A Brands Facebook Landing Page

If you’re like me you’ve started to notice brands using statements like “Become a fan on Facebook,” or something of the sorts in both print and online marketing. That’s cool… but there are a massive number of brands missing the boat in terms of their Facebook landing page.

When I go to your Facebook page what are you telling me? For a lot of brands the answer to that question is “absolutely nothing.” You typically get dropped off at the “Wall” and read comments random fans have left, which I consider to be a bit dangerous.

For example, let’s say you decide to go to X financial institutions Facebook page. Upon doing so they drop you off at the Wall and the first thing you read is a complaint from a consumer that says, “You did X that made me feel ripped off and now I’m going to go bank with X.” Not a very good first impression right?

Fortunately, there are some very simple things you can do to make sure you are making a good first impression.

Solution

Facebook allows users to control which tab non fans are dropped off at – meaning you have control over that vital first impression. You can simply change your settings to make the Info tab be the first thing that is seen, but I would suggest that you use the Facebook box option. By using boxes you can incorporate fbml, which is simply the Facebook version of html.

Let me give you a couple examples of brands that I think are doing things right/wrong.

Right

When you visit Victoria’s Secret Facebook page (no I don’t stop by there a lot, just a good example) you immediately get taken to their Spotlight tab where they share information (as of this writing) about winning a trip to their fashion show, new designs, special events and more. It’s very informative.

Wrong

I don’t know if you are familiar with Bruegger’s or not, but they make a pretty good breakfast bagel. I digress. While eating breakfast at one of their locations the other morning I noticed that they were promoting their Facebook page and asking people to become a fan. Being a curious marketer I eventually made my way to their page.

Unfortunately they dropped me off at the Wall and after reading a few posts from random people I didn’t feel the least bit compelled to become a fan. They offered no value.

Another “Right” Approach

The clothing company Guess has started promoting their Facebook page on the checkout screen in their stores. I noticed it, maybe others do as well.

Upon checking out their page I noticed that they make good use of the boxes option, but the big difference in their page and the Victoria’s Secret page is that they immediately drive you to various landing pages on the Guess Web site. They seem to be focused more on the sales aspect than building a community. That isn’t necessarily bad, just a different social media strategy.

Don’t just drop people off on a Facebook page and expect them to know where to go or assume they will simply become a fan. Give some guidance and do it in a way that allows you to control that valuable first impression.