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Capturing Leads with Facebook Timeline


As you know, Facebook has now turned all fan pages into the Timeline format. What a drag! It stinks because the old Facebook landing page model was good for capturing leads.

Useing facebook Timeline in your marketing

Timeline is pretty cool in some ways, but it’s tougher to use for Internet marketing. But hey, we’re marketers so we’ve got to adapt. Actually, I’ve found that if you take advantage of its tools, it’s easy.

Customize with Page Tabs

Timeline gives you all kinds of options for customizing your page with page tabs. I read somewhere that pages that used these custom tabs had higher conversion rates than those that didn’t by a long shot, and that’s what first got me interested in them.

The regular tabs are things like ‘photos’ and ‘info.’ To create your own custom tabs, you have to log in as a developer and create an app. It’s not really as complicated as all of that, though. Just give it a name and create the content, and that’s it. The cool thing is that page tabs are bigger on Timeline so they’ll get more attention.

Apps for Capturing Leads

You can actually do pretty much all the same stuff with your Facebook Timeline as you did with the old format using apps especially designed for capturing leads. One is even called Landing Page, and that’s what it turns your page into. There are also apps for creating coupons, promotions, contact forms and other stuff that you can use.

It’s All about Integration

You can multiply your page’s lead capturing power by integrating Facebook with all of your other social media like Twitter, Pinterest, LinkedIn, etc. Give each different content and advertise that content, telling your viewers to check out your other profiles for more. This will get all of your fans ‘on the same page’ (sorry, I couldn’t resist that!).

Landing Page Essentials

What makes a great landing page? Outstanding copywriting, clearly outlined benefits for the reader, and a good incentive for them to sign up. If your Facebook fan page has all of that, the format doesn’t matter. Use the same elements of a killer landing page even if your page doesn’t look like one.

Post Consistently

While bemoaning the switch to Timeline, I was looking over my old stats and I realized something – It’s never really been your page but your news feed that draws prospects. We spent lots of time optimizing our profiles but according to my stats at least, it was the feed that got my page new fans.

This is good news. It means that the switch to Timeline doesn’t matter so much. Focus on posting consistently and capturing leads with your interesting, engaging and/or entertaining posts instead of your page. Remember that it’s all about socializing. People are going to see your posts on their friends’ profiles, and that’s how you’re going to get leads instead of SEO.

Always remember that with Facebook, it’s a human being thing. Devote time each day to getting out there and connecting with other people. These connections will capture way more leads for you than any formatting or optimization you do on-page.

To your success

Toby Russell

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