You've setup the tab and you've launched it live.
So where is all the traffic?
It’s the “if you build it, they will come” mistake.
Simply having it live is not the end. You've got to capture attention and drive fans and their friends to the tab on your Facebook Page.
To many businesses are failing at this key juncture.
Getting the attention of and making it easy for all fans (desktop and mobile) to access the promotion can totally make or break your promotion getting traction! It can mean the difference between 5 entries and 500 entries; between 5 Likes and Shares and 5000 Likes and Shares!
So how do you best get the word out on Facebook?
Post a Photo to the News Feed with a Call to Action.
Why a Photo?
Facebook, in its own research, found that the most successful posts for capturing the attention of users and inspiring action are visual. Photo albums generated 180 percent more engagement than other types of posts, and individual photos 120 percent more. Since 40 percent of a Facebook user’s time is spent in the News feed, capturing attention to inspire a “Like,” comment or share by using images is critical.
With images continually performing better in engagement (Likes, Shares, and Comments) this method is the best current practice for sharing your promotion on Facebook.
Announce Promotion on Page Cover Image
To get even further traction, consider updating your Facebook Page Cover Image during the active promotion time period with an image that alerts users to the promotion. See example below of a Cover image that notes the contest promotion that is currently running. Facebook recently loosened the Cover image guidelines. It is now OK to have a Call-to-Action in the Cover image.
Create a Custom 111 x 74 Tab Image
Create a custom image that draws attention to your promotion. This way, those on your fan page can easily see and be drawn to the tab. As well, make sure your Facebook Page Tab 111 x 74 image is in the top row and encourages the user to take action to go to the tab and participate in your Facebook promotion.
Do not add too much text. Simple and bold is beautiful for this!
Use a Smart URL
The Facebook App and mobile site version does not include tab apps when navigating to the page on mobile device. This is something that hopefully Facebook will change but they do not currently show them. This means that you must make your promotion accessible to mobile users by using a service that offers this function.
Services like TabSite offer a Smart URL to enable mobile viewers easy access to the promotion. The Smart URL they provide should be used in all posts about the promotion. When a user clicks on the Smart URL, the type of device the user is on is detected and a proper version is shown to them. One simple tool, the Smart URL, used everywhere, enables users on a mobile, tablet, and PC/notebook to all have access to the promotion tab.
The tips above are Facebook specific. Another item to consider is a Facebook Ad or Promoted Post to your target demographic. For as little as $15.00 a Facebook ad can dramatically raise the reach of your promotion.
As well, Page Managers should consider announcing the promotion and linking to it via their blog, Twitter, Google +, and via a email blast to their list. Promotion communication is an important aspect of a successful venture.
Together these tips help ensure that “when you promote it right, they will come!“