Challenges with The Wall as Your Landing Page
Imagine being an owner of a very active social lounge in the middle of a high traffic city. As people come across your lounge, they decide to step in for a few seconds to see what the hype is all about.
You don’t charge admission; you don’t even have someone standing at the doorstep. You simply leave the doors open and let anyone walk in and out in a matter of seconds. Furthermore, the action is so close to the door that people can just pop their head in and see all the conversations taking place. With so much traffic and other hot spots in the city, you find visitors only dropping by your lounge for a few seconds and then moving to another spot in the city.
Well, you’re in a city called “Facebook”, your social lounge is your Facebook Fan Page, and this open-door freedom is your Page’s Wall.
I have continuously witnessed businesses that launch a Facebook Page with a lot of activity but very few “Likes”. Here are a few trends I have noticed:
Firstly: visitors come by their page, anonymously view the videos, scan through the pictures, eavesdrop on the conversations, and immediately leave the page. All this can truly happen in a matter of seconds!
Secondly: their wall has no call of action. With an active Facebook page, visitors can get so caught up in the experience that they actually forget to press the “Like” button. Then again, being able to always come back for the same experience without even having to subscribe, why should they press it in the first place?
Thirdly: I noticed that the visitors tend to question the legitimacy of the Page. Being able to create Facebook Pages in a few clicks, anyone can create a Brand Page. Landing on the Wall makes visitors wonder if the page was created by the employees or fans of the brand. When the brand’s Landing Page stands out, it is easy to see that this is the brand’s Official Facebook Page.
Powerful Facebook Landing Page
There are three major questions that needs to be answered through your Facebook Landing Page.
1 – Where am I?
Visitors need to know, within three seconds, that this is your official Facebook Page. Some fans will be specifically searching for your page, but may not end up pressing “Like” it due to confusion.
2 – What is the purpose of this Page?
It is crystal clear to see that the pages with most Likes/Interactions are the ones that provide the most value. Make it easy for users to perceive the value on your Facebook Page through the use of your Landing Page. This will dramatically increase the success of your business page.
3 – Why should I press “Like”?
Ah, the question of all questions! Whether or not it is being asked out loud, all users are subconsciously asking themselves this question. Similar to showing the purpose of your page, consumers want to know what value they get from subscribing to your page by pressing “Like”. It is critical to show this value on your landing page by stating incentives: coupons, prizes, exclusives etc.
Tools to Create a Facebook Landing Page
Moving away from the “What” and the “Why”, let’s talk about How you can create a powerful Facebook Landing Page.
We have learned that most people don’t bother using a customized Facebook Landing Page because it takes some tech skills to create it. If you don’t have those skills, we have some great tools for you to use to create great looking Landing Pages with only a few mouse-clicks! Check them out here.
By the way, we have an active Facebook page and would be happy to answer your questions about Social Media Marketing there. Join the conversation!