Why Is Adidas Doing That?
Pretty odd question to get for a real estate technology and social media guy.
It seems like everywhere you look, except the real estate industry, brands are driving traffic to their Facebook Pages and not their websites. Order a pizza from Papa John’s and look at the label on the box. I took the picture to the right in Brazil during the World Cup. Even some of the largest brands in the world like CNN and Walmart are shifting their efforts away from their own site. This post will detail why.
Realtors have been taught for years that their marketing efforts should be focused on generating traffic to their hub aka their website or blog. So why the sudden change? Here are a few reasons in my humble yet researched opinion:
- More than 200 million people log into Facebook daily. Odds of people visiting your site daily are slim to none.
- When someone lands on your Facebook Page all they need to do to “join” is hit Like. When they land on your site there may be many calls to action to opt in, but they all require an email address which we all hate giving out to sales people.
- It is part of the culture in Facebook to update your Page daily. Sending a daily email to your list would cause a high number of opt outs! By linking to your site daily your traffic will increase exponentially.
- The time on site statistics for Facebook are staggering, your are probably not.
- Facebook Pages when leveraged properly encourage community and interaction, your website is a sales brochure.
So what can you do to adapt to this marketing shift? Here are a few tips:
- Create a Facebook Page that people would actually want to join. Not one about you, maybe instead one about your community or true passion. See Dale Chumbley’s Page for a great example.
- Go to Facebook.com/username to secure a custom URL that would be marketing piece friendly. Hard to get people to visit Facebook.com/userID457s73i4 but Facebook.com/TechSavvyAgent is easy to promote and put on mail, business cards, etc…Start making that the call to action of choice.
- Update your page with engaging content daily. Facebook uses a formula called Edge Rank to determine what hits people’s new feed. Creating it yourself would be ideal but using Google News can also be helpful to find great content on the web that your audience would appreciate. The frequency of the interaction is a determining factor on who gets top placement.
- Make the default landing page for non fans a custom FBML tab with a strong call to action to hit like. Can be done in the edit page tab below your logo, wall settings.
So there is my take would love to get yours. Why is Adidas doing that? Maybe the better question is why aren’t you?