Integrated Facebook Marketing: Combining Pages, Apps, Ads and Sponsored Stories to Gain Fans

The following is an excerpt of the first entry in a series on integrated Facebook marketing campaigns. The full version, available in our Facebook Marketing Bible, contains more detailed strategy and walk-throughs for each step of the campaign.

Businesses can market themselves by separately using Facebook Page posts, applications, traditional Facebook ads, and Facebook’s new social ad unit Sponsored Stories. For maximum impact, though, they can be combined to run “integrated marketing campaigns” designed to get users to take an action such as Liking your Page that benefits your business and triggers additional exposure for your Page through news feed stories and Sponsored Stories.

Here we’ll walk-through how to execute an integrated Facebook marketing campaign aimed at gaining Likes for your Page.

Introduction to Integrated Marketing Campaigns

The goal of Integrated Facebook Marketing campaigns is take advantage of all of Facebook’s marketing products and channels at once to gain the most conversions on a call to action at the lowest possible cost. These campaigns use paid and owned marketing channels to drive earned exposure.

Owned – Your Facebook Page, which can post to the news feeds of fans and host applications Paid – Facebook Ads, both traditional ads, as well as Sponsored Stories that require a user action to trigger them Earned – News feed exposure, triggered when a user takes certain types of actions.Integrated Page Like Campaign Walk-Through1. Set up a Like-Gated landing tab

First, you’ll set up a special landing page tab application on your Facebook Page that encourages users to Like your Page. The tab should be Like-gated tab, meaning users who haven’t Liked your Page are shown one screen and those who have are shown another screen.

Those who haven’t Liked your Page should see a landing page explaining that if they Like your Page now, they’ll gain access to something valuable, such as a coupon or discount, the opportunity to enter a contest, exclusive video or photo content, or a fans-only application or game. Vividly describe or preview the content or opportunity — make it sound valuable enough to users that it’s worth exchanging access to their news feed for.

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