By Bob Speyer, Web Success Team

Most users of Facebook are underutilizing its power and reach. Why drive traffic to your website when you can market your brand and your products and services through Facebook. It makes sense. Since your customer base is already on your Fan Page, why not make it convenient for them to buy or entice them to find out more without leaving.

Static FBML Page Is Your Marketing Channel

Try adding a Static FBML page (that’s the language developers use to code Facebook Applications – and stands for Facebook Markup Language). Static FBML is a method of adding graphics, ads, forms and HTML code to your Facebook Page and converting it into a mini-website for your fans or followers. You can use this as a marketing channel or lead generation tool. For example, if your business relies on user registration, white paper downloads, presentations, buying products and services, then creating a Static FBML page will generate leads. You can replicate the lead generation form from your website and place it in a custom tab you can label (i.e. special promotions, events, contest, etc.). An FBML page is also a great shortcut to important links on your website, greatly improving the functionality of your Facebook page.

Customize Your Facebook Marketing Efforts

These custom FBML pages will be populated with your proprietary information: content, images, forms, text, coupons, specials, etc. Basically anything you want to say or market to your visitors. You can run a contest from the custom tab, have people sign up for an email newsletter, watch a how-to video, or encourage user registration or fan club membership. In essence, you have to think about lost and now gained opportunities if people don’t visit your website but DO visit your Facebook page. Coca-Cola immediately saw an improvement in their sales and an increase in participation by their fans on Facebook by offering iPhone applications, giveaways, videos and photos on their FBML page.

Shopper’s Alert

And if you are selling products, all the more reason to build out your Static FBML Facebook Page. Add a shopping cart or at least links to one from each product you are selling. If you get them interested on Facebook and thinking about buying, then make it easy and convenient. Strike while the iron is hot, so-to-speak.

Static FMBL is a marketing machine that will drive traffic to your site, ramp up your page and help attract your target audience. Statistics have shown that by investing more time and energy into creating an FBML, as opposed to your brand’s actual site, will greatly improve your brand’s recognition and appeal more to potential customers and increase your business.

About the Author: Bob Speyer is an online marketer, social media strategist and co-founder of the Web Success Team. Bob develops effective marketing strategies to help companies increase brand awareness and target more customers for their products and services. His articles are intended to educate as well as inform readers of the latest tools and techniques of online marketing. You can follow Bob on Facebook, Twitter and LinkedIn.