OK guys, so I’ve got some good news and some bad news for you. And since I want to leave you with a message of hope I’ll give you the bad new first:
Building your Facebook fan page is hard and it’s expensive.
Over the past 12 months, levels of user-page interaction have plummeted right through the floor. Not only are users generally less interested in what brands have to say (yes, ‘brands’ also includes you, dear musicians), they are less likely to see the posts and ads being published by these Pages.
-> Read up on Edgerank for more on how (and why) Facebook intentionally limits the reach of your content.
Facebook has become an increasingly competitive marketplace, with more and more musicians and brands trying to snatch up their slice in a crowded online marketplace. We’ve all sat back and watched in both horror and disgust as Zoosk and their undiscriminating buddies have broken free of their imprisoning sidebar and overthrown our once sanctual Home and Mobile feeds, compromising the already fragile concentration spans of users and leaving the rest of us with the near-impossible task of restoring some kind of order.
To sum it up in a few words, achieving online cut-through right now is as hard as it has ever been. And now that you’re left soaping yourself up in a luke-warm bath of disenchantment and self-despair, let me tell you how you can fix it.
As two extremely wise Steves (Steven D. Levitt & Stephen J. Dubner) said in their bestselling book Freakonomics…
“People respond to incentives”
Incentivizing your audience to take action on your page requires an understanding of exactly WHO your audience is, and WHAT will motivate them to click.
In order to cut through the noise and get in front of potential new fans, you need to offer up a unique value proposition (UVP) – and this really needs to be something more than simply “Like my page because I make the sickest beats!”. You could offer a free download of a track or remix, access to exclusive video content, a competition to win a prize or experience such as a free vocal session or private gig, or any other bright idea you can come up with.
Once you’ve identified a UVP and crafted your message, it can be easily and effectively broadcasted using a combination of organic & promoted page posts, and Facebook’s pay per click advertising platform if you’re feeling a little more adventurous.
But the truth is, getting traffic to your page is the easy part – converting these clicks into fans is where it things get a little tricky. Dropping users onto your page without giving them a clear path to follow is a lot like spending every night of the week on the pokies – possibly one of the fastest and most pointless ways to burn a hole in your lovely new pleather wallet.
Users need direction and a clear course of action on your page otherwise they will quickly get frustrated & impatient, and most likely bounce to a place that’s more congenial to the good times.
Are you ready for the final piece of the puzzle???
The single most effective way to build fans, drive Likes and raise conversions on your page is to drop people onto a purposefully built Facebook landing page (otherwise known as an App). A custom App allows you to control exactly what messaging & content users can see, and you can also make it look incredibly sexy; as well as implementing a ‘fangate’ – a two part page requiring users to click Like in order to access your exclusive content or enter a giveaway.
I tell you now, beyond the shadow of any doubt, that setting up a quality fangate on your Facebook page will bring down advertising costs significantly, help you capture email addresses, look magnificent and above all else grow your Facebook fanbase. A well worthwhile investment, methinks.
Now before I retire to my bed chambers for the evening, below are a few quick examples of really nice fangates we have created for our clients over the past few months, along with a link to a great Jaden Social case study which demonstrates the power and the value of a well-built ‘lander’.
-> Click on each picture to visit the App on Facebook, and remember to Like each page to see a live demonstration of the fangate in action!
Thanks for reading, and I look forward to our next chat.