Yup, that's right. They end up misusing their funds and not see the results they expected. Some even end up spending too much thinking that more money spent = more sales even before properly identifying their target audience.
Definitely make sure you create a Facebook page to help boost your business, along with some other social media channels (depending on what you sell or what service your company offers, just make sure you don't go overboard with creating them and then not making them interesting, active and engaging).
If you do go ahead and create the page, publish useful content both from your blog, if you have one, and other interesting pieces of information such as news and events that may be relevant for your target audience. Also, keep them engaged! Answer comments and talk to other people that are part of your niche.
Do consider investing some money. Facebook Ads can be targeted to very specific audiences and reach quite a bit of people - do some reading on the subject, it really is a smart and solid investment that can drive quite a bit of traffic and sales.
Facebook really can boost up your sales if marketing is done in a really good manner on the platfor. But to be really effective,you gotta spend some money on its paid advertisement campaigns and learn a bit yourself or make some professional do it for you.
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