Not only is it important to make sure your tabs are interactive, but you need to give users reasons to keep going back for more. Facebook-only content and contests help drive users back to your tabs time and time again. What’s even better, these techniques can also help drive new users to your Page. The second piece of this two part series gives you some advice on how to do just that.
Creating Facebook-only Content
Reward your fans for liking your Page by offering them something they can’t get anywhere else. Coupons and special discount codes are often the first ideas that come to mind, but there are so many other great ways to go about gaining user’s interest. Make your fans feel special with exclusive content, keeping these points in mind:
- Think about why your fans actually Liked your Page to begin with.
- Try to integrate the reason behind these Likes with your business’s core competencies.
For example, if you’re an admin of a Page for a primetime TV show, behind-the-scenes video clips would likely grab the attention of your users. Or, let’s say you’re a smoothie company. Posting your “secret menu” of specialty drinks is a great way to make your fans feel as though they’ve been given insider information. It’s all about a perception of exclusivity.
If your Facebook-only content is compelling enough, you will be rewarded for your extra effort. If you’re using social features correctly, active fans will share exclusive content with their friends, your fan count will grow organically, and these new fans will be genuinely interested in your content. Good content is always king, and will remain the key driver in drawing fans to your Page in the first place.
Contests & Promotions
Contests and promotions are such a big deal that they needed their own section — they’re arguably one of the most effective of tools for keeping your fans interested and engaged with your Facebook Page.
There are a number of great reasons to run contests on your Page. Due to their interactive nature, contests encourage a high level of interaction from fans, and at the same time, they also work really well as Facebook-only content. Users can only participate in your contest if they are actively using your Facebook Page.
Another great reason you should run a contest? User-generated content! When users begin to share their own content and do more than just comment on your posts or Like them, you know you’re really hitting on the definition of “engaging”. Running a contest that has users submitting essays, photos, or videos encourages users to actively participate and become invested into your campaign.
This does much more than a passive sweepstakes. Keep in mind, though, that while these types of contests can be great for your brand, they’re not necessarily simple. The prize must be worth the amount of effort a user must put forth to enter the contest in order for you to see real ROI.
Contests also allow you to collect valuable data about your fan base. Ask entrants what they like/dislike about your brand or Page, and go for more than simple demographics. Get feedback about the promotion, and ask for suggestions on future contest ideas.
After you collect all of this information, use it! Show your fans you’re listening, and implement some of their ideas. People love being heard and recognized for their input.
While landing tabs definitely have their place, they aren’t the best way to engage users after they have Liked your Page. Bring your visitors back to your Page by providing them with unique content and fun ways to interact with your brand. Remember, it’s not the number of Likes you have, it’s how you engage with them that really matters.
It shouldn’t be difficult, either — there’s no reason to spend time and resources developing an in-house solution regardless of your size or budget. Rely on the expertise of others by using third-party tools to aid you in the creation of interesting, interactive and custom Facebook tabs. Your Facebook fans will thank you.
Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.