Luxury apparel brand Lacoste has built up a Page on Facebook that has almost six million fans, and it has done so with the help of a landing page that encourages first-time visitors to immediately interact with it, either by Liking the Page or by using a branded application.
While Facebook by default sends users straight to a Page’s Wall, Lacoste provides a good example of why you should consider a more sophisticated approach to engaging users — especially because Facebook itself has recently changed the options for what you can and can’t do with Pages.
In the following article, we’ll explain the necessary steps for creating a quality custom landing page for your Page.
In March 2011 Facebook removed the Static FBML app for Facebook, which was the popular choice for building customized landing pages and other tabs in Pages. While existing tabs using the Static FBML app continue to function for now, new tabs cannot be built in this way. Instead, customized tabs on Facebook Pages need to be created as a new app via the Facebook Developers site, with your chosen content then embedded using an iframe.
Although Page owners who use Static FBML will need to adapt, the change is overall a win for the ecosystem. Whereas Static FBML pages were fully hosted on Facebook and had some limitations, you can embed any kind of web page into an iframe, giving the developer unlimited possibilities. It’s now very easy to add crowd-pleasing functionality such as images, video and tweets, as well as back-end technology such as Google Analytics for tracking usage. And, because these pages are hosted on your website, you have complete control over how everything looks and works.
You can read the full article, including a step-by-step guide to setting up customized landing Pages using iframes, in our Facebook Marketing Bible.