Today’s the DAY! Huge Facebook Update that is going to send all online digital marketers and online business owners scrambling to drink! Yup the “GATE” is gone.
Now in the Local Business world not many have used this feature unless of course they have hired an expert in social media or digital marketing that turned this “gate” on in order for people to receive your FREE gift or content upon liking their business FanPage.
But Facebook has removed this! They are no longer allowing these gates or words like “like our page to receive this…” to be used.
If you haven’t done this, Facebook will only show your non-fan content. This is CRUCIAL to your business!
You can no longer ask people to like your FanPage FIRST before receiving their free gifts from you. It is strictly forbidden! You can’t even ask for FanPage likes FIRST via social plugins or optins to email list. FaceBook’s algorithms are smart and they know exactly what you are doing within their system.
This isn’t all bad news as FaceBook expert Jo Barnes explains: “What this means for us all is that the fans we attain are FAR more likely to be genuinely interested in our brands LONG TERM and therefore more likely to become customers. Users who were liking pages to just get offers and giveaways are not necessarily going to convert to becoming a customer which, let’s face it, IS the ultimate goal.”
I personally have taken down my “gates” and moved a service I promote on my FanPage with a third party app LeadPages, with NO “gate” turned on. I have also renamed my app to SERVICES on my FanPage. App logins are still acceptable and so are App Page promotions.
What’s great for local business is that you can reward check-ins to your business. For example. You could offer a discount to anyone who ‘checks-in’ to your local business on Facebook. Remember they MUST have checked-in. This is great for table top cards or front desk cards for example. This also allows you to have TRUE likes from actual consumers using your local business and who wish to follow you and your feed on a regular basis. This is something you could do for your business right away.
You will want to double check a few things:
1) Check over your page and make sure you have no like-gate features on it.
2) Re-Consider your Facebook strategy for check-ins/offers and give aways via Apps. You can still have an optin to collect nap’s (name, address, phone number), this is critical to the growth of your social media fans but you just have to tweak your strategies.
3) This is a good time to make sure your FanPage has your business address on there and all your business info is up-to-date.
You are still perfectly fine to offer exclusive contest, promotions, create coupons, give away free gifts and other give aways when people either: Check-in to your business FanPage, Enter your contest on your FanPage or Login to one of your App’s.
Jo also mentions: “Consider that your fans, no matter how few or how many, need to be communicating with your page are genuinely interested in it. There is NO point having 100K fans if they only ever liked your page to get something from you ONCE.”
Remember quantity is not nearly as good as quality! I would rather have 500 good quality fans than 10,000 fans who have no interest in how I serve my customers. Yes, I know we like to see the numbers…it’s an image thing we have as local business owners, but we just have to let that stereo type go! 🙂
Here’s what Facebook states: “You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentive people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”
So re-think your Facebook marketing strategy. Consider contests, check-ins, business app’s, incentives,
Remember: Don’t put all your eggs in one basket. Don’t build your house on a rented land.
You don’t own Facebook software but what you do own is your email database! And this can still be done. So go and build a new way!
Have you already ditched your like-gates? Or are you wondering what to do next? Let us help!
Jo Barnes: (her FanPage reference) InsideFacebook (also their picture here) http://buff.ly/1y2pADv
Agora Pulse: http://buff.ly/1y2pyvB Mari Smith: (her FanPage reference) _________________________________________________________________________________________________________________________________________________________________________________________________ Cheryl is an Online Digital Marketing specialist for local business. She specializes in working with car dealerships, real estate and medical professionals. She has over 25 yrs experience as a successful local business owner and in 2010 she started speaking and mentoring local business entrepreneurs with her own products, programs and consultations to increase sales and clients with technology advancements in the “new economy”. Book your FREE 15 minute complimentary assessment today at http://meetme.so/CherylLynn If you are interested in having Cheryl speak are your next event please click on the following link to learn more: http://www.cheryllynninternational.com/speaking