Creating landing pages on Facebook

Landing pages or tabs on your Facebook business pages are crucial because it’s a controlled way to talk people into “liking” your page versus having them stare at the wall itself and whatever may be up there at the moment.

Here’s a PERFECT example of a sell/conversion tab: http://www.facebook.com/BMWX5

(and no this isn’t ours, but as a BMW fan I’m always all over these pages!)

This is a default landing “tab” (tabs are in quotes because Facebook did away with the traditional tabs across the top awhile ago, putting them vertically down the side instead now). You’ll see that the “tab” is highlighted in blue on the left hand column – this is the default that people see who are not fans of a page. They can still access the wall, but by setting up a default landing tab, it gives you the opportunity to give potential fans a direct call to action to become a fan – in short, you use this page as a conversion page.

Ideally in the code you put on this page you would a) tell the visitor what they would get by becoming a fan, b) give them an incentive of some kind, c) tell them outright to “like this page,” and d) use the opportunity to sell something or communicate some message. That last one is important because it’s not a given that even if they like what they see that they will click “like” and add themselves to your collection of fans. By using the opportunity to utilize the time you have, even if they don’t like what they see, they may still visit your website, sign up for a webinar, add themselves to your newsletter subscribe list, etc. Becoming a fan is not the only option with this page, so take full advantage of the time you have. After all, it’s free publicity!

Tech Side Note: Because Facebook uses iFrames now, you can plug in regular HTML vs. using something like FBML (Facebook Markup Language) – which means the sky’s the limit with whatever code/functionality you want to incorporate.

Till next time!

- Wendy