The following is an excerpt of a complete article available in our Facebook Marketing Bible.
A well-managed Facebook Page will rapidly become your brand’s second home on the web, both in how well it ranks on Google and other search engines, but also (vitally) in the amount of time your customers spend reading and interacting with your content.
Indeed, because the average user now spends upwards of 30 minutes each day on Facebook, there is a far greater chance that they will consume your brand’s message on the network than anywhere else, including your main website. This level of engagement can be further improved by adding key resources to your Facebook presence, driving repeat return visits to your Page.
One of the best ways to do this is to build and implement customized functionality right onto your Facebook Page. In this article we will look at the different ways in which this can be done.
What Is A Customized Tab?
Every Facebook Page has a series of tabs that are accessible on the left-hand sidebar. The default options available for all new pages are the Wall, Info and Photos. Facebook allows the administrator of any Page to add extra functionality to their Page, most of which become a new tab in this sidebar. All tabs, apart from the Wall and Info, can also be removed.
Additional tab applications developed by Facebook, third-party developers, or your company can be added to Facebook Pages. Official apps built by Facebook include Video, Links, Events and Notes, each of which will appear automatically in the left sidebar once used and populated with content.
Custom tabs can be developed in-house by brands. In most cases, though, they are licensed from third-party service providers a la carte or as part of a Page management platform. Some developers also offer tab applications that can be used for free.
Prior to March 2011, tabs could be easily customized on Facebook using the popular Static FBML application. This has now been phased out and tabs need to built as an actual application via the Facebook Developer’s site. The content is then embedded into a tab on your page via the use of an iframe.
Many high-profile brands on Facebook have implemented customized tabs on their Pages to raise the level of fan engagement. We’re seeing leading brands employ a variety of techniques that include marketing fundamentals like a strong offer and clear call-to-action, as well as more advanced methods like embedded games and promotions that bridge online and offline.
A step-by-step guide on how to create your own customized landing tab, and further analysis on live implementations from top brands on Facebook, is available to members of the Facebook Marketing Bible, Inside Network’s comprehensive guide to marketing and advertising your brand on Facebook. Learn more about the Facebook Marketing Bible here.