As I covered in my previous post Facebook Pages for Business: Quick Tips to Get Started, if you want to attract fans to your business via Facebook it is important to get a Facebook Page setup.
A great feature of your Facebook Page are custom Fan Pages. These are sub-pages within your Facebook Page that contain custom content specifically targeted for your fans. Since these pages are completely customizable you have complete control of what you present to your fans.
These custom Facebook Fan Pages should be thought of as a landing pages. When people check out your business on Facebook, you’ll want them to see a custom greeting, offer, video, promotion…etc to welcome them to your page.
Custom Facebook Fan Page Options
Here are some of the basic options you have to choose from (with some examples);
Like Me
This type of page presents some general information with the intention of thanking visitors and requesting that they Like your page. You don’t have to get fancy to present your brand to your fans. Always make sure you have a call to action. (See “Click on the Like button above” in image below).
Video
Videos are always are good idea. Whether you’re recording an introduction from yourself (or a rep from your company), presenting a testimonial from a satisfied client, or using a simple animation, video can always enhance the user experience and lead to an increase in Likes for your page.
Hidden Offer (Fan Gate)
Everyone loves an offer. So why not open your page with an irresistible one? Not only can it generate additional sales, it will also immediately position you as an expert in your space/industry/market. It will also give your visitors a reason to refer your page to their friends.
Step 1: Hidden Offer (Also know as the Fan Gate)
Step 2: Show Offer with Clear Call to Action
Opt-in / Newsletter
Many businesses use their fan page to help build their mailing list. If you are going to do this make sure you offer them something in return. Create a free report that can be instantly downloaded.
Free Offer
This is a good way to engage with potential new customers. When someone arrives on your page for the first time they’re probably looking for more information about your business. Why not show them what you’re made of by offering them something for free? This could be a freebie with an order, or simply a freebie on its own. But make it worthwhile if you can.
Step 1: Offer Customers Valuable Content
Step 2: Provide Content to New Fans
Coupons and Promotions
Regardless of whether you have an online or offline business, coupons are a good way to attract new customers. Present a coupon on your fan page that people can print out and use in your store. Alternatively give them a code they can type in when they order goods from your site and reach the checkout page.
Sweepstakes
What’s better than entering for a chance to win (fill in the blank)? This is a promotion that can bring you a lot of attention. The winner is picked at random, so everyone gets an equal chance of winning. With a prize at stake your fan page will certainly attract a lot of visitors and hopefully word will spread and your page will get a lot of new attention too.
Additional Custom Pages / Tabs
Facebook Tabs refer to the list of links below your Facebook Picture. You can create as many of these custom “Pages” as you would like. Any of the above types of Fan Pages can be additional Tab Links on the sidebar of your Fan Page. (see below).
Tools for Creating Your Custom Facebook Fan Page
There is a lot of technical jargon surrounding Facebook Fan Pages and the platform you have to work with when creating your page has changed over the years. The site introduced its own markup language – known as FBML, literally meaning FaceBook Markup Language – back in May 2007. But all that changed in the more recent February 2011 when Facebook announced it would be transitioning what is known as iFrames. This added a layer of complexity to creating a page by yourself but with the development platform Facebook has in place there are a number of apps that make life easier when you’re setting up your Custom Facebook Fan Page.
(Note: I recommend getting help if you’re not comfortable with the work involved getting your custom page designed. There are services to design your Fan Page ranging from $100-$500 depending on the work involved.)
I decided to test out the 4 tools below and provide some recommendations if you’re dedicated to doing it yourself.
Wildfire iFrame app – http://iframes.wildfireapp.com (RECOMMENDED)
This app from Wildfire allows you to use HTML-based content or an image to showcase your Fan Page. You don’t need much any technical knowledge beyond HTML / basic graphic design. (see tool below). After you’ve published they will add a small graphic that says Powered by Wildfire. This is very tasteful and won’t distract from your content.
Pagemodo – http://www.pagemodo.com
This is another excellent and free tool that makes it easy for anyone to get a professional looking fan page. The Like Gate (Fan Gate) feature is considered a Pro option which requires a monthly subscription so beware of the bells and whistles. The user interface is streamlined and pretty simple to use but you will still need to have your graphics and content prepared before your start the process.
Other Tools…
The following 2 tools were in my selection but nothing much came of the test. Their interfaces are also separate from Facebook but both are very clunky. If you’re running a business and spending your time learning how to build a Facebook page then you either have too much time on your hands or you’re looking for reasons to avoid work. Either way, unless you’re part of the marketing department or are running a Facebook Page service and need something fancy and more complex than a standard landing page type of presentation then I would recommend avoiding these tools.
ShortStack – http://www.shortstack.com
Tabsite – http://www.tabsite.com
Summary of Best Practices for Your Facebook Fan Pages
With so many different variables involved to creating a Facebook Fan Page it’s no wonder why I received so many email’s from people wondering how best to go about the process and whether or not we could help them get it done. Here is a summary of the best things to consider when preparing your custom Fan Page/Landing Page.
The best way to get started with your Fan Page is to think about your customer and what they want.
- What message/content will be relevant to them? Targeted and relevant content is always best. You want something that speaks directly to your ideal customer.
- What types of media are you currently using or have used that your customers prefer to engage with? (simple message, free report, newsletter opt-in, video, coupon, sweepstakes..etc)
Think about the process.
- Consider using your Fan Page as a gateway to take your customers to the next step in your buying process. You may offer a free report and take them to an “unannounced Thank You offer” inviting them to a complimentary webinar or offering an additional coupon if they fill out a customer survey. Whatever it is, map out your process beforehand to see if there are any opportunities to capitalize on.
Be prepared and deliver on what you promise.
- If you are going to offer a coupon, be prepared to ship immediately and track incoming leads so you don’t miss anyone. The worst thing you can do is promise to send someone a free (fill in the blank) and have them never receive it.
Keep your offer/message “above the fold.”
- Here’s one final point on the design of your Facebook Fan Page. Always remember that people will view the uppermost section of your page first. If they don’t scroll down they won’t see anything else – particularly that great offer you added to the end of the page for them. Always put your best offers and information at the top of the page. This is called “above the fold.” And of course, anything you put there should be eye catching and able to engage your visitors – just as you wanted it to in the first place.
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The bottom line is that you should not take your Facebook presence for granted. Putting a little effort and getting some professional help can add another great tool to your marketing toolbox.
