Social Media Insight: Drive Traffic With Your Facebook Cover Photo
Want to drive Facebook traffic to your website without using ads? Wondering how your Facebook cover image can help? In this article (courtesy of Social Media Examiner), you’ll discover how to use your Facebook cover image to generate clicks that convert into leads.
One frustration for businesses on Facebook is that they invest lots of time and resources into building a fan base, and then the algorithm takes over. According to a Locowise study from October 2017, less than 9% of fans actually see what pages post organically.
And with the Facebook Zero announcement that friends and family content will be favored over public (page) posts, businesses will likely see even less organic reach now, particularly those with content that doesn’t spark engagement. Pages will need to turn to paid ads for visibility in the feed.
But what if there was another way to get more value from your existing Facebook fan base? Your cover photo can help you capture your fans’ email addresses so you have an additional platform with more control over to communicate with them. Here’s how.
#1: Design a Cover Image to Promote Your Offer
Your cover photo is “clickable,” as is the photo in your library. So in the photo’s description, you can add copy to direct users to your freebie (via your data capture tool). In funnel marketing terms, that freebie is known as a lead magnet.
When you decide what to offer, be as generous, intriguing, and creative as you can. Make it a free offer that users simply cannot refuse to sign up for. Then create an image that shares your offer. Be sure to add a call to action (CTA) to encourage users to click the image.
For example, Musicademy uses the cover photo above to showcase a lead magnet of 40 free music lessons. The photo also includes a “Click Here” CTA.
In the description for the cover image, describe your offer and link to the landing page for the offer. This is what users will see when they click the cover image.
For instance, when users click the cover photo above, they see the following description with a hyperlink that directs them to the landing page where they can sign up for free lessons.
And while the cover image on Musicademy’s Facebook page was cropped to a letterbox shape, users see a taller version of the image when they click on it. This taller image creates room to include an additional message at the bottom: “Click on the link in the description for details.”
Note that on mobile, the cover image is always displayed at full size, and the descriptive text appears after the image is clicked.
Remember that when you change the cover photo on your Facebook page, it generates a post update in the news feed. The text that appears in the post is the text you added to the photo description. If you want more exposure, you can boost the post for a few dollars.
#2: Set Up Your Landing Page
After you design your cover image, you need to add a data capture form to the landing page you direct users to.
Musicademy has integrated an Infusionsoft data capture form on its website. After a user fills out the form, that data is synchronized with the eCRM system (Infusionsoft). The user then enters an email funnel with free lessons and other resources relative to the information they submitted via the form.
#3: Match Your Facebook CTA Button to Your Cover Image Messaging
If you use a CTA button on your Facebook page, it appears immediately below the cover photo. You may find that some users click that button rather than the cover photo.
If this happens, no problem. Just ensure you link the CTA button to the correct landing page and use a suitable CTA message. To illustrate, Learn More makes the most sense in relation to Musicademy’s cover image messaging in the example above.
After you select your preferred button, add a URL to send users to when they click the button. When you’re finished, click Save.