The Clickable Search Engine Marketing Blog

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Max, I believe that many marketers miss out by not keeping them within the eco-system of Facebook. By landing them back on their business page they have an easy environment to garner interaction, which leads to brand loyalty and awareness. It is also disarming and allows the visitor to discover content without being "sold", and in an environment that is comfortable and familiar.

My two cents.

George Seybold

President

Seybold Inc.

Hi George, I agree with you that company Facebook Pages can be a huge opportunity missed. However, the opportunity of Facebook pages is to engage through authentic interaction -- in a more customer-service fashion. Facebook Pages, at least today, don't lend themselves to specific conversion events that many performance advertisers seek. If there's any question over a business's ability to nurture visitors sent to a Facebook Page, then such a business would be better served by directing them to an external landing page (designed to convert). This explains why so many (our estimate is most) Facebook Ads direct visitors who click to external conversion pages. Of course, this nurturing and CRM requirement of using Facebook Pages as advertising landing pages creates challenges for agencies. Agencies, by definition are agents, not company employees; and less apt to manage one-on-one relationships inside Facebook Pages. What's your experience?

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