On August 17, 2011, TabSite Community Manager Mike Gingerich participated in a AppBistro Webinar on the topic:
“5 Misconceptions when marketing your Facebook Fan Page”
The webinar reviewed data to dispel the following 5 misconceptions:
1. Your Facebook marketing message needs to be “clever” to catch attention
2. High frequency is always the best strategy for posting on Facebook
3. The conversation on your Facebook Wall alone is enough to keep fans coming back
4. The News Feed is the best way to reach your Fans
5. Maintaining control of content should be a top priority for all Page Admins
The webinar also provided the audience an indepth look at the new TabSite fan page MicroSite tools. MicroSite’s enable TabSite users to push their custom tab content to the web for better search engine indexing, increased backlinks to their fan page and website, and increased social sharing tool integrations.
A few key highlighted points:
Misconception #1 is FALSE
- As soon as your marketing campaign becomes too intellectual, too cute or too confusing, your audience is lost
- Gimmicks don’t work to sell your product
- Brand loyalty = result of offering a product that fills a need, not how creative you get with your messaging.
Opportunity: Listen & Learn
- Aim to create content that invites participation
- Be direct in your message, and always keep the customer benefit in mind
- Deliver on your promise
- Listen & Learn
Misconception #2 is FALSE!
- Contrary to ” more is better ” and ” engagement all the time ” studies have shown a correlation between post frequency and fan count to be the inverse.
- Lots of talk ≠ engagement
- Over 2,600 Fan Pages were analyzed and the number of likes was highest for pages that posted around once every other day. Takeaway: Don’t spam your users with content!
Opportunity: Set a Pattern. Find rhythm that works best for you and deliver on your promise. Try creating standard topics to set customer expectations. Analyze + Measure feedback and adjust posting accordingly.
Misconception #3 is FALSE!
Instead, we recommend you use wall postings in collaboration with a more well rounded social strategy. Custom tabs are important as they offer engagement tools that Increase engagement.
Takeaway: Don’t rely only on the Wall! While the Wall is a component of connection, socialization is done via engagement methods.
Opportunity: Increase engagement through Apps. Look at options such as:
- Fan-Gating to gain a “Like” Strong Call to Action!
- Giveaways
- Contests
- Add Social Feed (RSS, Tweets, YouTube, all right in the custom Page so users don’t have to leave the fan page. )
For all content breaking down the 5 Misconceptions, view the slides below!
Key Product Innovation for Fan Pages: MicroSites:
PROBLEM: iframe tabs on Facebook Pages are not indexed well by Search Engines
SOLUTION: A MicroSite of your TabSite Fan Page Tabs!
- Get Tab Content and Sub-Pages indexed (no iframe, content is on the web) by having your tab content on the web
- MicroSite’s give another web location to “Like” your page
- All MicroSites pull in your Fan Page logo image and link back to your Fan Page
- MicroSites integrate all your Tab Content
- TabSite MicroSites can be navigated by mobile & tablet users
- MicroSites are available to ALL TabSite users!
Join TabSite on September 1 for a special webinar with Mari Smith!