Facebook page posts, applications, ads and sponsored stories can be combined to run integrated marketing campaigns. Together, they can get people to take an action such as liking your page. Here’s how.

Integrated Marketing Campaigns

Integrated campaigns take advantage of all of Facebook’s promotional products and channels at once to gain the most conversions on a call to action at the lowest possible cost. You can combine  paid and owned marketing channels to increase  exposure.

• Owned : Your Facebook page, which can post to the news feeds of fans and host applications
• Paid: Facebook ads, both traditional ads, as well as Sponsored Stories that require a user action to trigger them
• Earned: News feed exposure, triggered when a user takes certain types of actions.

Set Up A Like-Gated Landing Tab

First, set up a special landing page tab application on your Facebook page that encourages users to like your page. A like-gate shows one screen to people who haven’t liked your page yet, while a different window to people who already do.

Non-fans should see a landing page explaining that if they click like, they can gain access to something valuable, such as a coupon or discount, the opportunity to enter a contest, exclusive video or photo content, or a fans-only application or game.

Vividly describe or preview the content or opportunity — make it sound valuable enough to users that it’s worth exchanging access to their news feed for.

Promote Your Landing Tab with Shares, Page Posts, and Ads

Once users click like, show them a new version of the the landing tab thanking them, providing the promised content, and encouraging them to share with their Facebook friends a link to your landing tab and news of what they’ve gained.
By getting them to share, you’ll drive traffic to your like-gate from the friends of your new fans.

Run Page Like Sponsored Stories

All the previous steps have been designed to get users to like your page, which triggers a news feed story that appears to the friends of your new fans. These stories are compelling and drive more traffic to your page, but often aren’t shown prominently in the news feed.

Therefore, you’ll want to buy sponsored stories that convert these news feed stories into ads, amplifying their reach.

If you buy page like sponsored stories, friends of people who recently liked your page will see invitations to do the same in their news feeds.

To read the rest of this article, click here to check out the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising through Facebook.

Source: All Facebook