The benefit of e-mail is that you know that most of your messages are getting delivered (whether they’re opened or not is another matter). Facebook on the other hand, has a low “delivery rate” but allows you to expand awareness throughout fan networks.
Then there are the hurdles. With e-mail, someone has to enter their name and e-mail into a form, and grant access into their inbox. With Facebook all that’s required is a simple click of a mouse, which sometimes allows your content in their newsfeed.
Given that there are less hurdles with Facebook, you might have an easier time converting fans instead of e-mails subscribers from your direct mail list. But simply lowering hurdles is just the beginning.
Here are six strategies and tactics to more effectively convert Facebook fans from direct mail:
1. Create a Facebook Username
If you’re thinking at all about promoting your Facebook page in any type of print material, you absolutely have to create a Facebook username.
Once you’ve created one, you’ll realize that “http://www.facebook.com/mypagename” is still fairly long for print.
Make it shorter by printing “fb.com/mypagename” instead. When people enter this address into a browser it will automatically forward to your Facebook page.