5 ways to create engaging Facebook brand pages

It is often surprising to see how little creative effort companies put into their Facebook marketing, particularly given the level of noise they make about using the platform.

Creative resources can be scarcer at small businesses without big social media budgets, and Facebook does have a somewhat static format to work with. Yet it needn’t be costly to come up with some great landing page manipulation, and here are some tips that should offer some inspiration:

 

1. Use a large call-to action

The most obvious and relevant call to action is to invite visitors to click on the ‘Like’ button of your Facebook page. BMW has consistently used this tactic on its landing page, always updating the look and feel of the graphics in line with its current messaging. ..see BMW Facebook page

 

2. Create an interactive, user-oriented page

Depending on who your target audience is, encourage interactivity with suitable competitions, games and interactive video. Disney Pixar has done just this, framing activity on its landing page around its latest Disneyland project, John of the Jungle. Also observe Disney’s use of joined-up activity on YouTube, where visitors can upload photos to a competition…see Disney Pixar Facebook page

 

3. Keep it clean and simple

It may be tempting to equate creativity with flashiness, but the results can end up being overcomplicated. A clean and simple design that presents users with only a handful of options like Harley Davidson’s can still be visually impressive…see Harley Davidson Facebook page

 

4. Promote a cause

Facebook is an ideal setting to promote any charitable tie-ups, as Heinz Ketchup is currently doing with its Wounded Warror Project partnership. Its landing page uses clear, striking calls to action, which perfectly fit Heinz’s distinctive branding. Conducted correctly, philanthropic tie-ups can have remarkably positive effects on engagement, but be aware of the risk of coming across as self-serving…see Heinz Facebook page

 

5. Encourage a user journey

Visitors landing on Oxfam GB’s page are presented with a clear and colourful series of options that direct them to relevant areas of specific interest. A useful tactic for organisations with lots of content and resources to share, this is an enticing invitation to journey on with a brand. Notice also Oxfam’s prominent placement of a call to action to sign up to its email list…see Oxfam Facebook page

 

Bonus Tip: Note that each example within this crop employs unique tabs, created within the company pages, that act as fixed landing points for the user. The results are instantly more engaging and sticky than arriving at a standard Facebook Wall.