Landing pages are an essential element of web browsing: every
one of us has arrived on a landing page, even without knowing. Clicking on
online ads, registering webinars, downloading surveys and white papers all rely
on landing pages to move you on your customer journey.
It’s no surprise therefore that
these pages are a de-facto tool for marketers. They convert visitors into
customers. You access custom landing pages through a link or a button in an ad
or a banner and are built for a specific objective.
Here, we focus on Social
media landing– commonly used via call-to-action buttons within paid social
advertising. Landing pages need the content and design to converge on the
single purpose and must include:
- A brief description of the offer
- A call to action
- A preview of the product or service
- Links to downloads, registrations, mechanisms for purchasing or other customer engagement
Landing pages shouldn’t be just the homepage of a website— what
they do best is help businesses acquire new sales leads.
Why do social media ads need a landing page?
Your Social
Media Strategy should always include a landing page to support customer experiences
where ads (alone) cannot: they provide context to offers, capture information
about customers, and help focus on specific products or promotions.
Increasing conversions on social media ads makes them more
effective by overcoming any character limits (like the Twitter 140)and
elaborating on the value of the offer. They’re also simple to follow. What
could be more direct than “Learn more? Or Read More”? It’s important to be consistent with offers
across advertisements and landing pages, even if the offer is segmented into
two or three parts.
Users that notice ads while browsing their Facebook News
Feed are often distracted by dozens of features, like friends’ updates, photos,
birthdays, reminders and event notifications. Taking someone to a dedicated
page gets rid of all the noise and helps them focus exclusively the offer.
Landing pages for social media ads also increase lead-capture;
using ad analytics for businesses, shows users’ locations, gender, and age
group. Capturing names, occupations, and email address is a different story and
landing pages can do this.
Encouraging users to fill out their first and last names,
email address, employer details and job titles helps marketers get a complete picture
of potential customers. This helps target future offers and promotions. Just be
careful not to ask for too much information
If you have any questions, feel free to drop me an email (info@digity.co.uk) or call: 01189 100 012.
Chris Lunn
Digity, Online Marketing
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