This week was very exciting, a reader named Kurt Sommerville, sent in an interesting question. I replied to him excitedly and realized that the reply was also great information to share with everyone on my website.
Kurt was wondering what to do about the content for his organization’s Facebook Landing page. He works with www.laalianza.org this is a Boston based non-profit that focuses on helping Hispanics acquire English language skills.
I shared these following tips with him.
Step 1: Define the purpose of the landing Page (sales, lead generation or just inform and share newest information)
- In the case of a non-profit, “sales” likely refers to getting more volunteers to sign up or donations.
- Lead generation is when you encourage the people that visit your Facebook Fan Page to sign up to some sort of newsletter or for updates on your new activities and programs.
- Lead generation: Encourage sharing the page, liking it and visiting it regularly.
- Just inform is pretty straight forward.
From there you would need to actually have the landing page designed to be:
- visually appealing
- direct, visitors see right away the WIIFM (What’s in it for me?)
- containing incentives to reach the desired goal.
- content fresh and dynamic (change it periodically).
Suggestion: Keep a segment for new events and update fans about the new schedule via updates and the wall, without telling them all of it, tell them there’s something new and exciting on the page and invite them to come and check it out and see if they want to join in and participate. Remember, they need a good reason to come to your page.
I wasn’t quite sure what kind of help Kurt needed, was it help developing what should go there (concept/elements) or the actual implementation (read here technical design of the CSS Landing page). I’ll be looking out for his reply to find out.
A few other things to consider:
- Conversion forms: Do you use any form of list building software service, like iContact or aweber? With these services you can easily make a form that you can put in the landing page to create a conversion form and build a list for your newsletters. See my facebook landing page here: www.facebook.com/beththeimva for an example.
- Create Awareness via your current contacts network.
- Place a link to your Facebook Fan Page in every email (email signature).
- Invite people periodically to join, like and keep tabs of the activities you are doing for the community.
- Ask people you know on your fans list to invite as many friends in the area to like and visit your fan page
- Get the party started: It can be challenging to get people to interact, usually it takes a bit of testing the water to see what pulls your audience in. With my business FB Page, I’m still testing what pulls in, FREE offers still have had no effect, but my current audience is not my target audience, so I’m not really answering any WHY/HOW for them. Comes to another point, it’s crucial to find out if these are the people who are your target audience, who will read updates and get involved.
- Invest a little: Try the Facebook ads every now and then, target the age group and area, depending on where you are active you have a large pool from which to fish for new fans, write an ad specifically designed to draw involved people who are passionate about what you do or the topic you discuss.
Have you already read my previous post on this website about the CSS Landing Page? You can read it here.
What have you tried that really worked? What would you do differently? Let me know, I’d love to hear how you are approaching the Facebook Fan Page Landing and interacting with visitors and readers.