We all agree that every 'like' we receive on Facebook is appreciated and is often accompanied by a sense of accomplishment. But what is the actual monetary value of a Facebook like? It’s hard to say.
Unless your Facebook page is generating substantial leads or traffic to your website, you shouldn't rejoice just yet. If all that 'engagement' you are producing on your Facebook isn't contributing to your overall goals, than how can you justify the time and investment you have made as part of your marketing budget?
Monetizing your Facebook presence
Turning 'likes' into leads, fans into actual paying customers, or generating website visitors to help monetize your marketing can be achieved by following a few simple steps:
1. Build a custom landing page or 'like' gate
Custom landing pages, or “Like gates” as they are sometimes called, are a great way to turn likes into leads almost instantly as it encourages visitors to like your page before they are able to view your content. This directs your new fans into a specific marketing funnel, which you can create based on your individual goals and plans.
For instance, let’s say your company sells a product and you offer a discount to new customers. You could use your custom Facebook landing page to offer this discount to new fans by offering a special code that only appears after you become a fan. This coupon can be easily tracked in your business to determine how many came from Facebook.
You can activate a custom welcome page by adjusting your Facebook fan page settings as you have a few options under the current settings. The most popular is to show the custom landing page only to Facebook users who have not yet “Liked” your page. Once they like the page, they will be directed to the wall as the primary landing page after that, making the next 2 points all the more important.
The harder part is actually creating the page itself and crafting the message. Many businesses think that they can just put up a pretty looking custom page to get more likes, but the larger challenge is thinking through what you want to do with new fans and what action you would like them to take.
2. Share links to specific content or offers on your wall
Now that they’ve liked your page, now what should you do? Our recommendation is to give them what they want!
According to research compiled from ExactTarget, a whopping 58% of Facebook users reported they expected exclusive content from business pages. Take advantage of this information and make sure the content you supply is available exclusively to your Facebook fans only, and don't forget to tell them so!
So don’t just post links to your website’s home page on Facebook. Helpful ways to offer exclusive content can include:
- Setting up a landing page on your main website for this specific content
- Sharing links exclusively on your Facebook page that are not shared other places
- Require that page viewers must like you to view content
Other great ways to gain interest and connect with potential customers can be to offer:
- Other educational downloads
3. Make use of custom tabs
Customizing your Facebook tabs is another great way to monetize a Facebook page. You can create as many tabs as you like, and we recommend doing this for your most important products or services that drive revenue in your business.
Why not consider creating pages, or tabs for specific purposes such as:
- Highlighting all those great offers you have been compiling
- Downloading all those exclusive content promotions you've been generating
- Or a landing page to rotate promotions and offers
Don’t give up just yet
It's important to find a balance between direct advertising which allows your potential customers to know what services you provide but doesn't flood them with a long list of obnoxious information all at once! On the flip side, many businesses make the mistake of thinking they can’t talk about what they sell on Facebook or other social media sites for fear of being seen as a spammer.
Using the tools outlined in this article will allow you to post your sales content in an appropriate place so that when your fans want it, they can get to it. Follow these instructions and you'll soon find those likes are turning into leads.