What You Should Know About Custom Facebook Pages

This article UPDATED March 13, 2012:  Note as of March 31st custom pages on Facebook can no longer be set as default landing Pages.  See here for details on functionality changes that will apply to all Pages.

Do you have a custom Facebook landing page for your practice?   These page tabs may be labeled as “Home, Welcome, or Special Offer” tabs… If you aren’t sure what a custom Facebook landing page is, you can see an example here.

Whether you already have a landing page for your practice Facebook Business Page or are considering one, here are a few important points to keep in mind.

1. Is your Facebook Page active? If you haven’t received a new “like” in months and your comments and interaction are non-existent, you may want to reconsider dedicating resources to a custom landing page.  Why?  It would be like buying a website remodel to make a non-performing website look better.  In other words, if your website isn’t getting web traffic, you should probably be thinking about SEO rather than just a prettier website.  The same holds true for your Facebook.  Rather than purchase a fancy custom landing page, you may want to think about investing in training for your team to give them the tools to enlist patient interaction.

2. Scrutinize template landing pages. There are a variety of services and options to personalize templates for your Facebook landing page—some are excellent while others are totally inappropriate.  Before you purchase a custom landing page, consider where your Facebook traffic originates. For example, do the majority of your likes come from existing patients?  If so, then a custom landing page offering “New Patients Receive Free X-Rays and Exam” is sure to offend patients who may have recently paid for this service themselves.  However if the majority of your Facebook traffic is coming via Facebook ads (people not currently patients), then you might consider a special offer.

3. Remember the primary purpose and benefits of Facebook: To connect with others and grow long term relationships. Be thoughtful about what your custom landing page says.  For example, would you tell people to visit your Twitter so they could find a link to your Facebook Page?  That’s silly right?  Well, why then would you make “Visit Our Website!” the primary header of your Facebook landing page? You’ve likely spent money, time, and effort to get people to your Facebook Page—with the intention of getting their likes and growing relationships with them on Facebook.  Therefore, encourage people above all else to connect with you by first and foremost clicking the like button. Don’t make the primary message people see when they land on your Facebook, “Hey, thanks for visiting our Facebook! Now leave Facebook immediately and go to our website”.  That’s just silly.

Most importantly, consider the culture and values of your practice. What impressions do you want to make on existing and potential new patients?  In addition consider your Facebook marketing goals.  Let your values and goals dictate the direction of all your Facebook efforts, including the direction of your custom landing page.   What will your Facebook landing page say about you?

Need help with Facebook Marketing?  Check out Rita’s On-Demand webinar series.  Watch the webinars whenever and where ever you want. Learn more here: http://www.dentalrelationshipmarketing.com/webinars/