But you don’t want engagement purely for the sake of engagement.
You want it because an engaged Facebook community translates into more leads, more customers & more sales for your business.
Put simply, more engagement means more sales:
Research data reported by Vocus notes that 79% of Facebook fans are more likely to purchase from a brand they have liked. Thus, pursuing more fans and deeper engagement with existing fans is a valuable priority!
But how do you get more engagement on your Facebook page?
Lots of ways. You can:
Certain promotion types work better for certain goals and certain industries.
Below I’ll outline a number of promotion types and offer tips on how to select the right one for your Facebook Page.
Each type can draw fans to your page and incentivize them to explore and engage with it. And each type is a Facebook approved tab app that complies with Facebook’s promotion policy.
4 Promotion Types for Fan Pages
1. SWEEPSTAKESA sweepstakes is a chance-based, easy-entry promotion that fans enter by completing a simple form with their name & e-mail. Winners are drawn randomly after a set date.
As with most Facebook promo apps, a sweepstakes can be a “Like-gated” so fans have to Like the Page in order to access the entry form.
Pros of using a Sweepstakes:
- Low barrier to entry (simple form completion)
- Works for a wide variety of industries
- Pages can capture key user information – important for future email/location marketing
I recommend allowing fans to enter daily because it ensures the most continued engagement — it incentivizes the fan to return to the page day after day.
Sweepstakes promotions can work for a wide variety of businesses — including B2B and B2C.
- draw fans to the page to enter
- boost viral sharing – if the app has a sharing mechanism that increases entries
2. DEALS & COUPONSA deal or offer is another promotion type with a low barrier to entry.
Here’s how it works:
- Facebook page asks the fan to do something
- when fan completes task, he is given access to the deal
Other examples (and app offerings) include (1) sharing a post on your Facebook news feed or (2) sharing a post on a friend’s timeline to access the deal.
Like sweepstakes, deals are useful because:
- fans respond to them
- it accomplishes a task helpful to the company (e.g. more Page Likes)
Pros of using a Deal app:
- Low barrier to entry (simple task completion)
- Expands reach to additional social networks — which can help the Page reach a wider audience or other type of audience than currently reached on Facebook
- Works for a wide variety of industries
- Pages get something of value in return – such as further exposure, a Like, or a e-mail address for their list
- Facebook Deal Example
3. CONTESTSA contest is different than a sweepstakes or a deal in that it requires more effort & skill from the fan to enter.
For example, the fan has to take a photo that meets certain requirements to enter.
Instead of a random drawing to determine the winner, contests select a winner via:
- voting by the public
- judging by a select group
Pros for using a Facebook Contest:
- More opportunity for engagement
Another option for a contest is to consider a two-stage process. This adds the benefit of a initial round of voting and then the need to return to view and vote again in the final round.
- Entrants are motivated to share with Friends
This social sharing by entrants to their friends both (1) increases the contest’s reach and (2) functions as a positive referral mechanism. The entrant’s invitation to friends to vote adds trust & credibility to the Page — and to its products & services.
- Better qualifying of entrants
Depending on your contest’s entry guidelines, this process can serve to qualify or pre-screen entrants as potential customers.
- Access to user generated content
4. MULTI-NETWORK SOCIAL PROMOSA multi-network social promotion is a promotion that involves Facebook and at least one other social media platform — such as Twitter, Pinterest, or Instagram.
Similar to a deal, the fans are asked to accomplish a task and upon completion they are then given access to the deal offer. The difference is that the task is centered around doing something on a different social platform such as Pinterest or Instagram.
In this case the fan comes to the Facebook page and the promotion is outlined. The fan then accomplishes the task — such as adding a image to Instagram with a certain hashtag or using a integrated pin tool to pin a image to Pinterest.
Some apps allow images to be pulled in from the other social network to appear on the page tab. Otherwise the image can simply stay on the other social network.
Either way the fan has engaged with your Facebook page and simultaneously extended information about your brand to another social network.
Pros for using a Multi-Network Social Promo:
- Extends brand to more social locations - This type of promotion can work great for a company whose audience is active on more than one social network — or for a company seeking to continue gaining Facebook traction but also expand visibility on Pinterest, for example.
- Image Driven - Images are powerful in social media and a multi-network social promo using images can capture the attention of viewers and invite sharing & comments — all of which boost visibility & drive referral traffic.
- Suitable for a wide variety of businesses - A multi-network social promotion can work for apparel firms to credit unions, venues to radio stations and more.
BONUS TIPS FOR RUNNING SUCCESSFUL PROMOTIONS:
- Keep the entry form simple — too many fields will cause fewer entries.
- Make the prize relevant to your company! – an iPad is not relevant if you own a craft store.
- Ensure the prize value equates to your product – $30 Gift Card for $600 watches is not a motivating deal!
- Keep the contest moving! – don’t run a month-long contest. The attention span of a Facebook fans is short. They won’t keep track of an entry and vote daily for 30 days. 5-7 days is a better span or perhaps 10 days if it’s a 2 stage (initial and finalist rounds) contest.
- Set voting to 1x per day for Contests — this encourages entrants to get voters to come back each day — a perfect situation for your page!
- Know your target audience! — is your target using Pinterest or Instagram already? If so, a multi-network social promotion could work well.
- Ensure the process is seamless – make sure the promotion is doing the work for you and giving the user the best possible experience. Apps integrating OAuth for login or other integrated means to access the service directly (without the “open a new browser window” issues) are critical. Fans should be able to arrive, understand, and complete in short order.
While not an end in themselves, contests & offers can be part of a larger marketing strategy and a key piece of helping a business grow their social community.
Courtesy of http://www.postplanner.com
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