A business’ Facebook landing page has become the hub of its online marketing campaign. Almost every business, big or small, regardless of location has its own Facebook page in a bid to attract more customers. Unfortunately, not all landing pages are able to provide the desired result.
The hype and hoopla surrounding the use of Facebook for marketing businesses may be off-putting. Some people believe that it is a case of all flash and no substance. However, this is not the case. If used properly, Facebook is a medium that can be extremely beneficial for a business. It can increase the face value of your brand, giving your target audience to get to know about the business.
Yet, the importance of a landing page cannot be ignored. A well-designed and optimized landing page can change the scope of a business’ online marketing campaign. This is why it is essential that every entrepreneur should consider investing on his/her business’ Facebook page for improving the branding of his/her business. In order to achieve what you are looking for, it is essential that your Facebook landing page be designed perfectly. The focus should be on increasing face value of your brand and ultimately attracting more customers. There are some rules that have to be followed when creating a landing page on Facebook.
Social media marketing has taken off over the last few years. It has led to the emergence of various agencies that help businesses get their social media marketing campaigns on track. You have the option of hiring experts, people who have spent time researching about social media and its intricacies, to do the job for you. It takes a burden off your shoulders and ensures that your business has a professionally-made Facebook landing page.
On the face of it, creating a business page on Facebook might seem like the easiest thing to do. There is a good chance you would have made a Facebook profile for yourself. However, the needs of a business’ page are different than your personal profile. Keeping the objective in mind, it is better to take no risks and ascertain that your business will have the best landing page possible. Your Facebook page will be integral to your entire online marketing campaign. Here, you need to take a bird’s eye view and envision the role it will play in the future. Not only will it enhance your brand image but also link to other platforms of internet marketing. Therefore, an experienced mind is required to bring the best out of your landing page and guarantee its optimization.
The temptation is there to cram as much information about your business and its products and services into your Facebook page as possible. The common perception is that information sharing creates trust and confidence in the mind of the viewer. He/she observes that the brand is honest and forthcoming and is compelled to buy its products and/or services. But, there is tact involved when deciding what to put on your page.
The landing page below shows how no cramming and helpful links lead to a perfect brand page.
You cannot just go on putting everything you feel connects to your business on a certain level. The amount of content should be adequate. A balance has to be maintained so that it isn’t too much or too less. Instead of giving entire product descriptions, you can just add links to the relevant page on your website. There the viewer can easily learn about the features and benefits of the said product.
Entrepreneurs have to let go of the ‘more is better’ mantra. They have to adopt the ‘less is more’ mindset when it comes to the Facebook landing page. Share relevant information, post limited content and keep your page to the point. You don’t have to force the visitors to buy your products. You have to convince them, and to appear convincing, you need to have a clear and well laid out landing page for your business.
The reason people visit a business’ Facebook page is because they want solutions. They are looking for a certain product or service and you have a chance of getting their custom. Yet, businesses often forego a great selling opportunity by having a page full on links and content but which does not convince the visitor to buy its products. It is easy to link your Facebook page to your business’ website but if the link is not to the right web page, the visitor loses interest.
The trick in online marketing is to get visitors who are undecided to give you a chance. You have to give them a good reason to check out your products and services or else you will lose them to your competitors. The key is adding value to your Facebook landing page. Make it insightful without being desperate. Don’t appear as if you want to make a sale there and then but at the same time give the visitor all the information he/she needs.
A great idea is to provide helpful links. When customers click on a product or service, they should be led to a page that describes the product or service and on which they can make a purchase. In some cases, links on the Facebook page of a business lead to a fan page instead. It is a surefire way to drive away potential customers.
A golden rule of building your brand image is to appear successful. Businesses that appear confident and thriving seem to attract more people. Your Facebook landing page can alter your brand’s perception in the mind of visitors so you have to be careful. The idea is to not appear desperate to make a sale. The idea that you have got a person to visit your page so you should rush to close the sale is outdated. It reeks of desperation and might even drive away your customers.
There are business pages on Facebook that appear that way. It seems that their only intention of signing up on Facebook was to sell as many products as possible. It is true that maximizing revenue is the main aim for every business but going all out to make a sale is not the way to do it. On average, a Facebook user gives less than five seconds to a business page. He/she is looking for a solid reason to spend more time on that page.
If the brand doesn’t catch their attention, they will simply switch to another business. In a bid to make the most of those five seconds, most businesses go for hard selling right at the top of their page. They place a call to action which the visitor views as soon as he/she clicks on the page. It may work in some cases but most of the time the visitor would perceive the business as trying to make a quick buck without much emphasis on providing value. This has to change if you want to increase the face value of your brand.
A landing page isn’t the only thing that businesses can use on Facebook. There are many features that have been designed exclusively for use by businesses in order to boost their online presence. While the landing page is important, it will work better when used in conjunction with the other features. Incorporating other Facebook features into your marketing campaign helps you to interact with your fans and keep their attention. People lose interest very quickly these days.
Among the features you can use are polls, events and ads. The features enhance your presence on Facebook as well as making you accessible to more people. Furthermore, it gives you a better chance of creating brand awareness and increasing its face value. The more visible you are, the more superior your brand image will be.
As with your Facebook page, you have to be tactful with the other features. The features should be based around your landing page and should appear as its extension. It is possible that your ads appear completely different from the way the landing page appeals to people. This is why maintaining symmetry is important. Uniformity is essential when it comes to improving your brand’s face value.
What is the image that you are trying to establish for your business? The entrepreneur needs to have a clear vision about the way he/she wants fans to perceive the business. This is important and has to be done before you can start working on your Facebook landing page. Keep in mind that the landing page is just one cog of the machine. The whole online marketing structure, from your website to other social media profiles, has to be consistent with the brand image you want to project.
This is why it is vital that the image is decided beforehand. The customers should be able to view your business in the same light as they do when they hear of it through other media. The landing page should present the same image of your business as your newspaper ads do. This is perhaps the most vital don’t of Facebook landing pages.
The powerful and successful brands have been able to maintain consistency over extended periods of time. Think of any successful brand such as Coke or Nike and you will see how their promotion and marketing campaigns sync up all the time. This is what you should strive to achieve. It makes a strong impression on customers. Stability in brand imagery reflects stability in business, something that appeals to customers strongly.
Using Facebook for improving your brand image gives you the chance to conduct market research simultaneously. Your fans on Facebook can answer questions through a survey or poll regarding anything you want their opinion about. Receiving customer feedback is one of the blessings of Facebook and every business should make full use of it. Yet, you have to be careful to not offend your customers in any way so that they do not leave your page never to return.
Seeing hundreds of people actively using your business’ landing page will make you feel very happy. Along with the boost in sales, you have the perfect chance to carry out some market research. However, if you indulge yourself in research, you could end up driving your customers away. They don’t want to be answering questions every time they visit your landing page. There has to be some break between questionnaires/surveys.
Moreover, you should make sure that you don’t ask too many questions at once. This is more important if you are asking for personal information or opinion of your fans. You should try and ask specific questions that don’t require lengthy answers. Plus, ask your fans for as little data as possible. A good idea is to stick to the things that you have to know. Don’t add any fluff to the questions you ask. This way, you can conduct market research without being intrusive or obstructing.
However funny it sounds, but some entrepreneurs have been guilty of ignoring their landing pages after launching them. Creating a Facebook landing page isn’t rocket science. Anyone can do it but the businesses that benefit from it are those that pay special attention towards maintaining and upgrading it. Otherwise, it becomes another case of bad online marketing. Businesses that have found success on the internet are the ones that have continuously innovated and updated their internet marketing campaigns.
You may not be ignoring your page per se, but it is possible that some tweaking is in order. When it comes to a landing page on Facebook, you have to cater to all niches. So, even a minor change can make a big difference to the effectiveness of your page. If you want to increase the face value of your brand, you have to continue making small changes along the way. It relieves you of making major changes all at once that may disrupt the proceedings and reduce the efficacy that you are trying to achieve.
Hiring an expert to do the work for you or simply for guidance and advice can go a long way in ensuring that you stay up to date with the needs for modern Facebook landing pages. The dynamics of internet marketing keep changing frequently and you have to adapt accordingly. The internet users of today are knowledgeable and are aware of what makes a good business page. You cannot convince them with a substandard page. You have to constantly maintain your landing page to have any chance.
The landing pages on Facebook are meant to be used as a platform where businesses and their customers can interact. Therefore, you have to make the most of your landing page and stay in constant communication with the fans. Within a few days you will have an idea of how popular your page is proving to be. Given that you follow the dos and don’ts listed above you would be able to get a sizable number of people to join your page shortly after signing up. Alternatively, you could buy Facebook likes and fans to fast-track and achieve your campaign goals.
Once they are there, you can start devoting your attention to keeping them engaged. In online marketing, especially through Facebook, your fans play a vital role. They provide the word-of-mouth impetus your business needs and gather more fans for your page. The number of fans you have at the end of three or six months plays a huge role in determining the face value of your brand at that stage. Needless to say that the more fans you have, the more the face of your brand will be.
You can start up polls to ask questions about your products or services. You can also communicate the launch of a new product or service. Some businesses even ask a question and then give away the new product free of cost to the winner. This is a great way to create a buzz for new products and also to keep the fans engaged. Interaction with fans is probably not at the top of your priority list when it comes to your Facebook landing page. However, you have to pay it considerable attention if you want to increase the face value of your brand.
It has been repeated time and time again that creating a landing page on Facebook is not a great achievement. The achievement would be to complete the objective for which you created the page in the first place. Some businesses have created pages on Facebook simply because their competitors and all others businesses have too. The fact that the page is free further convinces them to walk down this path.
Before you sign up for a landing page, you should be clear in your mind that increasing your brand’s face value is the main aim. All other things that come with it are a bonus but you shouldn’t diverge from the aim one bit. All the dos and don’ts that have been mentioned here are for increasing the face value of your brand. With the tools at your disposal, you can do it easily.
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