Since it came out in late march, many marketers and business owners had mixed opinions about it. Many of them had reported an instant increase in conversion, while others are still struggling to get good results with it.
Before we dig into details, you first need to know that most people don’t actually come back to a page after they like it. They only interact with your page form their news feed, so all the optimization that you’re going to be doing on your Facebook page will be meant for new people who don’t know much about your brand. When they land on your page from external traffic sources, you’ll only be having very few seconds to grab their attention. Making a first good impression is crucial in today’s web. If you do a good job optimizing your page using the very simple techniques that we’re going to be talking about next, then you’ll convert those people into loyal fans. If you don’t, then you’ll be wasting all the great opportunities that this new timeline offers.
The first thing that we’re going to be talking about here and which will help your page convert better is the header image, or as Facebook calls it the cover image. It should be 851*315 pixals. If you don’t already have one for your Facebook page, then you definitely should get one done soon.
About what you should and shouldn’t include in this header image, Facebook makes it clear in their terms that you’re not allowed to put any call to action or contact information in your cover image. If you take a closer look, you’ll instantly see that it looks almost like your blog or website’s header. However, it’s only meant for branding your business page and make it noticeable and attention grabbing.
When you’re getting your cover image done, make sure it’s consistent with your other social channels (twitter, blog…etc).
The second thing that you need to optimize in your Facebook timeline page are the custom apps right under the cover image. These apps act like your website’s navigational menu, and they are meant to increase interaction with your page or drive people through specific channels so you can convert them. One of the most powerful features that Facebook introduced in the new layout is that each of your custom apps will have a unique URL that you can direct people to from external traffic sources.
The first tabs is for the images that you upload on your Facebook page. This tab in unchangeable, but you can play with the other 3 to include the most important ones always at the top. The other priceless feature is that you can change the image and text of each of your tabs. While you’re not allowed to put call to actions in your cover image, you’re advised to include them in your custom tabs (either on the image or text). You can be creative with your custom tabs to drive people’s attention to them so they click and go to whatever custom app you want to drive them to. Try to include call to actions like: get it free, free webinar, free videos, get it now…etc
I know that many marketers have been complaining about the removal of the custom landing tab, but I can tell you that this new design supports it even more effectively. You can still direct people to your custom app using the unique URL that Facebook gives to each of your apps. Once they land on your app, they’ll see your custom tab and take whatever action you want them to take.
Now that you know how to make your Facebook page more attention grabbing, we need to talk about the great features that Facebook has introduced in this new design.
The 2 features that I wanted to discuss here are the pin feature and the highlight feature.
You can pin your most important posts on the top of your Facebook timeline or stream for up to 7 days so people who land on your page will be able to see them first. Whenever you have a post that has resulted in a fair enough engagement rate, you should pin it to get new people involved with it. This post will perform better, because it’s already proven to do so from the previous feedback that you had on it.
I like to think of this pin feature as the featured posts section that comes at the top of your blog. Since your pinned posts are only seen by people who land on your page and who are most probably not fans, you can make use of it to make them like the post, comment on it or share it.
The last feature that we’ll discuss here is the highlight feature.
This option is a little bit different from pinning your posts, but they are both meant to grab people’s attention to your most important content.
If you have a big announcement, event or any other important thing that you need people to see when they scroll down through your timeline, then you definitely need to highlight it. When you do, the post will be expanded throughout your whole timeline. This feature works best with photos and videos, so try to use different content types and see which one performs better.
So, that’s it for today. I really hope you got some ideas to implement right away on your Facebook page. Please let me know if you have any questions.