Best Practice for Announcing Your Promotion on Facebook

MikeGingerich
Mike Gingerich co-founder, TabSite

Posted on December 14th 2012

Best Practice for Announcing Your Promotion on Facebook

Company X has decided to run a promotion on their Facebook page.

They've created the promotion tab using an approved Facebook Promo App and it's ready to launch. Their confident that the promotion will take off and go viral.  They intend to simply post a link to their Facebook page and sit back to watch the promotion take off.

DANGER!  They've fallen into the "if you build it, they will come" fallacy.  

Simply having a promotion live on a Facebook page is not the end.  A central key to the success of any Facebook promotion is to capture attention of fans and drive them to the tab on the 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 a promotion in terms of 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 can a company best get the word out on Facebook about their promotion?

The Answer:

Post a Photo to the page News Feed.  It must include a call to action and a Smart URL in the image description field similar to this example below:

1dSelect-photo-video.png


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.

 

Quick Guide for posting your contest or promotion to Facebook.  

This works for posting to your Facebook Page or a Facebook personal profile.

 

1. Go to your Timeline on Facebook and select "Photo / Video" for your new message.


1a1Select-photo-video.png

 

2. Next Select "Attach Photo / Video"


1bSelect-photo-video.png

 

3. Choose the image

Choose the image you want to post, add a text description to inform viewers of the promotion (this is the call-to-action that fans will see in their News Feed when the image catches their eye!), and include a smart URL to the tab in the description so that desktop and mobile viewers can access the tab. 

1cSelect-photo-video.png

 

Then simply publish the post or schedule it to go out at a specific later time.

Following this procedure gives you the best visual means to sharing information about your promotion and drawing in fans to participate.  With images continually permforming better in engagement (Likes, Shares, and Comments) this method is the best current practice for sharing your promotion on Facebook.

Bonus Tips:

Announce Promotion on Facebook Page Cover Image

To get even further traction, consider updating your Facebook Page Timeline 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.

1eSelect-photo-video.png

 

Create  111 x 74 Tab Image

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.  This helps draw in visitors who have come to your Facebook Page and alerts them on your current promotion.

 

This model for announcing a Facebook page promotion helps businesses capture the attention of fans and friends of fans.  The use of images to announce the promotion enables pages to best capture the attention of viewers.  This combined with the use of a Smart URL to enable mobile viewers easy access to the promotion, helps to ensure that "when promoted right, they will come!"

 

MikeGingerich

Mike Gingerich

co-founder, TabSite

Mike Gingerich is co-founder of TabSite, the leading Facebook Page Management software for small and medium sized businesses.  Mike leads the Product and Business Development teams. His background is Internet Marketing, having created and implemented strategies across many industries in the past 10 years. TabSite offers a full promotion suite of tools for Facebook Pages.

See Full Profile >

Comments

Facebook cover photos are a great way to advertise both yourself and your business.  Cover photos are the first thing that you see when you visit a page or scroll over a person or company's profile picture.  Make your cover photo something that stands out and attracts positive attention! 

Thanks for the comment Qnary!  Yes, as I note, having a cover image that flows with your promotion is a great idea.  Your cover image needs to stay within Facebook guidelines for not including a URL or a call-to-action but can share information on a promotion you are running.

Mike,

Thanks for the article. Have a question / comment and would like your thoughts.

I am well aware images get more views and am familiar with Facebooks claims inthis regard.  I also, to confirm the results for my clients, have conducted my own tests using multiple clients and see the same, but not similar results.  Images get more views.

My question / comment; monitoring my clients pages each and every client gets more presentation of text posts versus image or link posts.

Have you seen the same trends?  If so, do images truly get more views considering they are presented to a much small audience?

Thanks.


James Meyer

@netprofitsmedia

James, the big key is that while some text posts now are potentially getting more reach, text posts do not get more engagement.  Engagement (Like, Shares, Comments), which images get clearly more of than text posts, is the key because that builds the users affinity to your page to see more posts in the future and by their engagement they are extending the potential for their network to see it and interact further.  This is the key!

Also, to do what I've outlined here without a image means you have to post a link and link posts get worse results than text only posts, hence, the key is to go with an image at this time.