These are the 4 mistakes you're still doing with Facebook and how to avoid them for your coffee business

Have you been wondering lately, if you still should be doing Facebook for your coffee business, because there’s not much happening on your fan page?

Not many fans joined your page recently; your posts seem not to be seen by your audience...?

 These are the 4 most common mistakes on Facebook and how to avoid them for your coffee business.

Let me tell you this, yes, there’s this Facebook algorithm going on, that tends to choose what content to show to your fans and which not.

There are four things that you still might be doing and that might be causing the stagnation with getting more fans or the missing engagement with your posts, though.

1. You don’t know your audience

Seriously, have you checked your Facebook insights lately? Do you actually know who liked your page and who is seeing your posts?

Are you aware that the stuff you’re posting is highly connected to the people you’re posting it for?

What do I mean by this?

Well, I’m sure you know your customers & guests inside out. You know, who’s coming to your coffee shop, you probably have regulars stopping by frequently or buying your coffee.

But, does the same go for your audience on Facebook? Do the customers & guests of your coffee business actually match your fans on Facebook?

My tip: Go over to Facebook insights now and find out as much as possible about your fans.

 Check out your Facebook insights to find out more about the fans behind your coffee brand.

Are they more male or female?

What is their age?

When having a look at your coffee business and your offer, what does that tell you, if your fans are more male for example?


Where do your fans come from? Where do they live? Does that tell you something about your own location, i.e. the location of your café or coffee shop, maybe?

What languages do your fans speak? What’s the best way to communicate with them, if your fans happen to come from multiple countries around the globe?

Check also the posts section in your Facebook insights and find out about the days and times your fans are online and can actually see your posts.

Now compare these findings with the people coming to your shop or buying your products!

Is the content you’re putting out there made for your fans on Facebook or your customers & guests?

If you don't have many fans just, yet, because you're just starting out with Facebook, add other similar coffee businesses to the 'Pages to watch' section in your Facebook insights and see how they're doing, especially in terms of Likes.

2. You’re posting the wrong stuff

And that brings me to the next mistake; you’re still doing on your Facebook page:

If you don’t know whom you’re posting for, you're probably posting the wrong stuff for them.

Promotion vs. engaging content

Remember Facebook is a Marketing tool to connect with your fans, building a trusting relationship with them – over time – and turning them into customers eventually.

Facebook is not a sales tool to promote your products on a frequent basis! 

You can post about special offers or giving discounts from time to time. But make sure you’re not posting them too often.

Latte Art

I often see coffee businesses post about the Latte Art attempts of their Baristas.

Don’t get me wrong, it’s great to show your skills and a well done Latte Art sure will give you some Likes and comments.

But, if you’re only one of other cafes and coffee shops in the newsfeed of your fans doing Latte Art posts as well, you’re not sticking out anymore for them. You’re only another shop showing off their Latte Art skills

Quality photos and videos

I unfortunately still see many bad photos and videos still, shaky, blurred and such.

Your fans might be seeing those posts, but these won’t give you any Likes, especially, if you’re also failing to write a good caption for that photo or video.

Make sure, you make high quality photos and videos for your fans. If you want to invite people to your café or coffee shop or want them to buy in your online shop, present yourself the way you want others to see you and your brand.

3. You’re not posting at all or too often

Too busy to post on Facebook? Just skipped another post because your daily business didn’t allow checking your fan page?

I don’t blame you.

Being a small business owner requires a lot of stuff – taking care of so many things, starting with hiring baristas until taking care of your social media pages, especially in the beginning and maybe even being a one-man or -woman show.

The thing is, not posting on Facebook won’t help you getting more fans, won’t help you using it as a Marketing tool for your coffee business.

What can you do about it? Well, how about committing to post at least 2-3 times a week?

That shouldn't stress you too much time wise, but it leaves more space for ideas for content, if you’re struggling coming up with content for your page.

Yes, there’s also such thing like posting too often. And, yes, your fans might be bothered by you posting too often.

There’s not THE number of posts that work for every coffee business, unfortunately I'd almost like to say.

Just keep your fans and their activity on Facebook in mind as well as your time, when it comes to posting on Facebook.

No matter if it’s one post daily seven days a week or only 3-4 times per week, it should fit your schedule and your audience.

4. You’re not talking with your fans

Speaking of your audience, how often do you reply to comments on your posts or maybe even complaints.

What about private messages sent to your inbox? Do you answer them?

Facebook only works for your coffee business, if you can manage to engage with your fans, too.

It’s not just about posting the right content at the right time to the right people. It’s a lot about talking to those people and starting a conversation.

You might have heard of that before, but people are buying from people. If you want to turn your fans into customers & guests of your coffee business, engage and interact with them!


Well, how about asking some questions about their preferences when it comes to a certain coffee beverage? Or about their next visit at your cafe or coffee shop?

If you’re doing this, though, don’t fail to not respond to those answers. Your fans are more likely to tell about a bad experience with your brand - not matter, if it's online or offline - than about a positive one. 

So, start the conversation with your fans today! Set aside about 10 minutes per day to check your Facebook fan page, reply to comments and answer the questions and messages of your fans.

What is the number one aspect that you are mostly struggling with on your fan page? The right content? Getting to know your audience? Let me know in the comments below!