3 Common Challenges and Solutions for Businesses on Facebook

3 Common Challenges and Solutions for Businesses on Facebook
felix avatar Felix Cheruiyot on November 12th, 2018

Marketing a business on Facebook sounds easy, until you actually start doing it. It’s a well-known fact that marketing a business on Facebook goes beyond just sponsoring your ads and letting them fly.

If you don’t believe me, here are a few things you should probably know about advertising on Facebook.

  • An average user will spend roughly 50 minutes on Facebook daily
  • Over 90% of social marketers use Facebook as their social platform of choice
  • More than 30 million businesses have a Facebook page. 19 million of those optimize their pages for mobile users. 1.5 million of these actually pay Facebook to get their word out there

Such numbers mean one thing; businesses actually trust Facebook as an advertising platform. So, why is it so hard to successfully advertise on Facebook?

Here are the top 3 challenges of running a business on Facebook and how to overcome them.

1. Getting your Plan Right

I know this sounds cliche but the main reason why businesses running on Facebook fail is because they fail to plan. Planning means laying down both simple and complex strategies on the table. This will ensure you have a clear vision of the mission ahead. Your pockets may be deep, but Facebook is a social platform where marketing rules are a little different.

What to do to overcome

  • Know your target audience
  • Set up specific goals. This can be simply the number of engagements such as number of comments and likes.
  • Have an endgame. Knowing when to post and the kind of content that fits your target audience is very important. For example, on Facebook 9am to 10am, 12pm-1pm and 4pm to 5pm are know to be the best time to post in East Africa time zone.

2. No Sales from Facebook Posts

So you’ve set out to do business on Facebook, and a few months down the line, the likes and comments are hard to come by. What do you do? You pay for adverts and Facebook helps you push your agenda. You get the traction, yes, but still not enough sales to justify your efforts. Well, as we mentioned earlier, selling on Facebook is not just about paying for ads. You’ll need to actually convert the page views, likes and comments to money.

What to do to overcome

  • Use videos and photos, not just words
  • Engage users beyond comments and likes

Proper leads collection and engagement tools like chatbots can be used to follow up on potential customers and attempt to sell to them after the initial contact.

3. Roadblocks

Most people give up at the first sign of failure. Instead of removing the obstacles and jumping through the hoops, most people lay down their tools and call it a day. Or they’ll lose interest and try something else. Fact is, you can do that for only so long. The most common stumbling blocks are money to pay for ads, no help from friends/partners/family, time, resources and past experience.

What to do to overcome

  • Start with what you have
  • Be consistent, don’t give up yet.
  • Automate your social media activities. Start by planning your social media posts and schedule them on weekly or monthly basis. This helps you to not only maintain consistency but also to do things in orderly manner and provide some sense of direction.

Parting shot


You can’t rely on organic traffic alone to win on social media. Take advantage of other distribution channels and advertising as well.

Social media influences consumers’ purchasing decisions.

If you need a Facebook ad strategy and how to pay with M-Pesa, refer to this guide.

Once you implement these strategies, it will be easier to generate sales from your Facebook users.

Until next time.


  1. https://www.nytimes.com/2016/05/06/business/facebook-bends-the-rules-of-audience-engagement-to-its-advantage.html
  2. https://www.inc.com/larry-kim/the-best-social-media-networks-for-marketers-in-2015.html
  3. https://techcrunch.com/2014/06/03/facebook-30m-small-businesses/

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