One of the most frequent questions I’m asked is, “How do I grow my Facebook following?”
The reality is that there are so many variables that it requires thorough analysis of the nature of the business and how their evangelists are most likely to engage with the brand. From there, promotional concepts can be developed that will drive engagement and growth.
One brand that I’m noticing doing great things on Facebook is Linkin Park. The band has 29 Million followers, and has gained more than 1 Million new followers since last week. So let’s look at what they’re doing.
Image may be NSFW.
Clik here to view.
1. A custom, default landing page promoting an attractive, relative offer that appeals to brand evangelists. It’s more important to note that the incentive is super-relative rather than the enormity of the offer compared to what your company could potentially offer, because it’s all a matter of scale. Only a few brands have followings greater than 1 Million, so in all likelihood, that isn’t your goal.
Image may be NSFW.
Clik here to view.
2. Relevant, engaging posts. Linkin Park has identified who their primary audience is, what they’re interested in, and types of post will solicit engagement. Even cooler, they’re using their Facebook page push mobile app downloads by posting a QR Code which links directly to a mobile landing page and offering a free :30 second sneak peak of their new single.
The Process
- mobile landing page promotes their mobile app
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- download app
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- app homepage
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- sample, purchase and download the complete single directly onto your phone
[click to view screenshot]
The Takeaway
This may sound like a cumbersome, unlikely process for most consumers to follow-through start to finish. In reality, it takes less than a minute, they had nearly 20,000 likes on their post and more than 2,500 comments.
Again, because the nature of their appeal is exponential to the typical business, half a percent of their evangelists engaged with that one post, it used mobile marketing, conceivably drove mobile app downloads (incremental engagement), and potentially netted revenue via digital downloads.
It’s one hard-working post, and great Facebook/Mobile strategy!
