Facebook is a powerful marketing tool, an amazing and unequaled platform for potentially reaching a worldwide audience, regardless of your message. Of course, that’s only if you can get visitors to your page. Unlike other platforms like Twitter where proactive communication works in your favor, Facebook requires the audience come to you. Now they have to “like” your page to be alerted about updates. They have to Share it, hopefully building your base.
Getting traffic to your Facebook page requires due diligence. If people aren’t aware of its existence, they aren’t going to find it. The only true way to get a Facebook audience is promotion, marketing and strategy. Fortunately, what you need to do isn’t difficult. It does require focus and attention to detail. It will require studious monitoring. But with careful planning, you can drive traffic to a Facebook page.
Get Any Existing Audience to the Page
It’s unlikely anyone with an active Facebook page isn’t taking advantage of other social media. If you already utilize Google Plus, Twitter and other like platforms, use them to get the word out. The average web surfer is actively looking for new sources of entertainment and information. The likelihood they would visit a new Facebook page started or sponsored by a trusted source is quite high. Once you have gotten their attention, you will be responsible for keeping it with relevant and compelling content.
Grab any contact list you have (email, Facebook, LinkedIn, etc.) and start promoting your page in those communities. Emails with links are some of the most effective online marketing campaign tools available. But include original material within the mail, not just a link with a brief message. Discuss your excitement about your Facebook page, your plans for it and why anyone else would be interested.
Comment on Other Pages as Your Page
As much you may want to believe there’s no other page like yours in the world, chances are high there is. That can be used to your advantage though. We’re talking about a preexisting environment that’s your target audience. Get involved, participating and commenting. Like those pages and monitor your own home feed. Be sure to comment thoughtfully on any posts. One of the fastest and best ways to build organic relationships is through authentic contact and conversation. If you want to build your Facebook audience, it is time well spent.
Keep an eye out for blogs posting material that’s relevant to your page. Subscribe — get their newsletter, email alerts and RSS feed. Now begin maintaining a presence there. Comment on their material as often as possible, BUT always, always leave interesting and insightful content. Bland responses about how nice the article was will not lead people to want to know more about you and your Facebook page. That means giving them something to think about.
A lot of blogs and article sites require registration to leave a comment. They may give you the option of entering a URL. Some often offer the option of making your name a link. This is a great place to put your Facebook URL. Now your thoughtful comments and link will start driving traffic over to Facebook.
Use Contests and Other Incentives
A contest doesn’t have to make someone rich. It simply has to be fun and entertaining. People love contests and winning, even if it’s only a $20 gift certificate. Just make sure the work involved is commensurate with the prize. No one is going to spend a week working on a project for a $5 discount at a burger joint. Facebook contests have to be run through an app, but there are plenty available. A nice caveat to a Facebook contest is visitors have to Like your page before entering. It’s also an outstanding way to build your mailing list.
You also create incentive pages that reward Facebook users for becoming fans. Log into your administrative account and follow the prompts for adding an incentive page. You’ll be able to thank visitors for Likes and becoming fans, include info about promotions to them and include promotional codes or links to unique content.
Facebook Landing Page
Facebook defaults to the user’s Timeline page. This isn’t at all helpful if you’re trying to build a viewer base. These timelines tend to assume you’re willing to figure out what’s going on, which can be confusing as timelines can contain a lot of cross information. With a landing page as your default, you can connect with the viewer personally and immediately, informing them why you have this page and why they’d be interested. The landing page introduces you and prepares the visitor for interacting with you. The landing page can consist of various media and customization. Like the content on a website, the material has to be compelling and relevant. It will be the handshake that convinces the visitor to investigate further.
Links, Links, Links
Like the infamous location, location, location, where you chose to put links to your Facebook page matters. Place a link in all your email signatures. A lot of them allow clickable icons, which looks cool. There should be a link to your Facebook page if you’re posting comments. If you have a choice between a link to your website or Facebook, go with the latter. Its purpose is to drive traffic to the website and that’s what you should use it for.
Utilize Other Social Media
Promote in online communities like Google Plus, Niche Forms or LinkedIn Groups. Take content that you’re using on your Facebook page and begin conversations about them elsewhere. Or take relevant content on those sites and get involved. Your link should already be part of your signature, but if the opportunity should arise, link directly to a Facebook post that would enlighten the conversation. Please make sure it’s relevant. Linking arbitrarily will only make potential viewers avoid your links, your Facebook page and your website altogether.
Call to Action
There should be a definitive call to action on your website inviting visitors, letting them know exactly where you are. There should also be a click through that lets them Like your page from your website as well. The Like box has become a standard tool for attracting all important Likes and you’ll gain them without the visitor actually visiting the page. With the right application, you’ll see how many people actually “like” your page and which of their friends follow.
Using social media in general and Facebook in specific has shown to be an extremely effective solution for building a stronger community for your Internet presence. The tips and strategies mentioned herein are quality methods for helping you accomplish those goals, especially in a sea of websites and Facebook pages.
Never forget that billions of people are browsing the web every day, but only a minute number of contributors are getting the attention they deserve. You will still be required to come up with content that puts you above the competition. Without it, all the promotion and marketing in the world will only hurt you as a potential audience sees your efforts as a waste of their valuable time. Only your hard work will reinforce quality over your competition, but these tips will make sure you locate and connect with your target audience and build that base accordingly.
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