The New Facebook Timeline aims to create more engagement for small business pages.
It's now all about imagery - being able to capture the essence of what your Page is about in pictures and multimedia - because these are the items that have historically produced the most human interaction.
The dimensions of the images that you need: new cover image - 851 x 315 px; new profile image - 180x180 px; new app or thumbnail images - 111x74 px
Despite the concerns of small business owners, research has shown that the new Facebook Timelines for a selection of major brands are getting an average of 46% more engagement than the old style Pages. This figure rises to 65% for video and photos - termed interactive content.
There has been speculation that the reason for the change is that Facebook is trying to weed out those business owners who don't know how to use Facebook for Business properly.
Most will set up a fan page for one of four reasons - three of which will take a lot of effort and produce little reward:
1. To build a massive fan base; 2. To provide customer support and interaction; 3. To build a huge brand; 4. To build a list to sell my products to
The last one is the most important and most effective reason for having a Facebook business page.
The whole idea is to build a Timeline that will send potential customers to a custom tab that will generate leads by getting email addresses via an optin form.
Why Facebook Timeline for Business Pages Will Be More Effective Than The Old Style
It's all about story telling.
An example of effective advertising via a great story which has been bandied about recently is the effects of the film Top Gun which increased both the sales of Ray Ban sunglasses and the sign ups to become naval aviators. Just because two young guys had made them look cool.
John Carlton, the famous copywriter, said that the best advertising copy should have a star, a story and a solution.
If you know how to make your product the solution to someone's problem, the new Facebook timeline for business pages becomes much more powerful with its cascading comments and feature boxes.
The cover image is one large photo that encapsulates visually the mission and message behind your brand.
You can highlight important events in your business's history - milestones like the successes of customers who have used your product, the opening of a new store or launch of a new product. The arrival of new staff members, and the beginning of your brand.
All this is in chronological order and illustrated with images or videos and stretched across the page or pinned to the top to get noticed. People get a chance to see what your business is all about and how the company has grown. The idea is to create a powerful bond between your brand and its followers.
But the most important point is that each of these status updates should have a link back to the related page on your website or a dedicated Facebook custom tab designed to encourage people to sign up to your list.
So you can continue to market to them in the future.
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