Types of Facebook Campaigns to Market Your Business - dummies

Types of Facebook Campaigns to Market Your Business

By Jamie Crager, Scott Ayres, Melanie Nelson, Daniel Herndon, Jesse Stay

When you decide that you want to conduct a Facebook campaign, the next step is to determine the campaign’s structure. If your sole goal is to earn space in the mind of current and potential customers, just about any form of campaign might work. A more specific goal requires a particular campaign concept.

Here are some of the most common features of Facebook campaigns in the following list:

  • Voting contests: A voting contest is based on people entering a contest — usually by producing something — and getting votes for their entry. Photo contests are a common, time-tested concept for voting contests. Facebook requires that you use a third-party app to conduct this contest.

    Facebook’s terms of service state that you can’t require anyone to take a specific Facebook action to participate in the contest. For example, you can’t define Liking a post as a form of voting.

  • Sweepstakes: In a sweepstakes, participants enter the sweepstakes and a winner is determined by a random drawing. The downside is that the sharing component is not as strong in this format. With other sorts of contests (especially voting contests), you often rule out some participants simply because they aren’t confident that they have a chance to win.

    In a sweepstakes, each contestant has an equal chance of winning in most cases. For this reason, you could attract more entries, even if you don’t get as much voting traffic to your business page.

  • Fundraisers: A fundraising campaign is not necessarily a competition. Fundraisers promote the opportunity to do good by giving to a charity and inviting others to do the same. For example, you might offer to donate $1 for every Like your business page receives in a certain period of time.

    Fundraising through Facebook campaigns helps you spread the word in a lot of the same ways that contests do. Sometimes charities will form teams to encourage a little friendly competition in raising funds.

  • Facebook as a landing page: Almost any marketing campaign benefits from having a landing page. A landing page is where you direct people with your call to action. For instance, you could direct visitors to a page where they can request free samples or sign up for your e-mail newsletter.

    Because the web is such a critical part of marketing, a landing page should be part of any campaign. E-mail marketing messages often have a corresponding landing page (or several, depending on the content of the message).

    Using Facebook as a landing page simply puts the leads or customers you attract with your advertising in the path of your business page. This technique could be a simple way to increase your Facebook audience while targeting another goal. The best way to execute this is by directing a customized web address directly to your Facebook page tab.

    Create a unique URL that you place in your advertising message (something like “Find out more at www.ourlandingpage.com”), and then direct that URL to your page tab. Each page tab has its own web address (something like www.facebook.com/mypagename?sk=app_7146470129).