On November 5th, like-gating on Facebook will be a thing of the past.
But that doesn’t mean marketing on Facebook is over: your audience is still there. While the value of a like has long been disputed (a like doesn’t actually require a commitment from the consumer), it was always a way of building engagement with brands.
You might be questioning how your brand page will get likes in the future, but consider this: the likes you’ll receive from here on out will be from people who actually like your brand, not just freeloaders looking for a good deal.
The long-term goal of marketing in social media channels has always been turning consumers into customers. Here’s how you can keep that in mind now that like-gating is gone …
Where to Go from Here
We’ve combed the web and found most articles talk about:
- Action-gating – the practice of putting content behind information-gathering landing pages. Build your email contact database, as well as collect demographic data.
- Pay-per-click ads – paid reach is becoming increasingly common on Facebook. Make it count. Know when to whisper and when to shout. Be sure to cast a wider net to audiences outside your current followers.
- Contests – a great way to drive new users to your page and encouragement to current users to spread the word about your brand.
While these are useful tips, the main focus should be on posted content.
Make the most of organic reach.
Deepen your engagement with high-quality blog posts, eye-catching images, and relevant videos. Your content shouldn’t always have to be selling your product or service—this is the time to get creative! Post about a recently published ebook one day and behind-the-scenes photos of an event the next.
Get involved with your influencers.
Brand loyalists and advocates are the key to extending organic activity. If you’re conversing with them, you’re reaching their communities as well—generally with a greater level of trust attached.
Add tabs and apps.
With better and more opportunities for e-commerce integration, brands can make their social presence more actionable than ever before.
Be the company that takes the end of like-gate in stride and sees it as an opportunity to authentically show consumers what you have to offer. Find out how to use social media to find new leads with our free ebook!
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