How to get more business from social media with landing pages
I’m talking about landing pages. Businesses (and other organisations) that do well online usually have great landing pages. Anyone wanting to get better results through online marketing needs to understand, and implement, landing pages.
The good news is that the concept of a landing page is really easy to understand. But like so many simple ideas, using landing pages effectively requires a bit of thought. But not too much!
What is a landing page?
Every time you click on a link from a website, an email, a Facebook post and the like, you’re taken to another web page. You ‘land’ on the page.
Let’s say you see a tweet that says “How to get more business from social media” and this makes you think: “Yes, I want to learn more about that,” so you click on the link.
Imagine that the web page you’re taken to is the homepage for my Dorset Social website. The first things you see are the Dorset Social logo and then a list of the recent articles I have written. My article ‘How to get more business from social media’ is not top of the list, but some way down the page.
What are the chances of you bothering to search down that page to find the article? It’s more likely that you’ll think “This isn’t what I expected” and leave the website.
But that wasn’t what actually happened. When you clicked on the link, you arrived directly at the page containing this article, which you’re now reading. You ‘landed’ on a page dedicated to the article, rather than one crowded with other stuff.
How to create an effective landing page
A landing page is a web page designed specifically for people who click on a specific link.
Let’s say you’re having a summer sale and you’ve reduced the prices of some, but not all, of your products. You put out a tweet saying “Grab a bargain today at our summer sale” and add a link to your website.
When people click that link, they arrive at a page displaying some of your products. But there’s no big banner saying ‘Summer Sale’. Not all the products shown have been discounted. You’re leaving the visitor to find their way around your virtual shop without making it really easy to discover the sale items.
I have seen this happen and it’s not a good example of a landing page.
What would work more effectively is a page created specially for your summer sale. It would have a clear headline and every item displayed would be a sale item. You’d make it really easy for people to select and checkout.
An effective landing page tells people exactly what the page is about and makes it really easy for people to take the action you want—in this case, to browse and buy.
I’ve used ‘really easy’ three times in this section. That’s because if you don’t make it really easy, you’ll lose potential customers.
Great landing pages get results and they’re not just for selling. Want people to sign up for your newsletters? Have a landing page for just that purpose.
Here's an good example of a tweet and landing page that I found via Twitter when posting this article - it was the first one I came to in my timeline. First is the tweet, from @miramarbmth, which is clear and to the point. It's got a picture which helped catch my attention, although with only some words displayed, it's not ideal. (See yesterday's post on using photos in Twitter).
Here's the landing page. It's dedicated entirely to the subject of the tweet - the jazz festival. It gives all the information that I need to know and there's even a 'call to action' at the bottom - download the festival flyer. Although, I would have made the entire line 'Download the..." into a clickable link, rather than just the last word.
I’ll be returning to the subject of landing pages again because they are so important to online success.
All images used in this post, and to promote this post, are (excluding screen shots) are public domain works available on Flickr.