The revolution may not be televised, but there will be a broadcast through fiber optic lines across the world! For many, today will symbolize a rare day that only shows it's face every 4 years, but for those who's business is to make business on Facebook today represents something much bigger then leap year.
February 29th, 2012 Business pages, welcome to Timeline!!!
Nfl 2012
So what's the big deal you ask? Well for internet marketers this change in design will dramatically change the way we use Facebook to market to end users. Traditionally, marketing on Facebook was a simple game. Drive traffic to your page, have the visitor hit a custom landing page with a value proposition to like your page (click like to get a 20% discount), then a second landing page arrives with a web form with an email opt in to get an address to send the coupon. Simple enough. You drive the traffic, you get the like, then you get the email. Now you have two platforms to market to your potential customer!!
It was sweet, it was easy, and it is now over!!!!
With the addition of Timeline for Business pages there will no longer be a "non-fan" tab. Facebook is allowing you to have 3 additional tabs, at 760 pixels wide. But in order for a visitor to see this tab they have to click on the icon or logo that is thumb nailed for the tab.
Studies also showed that the traditional Facebook landing pages converted over 40% more likes to your page then those pages without a landing page.
So now what?
Well, here's the painfully good news that is shocking the Facebook marketing community!!
it's all about engagement. This means that you have to have quality engagement and topics on your page to keep your fans interested in what you say. If you have a custom tab created with a 20% off discount in exchange for an email address then you need to interact with your fans and organically drive traffic to that page. It's not as clean as it was, and it will take more time, but Facebook is putting a much larger emphasis on engagement, and less on a funnel system.
So, how do you engage? It's simple, how do you engage in real life? Transfer that to your Facebook platform. If you tend to talk a lot about sports, then talk about sports on your page. Mix in your business talk with what interests you and your customer base. the company Buffalo Wild Wings knows that its demographic is highly male who like sports, so they don't have to talk Hot wings, they can talk about the NFL, cars, mowing lawns, or anything that they feel is interesting to their demographic of men.
Wait..... there's one more very important feature....
A first time visitor to your page can be directed to hit a custom landing tab before your wall but only through a Facebook Ad. Interesting how this new Ad platform works right before the IPO. This will force marketers who want to use a systematic funnel to do it through ads (and pay Facebook) instead of being able to do it by driving traffic off of Facebook or internally through status updates.
For more info on Facebook for your business and how to adapt to these changes visit http://www.facebook.com/jeffandvaden
Facebook Timeline Shocks Traditional Marketers
Vaden Hoffman
http://www.facebook.com/jeffandvaden
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