Facebook fan pages: 6 tactics for driving traffic to your site
As authors, we can take a page from companies who are marketing using Facebook fan pages…
As visits on the social network skyrocket, here’s how to funnel in potential customers
Facebook is racking up astounding numbers.
Last month, 132 million U.S. visitors frequented the site—the most to Facebook in its six-year history (founded in February 2004)—according to Compete.com.
Among the various ways that businesses and nonprofits can use Facebook to interact with customers and clients is the fan page.
|How to set up your fan page|
|Mari Smith, writing at MarketingProfs.com, offers good advice on how to create a Facebook fan page.|
Fan pages, similar to profile pages in design and function, enable users to write on a wall, upload photos and videos, and participate in discussion groups they or the company starts.
Fan pages have many advantages, such as the ability to reach millions of current and potential customers. Unlike the rest of Facebook, fan pages are indexed on Google, which helps your SEO strategy. There is also no limit to how many fans you can have. Personal profiles limit to 5,000 the number of friends you can have.
According to the white paper, “2009 Channel Preference,” by www.exacttarget.com, an important point is that “becoming a ‘fan’ is not the same as granting permission.” The white paper goes on to say, “If you can avoid treating your fans as members of yet another direct marketing list, you will find success in this new and evolving channel of social media.”
Driving traffic from your fan page to your site
There are at least five ways a company can use its fan page to drive traffic to the company site.
You can also run a Facebook-only campaign for users who become fans of your page. This works to build your site. McAfee is running an offer for a six-month complimentary subscription to McAfee® Internet Security. This page sends you to its site to sign up.
2. Engage your fans. Answer fan questions, resolve their problems, and send them to your site’s FAQ when necessary. Kohl’s Facebook fan page is a good example of a responsive communications effort. Also, notice how Kohl’s gets so much positive press via fans’ compliments.
3. Invite to special events. Invite your fans to upcoming events, special in-store and online sales, even fundraising events. Send them to your site to sign up for news on the upcoming event, and get their opt-in permission for your event newsletter. Both Kohl’s and Starbucks (see below) do it well.
4. Polls and contests. Invite your fans to interact through a poll or contest, directing them to your site. Starbucks invites fans to buy a product through the site or enter the contest by posting on its wall.
5. Listen. Social media is for connecting and building affinity groups. Above all, listen to your fans, and participate in the conversation as a human being.
6. Use the side bar widgets to invite your fans to communicate in the best way for them: e-mail, text message, visiting your corporate site, inviting them to put a banner of support on their site. The nonprofit World Wildlife Fund handles all these processes well.
One more thing: Stay abreast of Facebook news, including Fan Page rankings, at Allfacebook.com, billed as “the unofficial Facebook resource.”
Journalist, author and coach Beth Barany works with aspiring authors. She helps them get their books written, marketed and out into the world.
First published at Ragan.com
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