If there’s one thing that’s constant on Facebook, it’s change.

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 companies continue to make several common Facebook marketing mistakes that are hindering their success.

Facebook marketing is on the rise among businesses and there are a lot of pitfalls to watch out for. Here’s a list of the 7 most common Facebook marketing mistakes you should avoid.

1. Taking Off Without a Runway

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

If you’re taking a trip and you don’t know how to get to your destination, you check your Maps app or GPS. Why? Because it saves time, money and a whole lot of needless suffering.

Plan your trip and begin with the end in mind. If you want more leads and sales, you have to create a formula to grow your business with Facebook. You need to:

  • Know why people choose you over your competitor
  • Understand your target customers
  • Provide content for all stages of the buying cycle
  • Increase likes, reach and engagement
  • Turn fans into customers

2. Making It All About You

It’s not WIIFM, it’s WIIFT (What’s in it for THEM).

Facebook marketing 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.

Violating Facebook’s Terms is also a good thing to avoid. I can’t tell you how many pages I see that are broadcasting sales messages through the newsfeed. Save those messages for Facebook ads and you’ll avoid the pain of having your fans think you’re spammy and running for nearest exit.

3. Failing to Engage

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. Create a solid engagement strategy that includes designating someone (or a team) to engage with the people who comment on your posts.

Respond to all page messages—both positive and negative. Every negative comment is an opportunity to turn a critic into a fan. Facebook is grading pages now on their response time but even it they weren’t, you need to look like you care.

4. No Investment

Any form of marketing requires an investment. Today, it’s not only a monetary investment that’s crucial, it’s also manpower.

If your team doesn’t have the expertise, you need to invest in training.

Businesses that continue to think that Facebook is “free” are deluding themselves and letting their competitors take all the customers.

5. Ignoring Your Customers

A few months ago, Marketingland did a study and found that 87% of Facebook customer messages are ignored.

Abandoning your customers on Facebook tells them either you’re not paying attention or that you don’t care. Not a good way to be if you’re trying to increase leads and sales.

6. No Conversion Strategy

Part of your investment in Facebook is for Facebook ads. Simply put, you will not succeed (ie: generate leads and sales) without Facebook ads.

Converting fans into customers takes a solid formula. Yes, you must leverage your content and promote it. You also have to take the next step of attracting would-be buyers to your product landing pages. This isn’t done without a well-designed conversion strategy.

7. Failing to Track, Measure and Analyze Your Results

Too often, companies jump onto Facebook without a plan or a clear idea of what success really means for them. Look for success markers on your Facebook marketing journey.

Just like the Maps app on your phone shows the best route to take toward your destination, Facebook KPI’s (Key Performance Indicators) guide you to what success looks like for your Facebook marketing. KPI’s give you a solid foundation from which to measure results.

Facebook marketing is powerful.

However, this awesome power only works to your advantage when you’re firing on all cylinders. Avoid these 7 common Facebook marketing mistakes to increase traffic, leads and sales. Grow your business with Facebook and keep your sales pipeline full of raving fans.

This column first appeared on  Kruse Control Inc.