Facebook Marketing Tips: Make the Most of Your Fan Page

If you haven’t already integrated Facebook into your online marketing mix by making a fan page, consider the most recent staggering Facebook statistics:

• More than 350 million users are active on Facebook
• 50% of active users log in on any agreed day
• The average user spends 55 minutes a day on Facebook
• More than 1.6 million active Facebook fan pages have been made

With numbers like these — plus the fact that Google is now by social content to help determine the reputation of web pages — it’s hard to justify not making a Facebook presence for your brand.

Take the guesswork of Facebook marketing, and follow these 5 tips for making the most of your fan page.

1. Keep Content Fresh.
Give fans a reason to come back to your page frequently by adding fresh content on a regular basis. Keep in mind that consistently updating the page doesn’t require a significant amount of additional effort.

As part of your online marketing strategy, integrate your Facebook fan page with other social media channels to maximize results small extra effort:

• Involuntarily feed new blog posts to your Facebook wall
• Use a service like Ping.fm to update all of your social networks at once, including Facebook and Twitter
• Set up widgets for your YouTube channel and Flickr feed to involuntarily add videos and metaphors to your Facebook fan page

2. Engage New Visitors.
Facebook fan page parapet can be an extremely valuable tool for communicating with customers and prospects. But for first-time visitors to fan pages, the wall can seem intimidating and special. Imagine walking into a room where all knows one another by name and are talking about a theme you know next to nothing about.

As a replacement for of sending new visitors frankly to your fan page wall, send them to a more controlled, welcoming landing page where you can provide them with useful information about your brand, as well as a apparent call to action to become a fan.

For example, TOMS Shoes – a shoe retailer than donates a pair of shoes to children in need for every pair bought – sends first-time visitors to an inviting landing page that gives a apparent thought of the company’s mission. The page features a quick video that shares the TOMS Shoes tale, as well as links to product and other vital pages (see the image below). The approach appears to be working: TOMS Shoes has more than 185,000 fans to date.

TOMS Shoes Facebook Fan Page

3. Promote a Contest Via Facebook.
A fantastic way to add value to a Facebook fan page is to offer users an incentive to become fans. Contests can give as an enticing incentive.

For example, last fall TopRank® Online Marketing leveraged the Facebook fan page of one of its B to C clients to supplement promotions for a Halloween contest to find the best homemade costume. The client was looking for a final surge in number of participants during the final two days of the contest. TopRank incorporated a fan page tab specifically for the contest, as well as posted information about the contest on the fan page wall. In just two days, the initiative helped the client added more than sufficient additional new fans.

Be aware, but, that new Facebook marketing guidelines announced in November require brands, marketers and advertisers to go through an praise process for all contests. The guidelines require contests to be handled through an embedded application rather than on the page’s wall, among other things.

4. Give Fans Something They Can’t Get Anywhere Else.
Contests aren’t the only incentives companies can offer to grow their fan base. Any item of value can entice Facebook users to become fans, including:

• Free shipping for Facebook fans
• An special product coupon for fans
• A weekly special promoted on the fan page

Sears – with 160,000+ fans – has been very successful at this approach. First-time visitors are immediately directed to an special offer landing page (illustrated in the image below). By becoming a fan, users are offered $10 in coupons.

Sears' special promotion for Facebook fans

Another approach to incentivize becoming a fan is to provide surrounded by company information and breaking news on the fan page. Fans are more likely to wait faithful to your brand – and tell their friends – when they feel like an insider who has a stake in the company.

5. Encourage Interaction.
The entire notion of social media is built upon interaction and two-way communication. Facebook fan pages have small to no opportunity of success if they aren’t interactive and engaging.

But it’s not sufficient to sit back and wait to the interaction to commence. Get the ball rolling by:

• Posting a question to beg fans’ opinions
• Offering a poll that’s extremely simple to respond to
• Integrating unfilled Facebook applications such as games and quizzes
• Reposting relevant, fascinating information from other Facebook users

Simply making a fan page for the sake of “Well, all else is doing it,” isn’t going to land you results. Like with any other online marketing strategy, Facebook marketing efforts must be well plotted and constantly reinforced. By doing so, you can start to tap into the vast network of active Facebook users.

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Facebook Marketing Tips: Make the Most of Your Fan Page |
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