinue the platform, but to try to alleviate the stress as we all come to terms with working under these new circumstances, we are announcing an extension to Business Catalyst End-of-Life date by six months. The new end of life date is now 26 September 2021, after which date the service will be taken offline.

For further information regarding End-of-Life, refer to: https://businesscatalyst.com/.

Our team is here to support you during these challenging times, and we hope this helps you with your site migration plans. Please do not hesitate to reach out to us with any questions.

Stay safe and healthy,
The Adobe Business Catalyst Team

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