How to Leverage Existing Marketing Assets to Launch Your Facebook Page
After you attract an initial boost of personal friends to your Facebook Page, start promoting your Page — perhaps by using marketing channels and assets that you’ve been building for years.
Chances are good that you already have these types of marketing assets:
A large following: You may have attracted a following because you’re well known in your community or because you’ve been around longer than anyone else.
Attention: This asset is often a matter of time and place. Restaurants can garner the most attention when people are eating in the establishment; online retailers, by way of email; and nonprofit organizations, at fundraising events.
Your email signature
Suppose that every email you sent in the course of doing daily business included a link to your Facebook Page! Adding an anchor link in your email signature that connects with your Facebook Page is relatively easy to do in most email programs, such as Outlook, Gmail, and Apple Mail.
If you use Gmail, the useful WiseStamp add-in for Mozilla Firefox adds a Like button to your email signature so that people can like your Page and continue reading your email.
Someone could become a fan of your Page based on the number of current fans your Page has. Gaining as many new fans as possible creates a kind of social validation for these future fans.
Your email list
You can promote your new Facebook Page in many ways, but the easiest way to attract new connections is to use your email list.
Facebook users share useful information with their friends and click the Like button on Pages that help them achieve that goal. If they receive an email saying “We’re now on Facebook; please like our Page,” they’re likely to delete it unless they’re hardcore fans. If they ask “What’s in it for me?” and don’t receive an answer, no perceived value exchange takes place.
When you’re emailing your current list about your Facebook Page, keep these tips in mind:
Focus on the value to the recipient, not to your business. Prospective customers and customers are always asking “What’s in it for me?”
Write the message in the second person, using you and your to speak directly to the customer. This approach gives the email a more personal feeling.
Present the benefits in a concise list of bulleted items. Bullet points are easy to scan and read, allowing recipients to find what they’re looking for fast.
Tell recipients that they’ll meet other people who have similar interests and ideas. They’ll feel that they’re joining a community, not just another Facebook Page.
Make messaging the same. Don’t confuse people by using different messaging in email and in Facebook content. When the messaging is consistent across your channels, the results are more effective. An email subscriber who reads an email about a recent sale will be more likely to act after seeing a Facebook update about that sale, for example.
Make the content different across channels. Email subscribers may wonder why they should become Facebook fans when they already subscribe to the email list, for example. You can use email to share customer stories about your product or service and use Facebook to share photos and videos from those stories.
Consistently cross-promote each channel. Within your email newsletter, for example, include links to the photo album that are related to stories covered in the newsletter.
Printed marketing materials
The best way to promote your Facebook Page in print, such as in annual appeals or newsletters, is to create a custom URL. A custom URL is much shorter than the default Facebook Page URL, which no one is likely to take the time to type from a printed page. Use this custom URL on every single piece of printed material that you send.
To let people visit your Facebook Page directly by using their mobile devices, rather than typing a URL in a browser, provide a QR code.
QR codes are best used on printed material, signs, T-shirts, and any other items that can have images or symbols printed on them.
Here are two helpful resources for getting started with QR codes:
Kaywa: Create customized QR codes that can link to a URL, phone number, or to text. The paid service includes analytics. To create a QR code with Kaywa, simply enter your site’s URL, phone number, text; click Generate; and then copy the code or save the image.
GoQR : To create a QR code at GoQR, simply select the type of content the QR will link to, then enter the link, and save the QR code to the desktop.
Write a blog post that describes the launch of your Page, followed by a few posts that elaborate on the best comments on your Page updates. Include a link to your Page or the Page update (or both).
If your business regularly holds webinars, make your Facebook Page’s Timeline the place where follow-up questions are answered. CharityHowTo holds free webinars monthly and has used this strategy almost exclusively to acquire more than 5,000 fans in just a few months.
Posting videos on YouTube is a way to promote your business to millions of people. If you already have a presence on YouTube, you can leverage that asset to promote your Facebook Page.
Blendtec posts whimsical videos from the mock game show Will It Blend? on YouTube to promote the power of its blender. In its Facebook video, the nerdy, engaging host demonstrates the product in a funny way and then announces a contest for potential fans to share — on the Blendtec Facebook Page — ideas about items to blend, such as golf balls and glow lights.
If have a YouTube brand channel, you can annotate your video with a link to your Facebook Page. If not, include your Facebook Page URL in the video description.