5 Tips for Driving Facebook Fans to Your Website

social media how to

Are your Facebook fans frequenting your website? Do you want them to?

Keep reading for five ways to drive traffic from Facebook to your company website.

Thoughts on Facebook

While Facebook has become an increasingly significant communication medium, for many businesses and organizations, their website remains the primary consumer touch point.

So what do you do if you want to get your Facebook audience to engage more on your brand site?

You could of course have everything on your Facebook page point back to your brand site, but you run the risk of alienating those people who want to consume content on Facebook.

Savvy marketers are using traditional and social channels to support one another.

So here are five suggestions for ways to drive traffic back to your brand website without undermining your presence on Facebook.

#1: Take advantage of tabs

There are many different ways to use tabs for the dual purposes of engaging fans in the Facebook channel and providing relevant links back to your website. A good example of this is Honda. When users first land on their page, they’re encouraged to Like the brand but can also easily click to the Honda site for more information about any of their vehicles.

honda

On this landing tab, Honda provides users with an opportunity to explore their various vehicle models, linking to those vehicle pages on Facebook and back to the Honda.com site for more information.

As you create tabs for your page, think about how you can offer users utility on Facebook but without hosting all of your content on your Facebook page, especially when the content already exists on your website. Where appropriate, include links that drive users back to your site.

Remember that you can set any tab as the default landing tab for people who have not previously Liked your page. This way you can shape their initial interaction on your page to support your objectives both on and off of Facebook.

#2: Share articles or blog posts

If your company produces content that is hosted on your own website, be sure to post it to your wall.

Even if there is a high level of overlap between visitors to your website and your Facebook page, don’t assume that people are seeing every new piece of content on your website. Promoting articles and blog posts is an effective strategy because the content will be consumed on your site but can gain additional visibility through sharing, commenting and Liking on Facebook.

Media companies are major practitioners of this because they have produced a wealth of content, but you don’t have to be The New York Times to take advantage of this strategy.

nyt

The New York Times shares articles on Facebook.

Amnesty International USA does a good job on their page of posting updates from their website and blog. Many of these items have generated significant feedback on the page. At the same time, interested readers are driven back to the source, where they are encouraged to subscribe to a newsletter and donate to the organization.

It’s worth noting that in addition to posting stories to their wall, Amnesty International also features a separate tab dedicated to its blog. Posts are summarized on the tab, but full post content can be found only on the blog site.

amnesty international

On this tab, Amnesty International features news content that links back to their blog.

#3: Use teaser content

When you post an article (as in the previous example), you provide your fans with a clear picture of the content being shared. The post will contain a headline, photo and intro text. But in this case, I am suggesting you provide only a teaser to pique the user’s interest. Some might find this a bit sneaky, and it’s not something you want to do all the time, but it can be an effective way to entice a click.

Target does a good job of this on their page. As you can see in the example below, they have posed a question that is likely to generate interest and they have included a short URL so it’s not immediately clear where the link will take you. However, you have to be careful when using shortened URLs because some users may be apprehensive. In this case, Target has their own short URL so it can be a trusted source.

target

Target cleverly uses teaser content that is likely to generate a click back to their brand site.

#4: Run a contest on your brand site

Many companies are using contests to engage their fans on Facebook, but don’t forget that contests can also be a great tool to cross over to your brand site. Especially when your contest is more than a simple giveaway, you may find it easier to integrate your overall brand identity when the promotion lives outside of the confines of Facebook.

With the right platform you can run the contest on your brand site and still benefit from integration with Facebook and other social channels.

Here is an example from the airline WestJet. They’re strongly promoting the contest on their Facebook page, but all of the interaction takes place on a branded site where they have full control over the user experience.

westjet

WestJet asks fans to share about their last vacation to win vacation prizes.

#5: Special offers on your website

Whether you are an ecommerce site promoting a sale, a publisher providing access to exclusive content or a small business offering a coupon, you can selectively determine how you present offers on your website and through social channels.

It may seem obvious for a shopping site such as Gilt Groupe to promote special offers to its Facebook fans. But what Gilt does really well is balance the content that it shares on its wall so that it isn’t all about their sales. They include conversational wall posts, photos and polls to keep their audience engaged and keep their page from being simply one big advertisement.

gilt

Facebook fans receive a preview of this special promotion available only on the Gilt site.

Another option to consider is providing your fans on Facebook with access to offers on your website before promoting to other channels. This will encourage people to stay engaged with your brand on Facebook, but ultimately you are able to drive them back to your site.

Managing multiple consumer touch points can certainly be a daunting task. As long as you have a clear sense of which channels best serve specific objectives, you can derive benefit from Facebook marketing without sacrificing the investment you’ve likely made in your website.

What do you think? What other strategies have you used to effectively bridge the gap from Facebook to your brand website? Leave your comments in the box below.

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About the Author, Ben Pickering

Ben Pickering is a digital marketing executive who has worked with many of the world’s top brands. He has written and spoken extensively on the topic of social media marketing. You can follow Ben on Twitter @bpicks. Other posts by »




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  • http://cathypresland.com/guide-to-starting-a-business/ Cathy Presland

    Like these tips and great to show examples. Love the Honda example but I would caution small businesses to be careful about too many offers – sometimes we just want to get to know you!

  • http://www.yoursocialmediamogul.com Knikkolette Church

    Even though a lot of people are not too happy with Facebook right now, it still has it’s place and it’s going to be around for a while.  These are all great ideas!  Thanks so much for sharing them with us!

  • Chik Quintans

    Great review of some FB basics. In #1 can you really call the links “tabs” anymore? Agree with Cathy P above on cautioning small businesses with too many offers. I also agree that the primary website is the main consumer touchpoint for many businesses. Seems some try to pack in too much on their FB Pages.

  • Chris McNamara

    This is great for the B2C space, but do you have any purely B2B examples (specifically companies without a consumer division/brand)?

  • http://www.thesocialmediahandyman.com Paul Chaney

    I manage the fan page for a client that is an online magazine. We use a Welcome tab that contains links to our website and we post fresh content created on the website two or three times daily. I also do a weekly roundup of the most popular articles using the Notes component. Suffice it to say, that effort has paid off. FB is the #1 source for referral traffic. 

  • http://www.pritchardvolk.com Lpritchard

    Great article. We have used many of these suggestions for a retail shopping area. Some we have not employed and will certainly look into. We are completing a sweepstakes and the cross over effect is fantastic. We  have gain 4000 new fans and  7000 new people to our website database for our monthly e-newsletter. I wonder what the new “next idea” will be?

  • http://twitter.com/BusinessPartnrs BusinessPartners

    Cathy has a great point. While contests are great ways to pull customers, some may unlike your page after the contest ends, so it’s extremely important to build some kind of rapport and concentrate on providing value to the customer first.

  • http://about.me/bpicks Ben Pickering

    Thanks Cathy. I agree that it is important that the brand-consumer interaction not be solely “transactional” and especially in social channels. Finding the right mix of communication, sharing content, and promotional offers is critical to developing a more genuine relationship.

  • http://about.me/bpicks Ben Pickering

    Hi Chris – While I didn’t share any B2B examples I think that many of the same concepts apply. Facebook is inherently a consumer oriented platform so it’s going to be more challenging for B2B companies to amass lots of fans, but they can still engage with their target audience and use the above techniques to drive those people back to their web site. Tailoring the content or offers to the appropriate audience is the key.

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Hey Chris – Sure thing.  Why not look at Social Media Examiner.  We are pure-play B2B.  The other big name that comes to mind is Intel.

  • http://about.me/bpicks Ben Pickering

    Thanks Mike. Both great examples!

  • http://about.me/bpicks Ben Pickering

    I have a couple of prior posts focused on contests specifically. You may want to look at http://www.socialmediaexaminer.com/how-to-run-a-successful-social-media-contest/ and http://www.socialmediaexaminer.com/how-to-measure-the-return-on-social-media-contests/. I agree that contests are only a part of a comprehensive social marketing strategy and there needs to be a plan in place to continue to engage new fans no matter how they are acquired.

  • Eamon O Buadhachain

    Great tips.

  • http://marismith.com/ Mari Smith

    Awesome post, Ben!! Love the specific case studies. ;)  

  • Ren Caldwell – Work

    Hi Ben, All good suggestions and #3 was a new idea for me… good one!  However, I was hoping from the article title this would be more about how to get new facebook fans to Like you page (of course then that probably would’ve been the title huh!) Anyways, I would <3 that article, or a link to one if it's already been done. Thanks so much!

  • Jamullen

    Thanks for the ideas, I’m going to try to use them for my non-profit.  Do you have a link to instructions on creating tabs in Facebook?

  • http://about.me/bpicks Ben Pickering

    Hi Ren. I don’t have a specific link handy but there have certainly been articles written about how to use things like “reveal tabs” (where users are required to Like your page to access certain content). Of course you must first get users to your page and offering compelling content or running fun promotions can be a great way.

  • http://about.me/bpicks Ben Pickering

    Since Facebook switched from FBML to iFrame tabs it is not something that is as easy to do yourself. There are however many good platforms out there (though you may have to pay). One of my favorites is pagemodo.com.

  • Janet Rossi

    Mix things up and do different kinds of postings. Also be a good community member….do you know if the Farmer’s Market is set-up today? Tell your fans and encourage them to buy local. Is a local business celebrating a one year anniversary? Tell your fans and ask them to show this other business some “like” love and help them get promoted. Use the “@” function so there is a solid link for navigation….be a good community member – share news, show them new product arrivals with pictures of recently opened boxes…”look what arrived!!” (generate excitement)..think about how your products and services help the “back to school market” – hot right now…become the authority in your niche with well-rounded thought out postings…. and don’t post too much….

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  • http://www.dianeyuhas.com/ Diane Yuhas

    I’ve encountered a FB friend who has a bad habit of directly posting links to her site as a status update on multiple profiles, including mine.  While this action may ensure that everybody sees the link, I find it incredible spammy and annoying.  I’d like to hear your expert opinion of this practice.

  • http://www.beavershred.com Document Destruction

    I have had the worst trouble with tabs.  Is there somewhere to get an abundance of tabs set up with static FBML so we can write the code ourselves and insert it?

  • http://about.me/bpicks Ben Pickering

    Hi Diane – I’m not sure if I’m qualified as an expert on Facebook etiquette ;) but I would say that any time you are sharing directly to somebody’s wall you need to be thoughtful about it. If you are simply sharing an item on your own wall, others will see that in their news feed, but it seems like a more appropriate forum to share (and a little self promotion is probably fine).

  • http://www.lorirtaylor.com/ LoriRTaylor

    Hi – with the iframes this is easy to do.  You can use the html code and put it in many of the applications like TabSite and others.  FMBL isn’t really being used anymore so that should be in your favor, if I understand th question. 

  • http://www.lorirtaylor.com/ LoriRTaylor

    I think Tab Site is just asbout the easiest thing to do. As well as Face It Pages.  You can also look at North Social.  But Tab site is one of my favorites for easy to do and looks pretty cool.

  • http://www.lorirtaylor.com/ LoriRTaylor

    A good B to B strategy would to have a perpetual webinar strategy to bring together your target audience and host an event that helps their business unrelated to you. 

    Or you could do once a month events using Livestream or just a prerecorded video with live chat questions and answers at your page.  Or you could use go to webinar to host the actual event, but I recommend staying at Facebook.  

    The important thing to keep in mind this isn’t about you or your company. 

    It’a not a sales webinar.  It’s educational and helpful, with nothing it for you. 

    For example, i have large direct mail clients (so B to B sell for me, even though the direct mail is going B to C).  So I might have a webinar called “How One Company Cut Their Postage Costs By 37%”

    You think the DM manager would attend? Heck ya! :)  

    No direct sales would come from that but will builds trust, authority and finally affinity. So if you sold dental equipement, you could have a webinar with an expert “Little Known Secret Revealed! How One Local Business Tripled Their Business, Just By Doing This” and teach them how to do local advertising.  

    The value is having the attendees who are your prospects get to know you and see you as a resource.  A team player!  It’s more non-threatening because they aren’t doing it during a sales call.

    As for prizes, you can still do that. Remember your buyer is human too.  They like ipads, coupons etc.  And that’s why it’s important to be more targeted with your prize. You might offer…

     ”Enter to win 2 free tickets a trade show, like the DMA so the rest of your team can go too!”  

    By doing a specific trade show, you keep more of the ipad hunters out of your mix.

    If you’re thinking a free report, that’s easy too!  For example if you sold video marketing to local businesses, you could title a report, “Top 10 Reasons Your Videos Suck” or if you sold to salon owners and title it, “The Top 10 Hot Celeb Trends For Hair Style Every Salon Owner Should Know”,

    Hope this helps!

  • http://twitter.com/antoniya84 Antonia Valeria

    Great article and examples, Ben! I completely agree w/ the teaser. So many businesses would just copy/paste an articles headline. There’s nothing enticing about that…

  • Barb

    Lori, do you know how to save a video off of livestream.com? Have you had an success or tools that you have used?

    Thanks in advance, great post!

  • http://wwwNickBogatin.com/ Nick Bogatin

    Great article. Thanks so much for the ideas.

  • Gloria Rand

    Static HTML allows you to create multiple tabs with their app, unlike some of the others.

  • http://leonardobittan.com Leonardo Bittan

    Treat ‘posts’ like email
    ‘subject lines’? Interesting thought Ben. I do wonder about the
    long-term effect of this (driving people away from their FB state of
    mind), but in any case, definitely a tactic to consider. Thanks for
    this article. Leonardo Bittan..

     

  • http://about.me/bpicks Ben Pickering

    Hi Leonardo. Fair point you raise. Like any marketing tactic I think you need to be careful not to over-use it. But ultimately if the click is worth it for the user that is what matters. Meaning that if you direct someone to valuable content on your site I think they will happily leave the Facebook environment. If you drive someone off to something that they don’t find useful then they may not click the next time.

  • http://www.nigeria-study-abroad-and-online-degree-program.com Charlesamayoh

    Thanks Mike for sharing!

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  • http://www.bloggingfromparadise.com/ Ryan Biddulph

    Hi Ben,

    Super creative tips here.

    Use tabs to your advantage. Of course, you don’t want to give your fans too many options, which can be confusing, but it’s vital to provide some really solid content and some giveaways too.

    My Facebook Fan Page is inspirational-themed, so right now I offer my eBook on 1 tab. You’ve given me a few other ideas to expand my brand.

    Thanks for sharing your insight.

    RB

  • http://comclonegrouponclone.blogspot.com/ comclone

    Thanks for taking time for sharing these informative tips, it was excellent and very informative it’s my first time that I visit here i found a lot of informative stuff in your article keep it up thank you.

  • http://www.lorirtaylor.com/ LoriRTaylor

    Barb, I have not done that personally, but here is a video that might help http://youtu.be/xCaU-PgbDLk also you could use camtasia or screenflow to capture screen if that’s too hard.  Hope this makes sense.  Let me know if not!

  • Jjcinc

    One of the best post I have read so far on Facebook. Thanks for this…

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  • http://www.modeltrainhobbyist.com/ Lionel Bachmann

    Great tips for using Facebook to drive customers. But in utilizing these, it’s important that you don’t use this as just another sales channel where your fans are constantly bombarded with offers. Use these tips as a way of getting to know your customers so you can serve them better.

  • http://www.modeltrainhobbyist.com/ Lionel Bachmann

    Great tips for using Facebook to drive customers. But in utilizing these, it’s important that you don’t use this as just another sales channel where your fans are constantly bombarded with offers. Use these tips as a way of getting to know your customers so you can serve them better.

  • Mullenann4

    We use the share article or posts on our walls often, but we didn’t get any comments until we joined some tribes, even though our click rate did improve. We have not been “selling” as much as giving information.

  • Mullenann4

    We use the share article or posts on our walls often, but we didn’t get any comments until we joined some tribes, even though our click rate did improve. We have not been “selling” as much as giving information.

  • SAPTrainer

    In my view Facebook has lost his cherisma….eventhough by using your points it is very easy to promote your website in a proper way…thanks a ton!!!

    Roopa
    http://saptrainingsonline.com/sap-workflow-training/sap-abap-workflow-training/

  • http://www.annemariecross.com Annemarie Cross

    Great post Ben; I’m doing most of what you have suggested so am on the right track. Something else that I do is to ask specific open-ended questions to prompt participation from members of the community. A great way to engage and have some fun at the same time!

  • http://www.awakeningbusiness.com Kaya Singer

    I enjoyed your ideas but it would be great to give some examples of what smaller serviced based business can do rather than the large corporate ones like Honda and Target. I realize the theory is the same but examples are really helpful and most of us are much smaller outfits.  Thanks.

  • http://about.me/bpicks Ben Pickering

    Excellent point Lionel. No matter what medium, you need to be careful not to over-sell.

  • http://about.me/bpicks Ben Pickering

    Absolutely. These tips are tools to drive traffic back to a web site but it is extremely important to engage your community within each social channel.

  • http://about.me/bpicks Ben Pickering

    Hi Kaya. I understand where you are coming from and will certainly look to include more small business examples in future posts. However, since they are not always as visible it is sometimes harder to find them (especially because a lot of the clients I deal with are larger brands). If you have examples of smaller businesses employing some of these tactics please share!

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  • http://www.wsibusinessmarketing.co.uk/ Matt Chandler

    The case studies for Facebook always come from large, B2C, American organisations.  This is either because most people writing on the subject are American and operate in the B2C marketing channel, or because that’s all Facebook is good for.  Thoughts?

  • http://about.me/bpicks Ben Pickering

    Hi Matt – Speaking for myself it is certainly the former. I operate primarily with US-based B2C companies. And I think a lot of marketing people who write on the topic fall in to that category. I know there are great examples of international companies and organizations using the Facebook channel. I would guess that some readers on here could share some good examples!

  • wab design agency india

    thia is a Great article. We have used many of these suggestions for a retail shopping area. Some we have not employed and will certainly look into.

  • http://www.squidoo.com/best-laptop-under-400 Anna W. Mize

    thanks mike for sharing.its really a good help.tip number three is awesome.i have not try it yet..

  • Pavel Langweil

    If you need a photo contest app, we have created it http://www.rainbowcreatures.com – it’s a download so you can either host your contest, or if you manage fan pages of someone else you can simply get the b2b platform and offer the contests to your clients (and add your own value like design, managing the contest etc).

  • http://www.i95dev.com/ecommerce Ecommerce Solutions

    I do not thinks these tips would work out for all businesses. One has to chose which suits them the best.

  • http://www.squidoo.com/best-laptop-for-college-students Irma Glory

    Attracting viewers as well as possible client or customer is a bit difficult. Making then get interested enough to click your sight. Though this tips are really good but it will depend on how you use it. They are tools but the mastery of using is up to you. I have read an an article of Ms. Sara Hawkins, there are certain legalities that applies to the tips being placed here. It might as well help.

  • http://www.seekingserenity.co.uk Jo Livings

    A really good and useful post, having set up my website, I’m now venturing along the online marketing road, so your website will be a brilliant resource. Thank you!

  • http://www.squidoo.com/best-laptops-under-600 Mandy Bohn

    This post is helpful but not to all business. I mean,doing those steps will really make things work but as I observed in facebook, everybody or most of the marketer do the same ways as that. I think it could be more helpful to dot more innovations to be more unique.

  • http://www.stocksicity.com Stocksicity

    Nice tips. I’m trying to get special promos and contests going right now. Hard to get hand on good resources though. 

  • Vasco
  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Thanks!

  • http://www.ebookreadergeek.com Greg

    Should one post the following on FB even though they have little fans or wait till some degree of fandom has been reached?

    Please advise.

    Cheers,
    Greg

  • http://about.me/bpicks Ben Pickering

    Hi Greg – These tips can be used no matter how many fans but obviously the bigger the fan base the bigger the reach. In general I think it is good to begin experimenting with different approaches to engaging your audience while still small, and then you’ll determine what works best as you grow your number of fans. Good luck!

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  • Miriam Christof

    I consult a B2B Uk company and they usually don’t have Facebook in their marketing mix. But we will use it to run a new scholarship program. I would like to set up a Facebook page exclusively for this program and run it a bit like “Project Runaway” with background information about the students/researchers, who apply for the scholarship, give them some challenges and spice this with a lot of photos, quotes from the students and judges etc. This is just a great way for a tech-oriented company to become more human and social.

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  • http://www.facebook.com/classic.rock.fans Rich Page

    Great article! Got a question for you – i am having great success with getting fans using facebook advertising, but really want them to come to my page immediately after liking my content. Do people who ‘like’ through a facebook ad actually see the initial welcome page that i have (for first time visitors)? How can I get them to see it, or encourage them to join my website if they go straight to the wall after liking the ad? I have nearly 6,000 fans, but most of them never get a profile on my full website. Here is my fan page:
    http://www.facebook.com/classic.rock.fans

    Any help or insight would be much appreciated!

  • http://about.me/bpicks Ben Pickering

    Hi Rich – Once someone has Liked your page, no matter where the Like takes place, then they will see the Wall as the default when they visit your page. Facebook does not seem to have any intention of changing this to allow you to default a welcome tab to existing fans. So your best bet is going to be to post content directly to your wall if you want to reach existing fans. Big classic rock fan here so you can count me as a new fan!

  • http://twitter.com/yapsocial YapSocial

    Hey Ben – great article.

    Points 4 and 5 are great, but without the power to amplify / broadcast your contest or special offers you won’t gain traction.  We’ve seen this again and again!

    I run a company called YapSocial, and we’ve built a platform which allows you to create campaigns, promote these through your customers/clients AND measure every activity generated with clear reporting.  We think we’ve done a pretty good job, and the clients we’ve worked with so far have given great feedback.

    We call it YapSocial Go (http://bit.ly/uGKesU), and we’re currently running a contest where you can see one element of it in action (our competition module!): http://bit.ly/u3N5WK

    Keep up the great work – we love the content your team keep putting out!
    Mic Burns

  • chiefgabril

    Amazing! Use Facebook to drive customers to the great secret. However, the use of these, it is important that you do not use this just a sales channel, your fans are constantly providing the bombing. Use these tips to understand your customers, so you can better serve them the way. Thanks for sharing!

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  • http://umain30.com/ Main Uddin

    Ben Pickering @ really great tips for e-marketers and bloggers those are on hurry of traffic and their wish will be fulfilled by the social media.However thanks for the useful information.

  • Ivan Aliku

    I have come to realize that posting valuable contents and relevant links to great posts/articles on your site converts a lot when using Facebook fan pages. But the trick to being successful in this is to get fans who are interested in your niche and you must have the ongoing effort to make them interact with contents you post on your page. Uploading educative and informational videos also convert. Asking questions and doing polls also helps. I recommend this post.

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