The number one mistake many content marketers do is sending visitors to a landing page that doesn’t support the Call-To-Action.
Confusing landing pages turn customers off…
Marketers draw potential customers in with a creative social post, and then drop them off to a landing page that doesn’t continue the conversation. For example, if you offered a 40% discount on your product make sure that you send them to a sign up page with some information about the post that led them there. But, if you will direct them to your home page, they’ll be reading plenty of distractions and they may end up not signing up at all.
The logic behind this strategy is the fact that any savvy inbound marketer aims to get visitors to their website so they can convert them into leads for their business. In the example above, the best way to convince them to become paying customers is through a special landing page that provides details and some additional information about a sign up process or a subscription. It must convince them that it’s worth providing their contact information so that they can take advantage of the offer. Once they submit the sign up forms, you will not have troubles in doing a follow up.
Creating Landing Pages that work
Here are some of the practical advantages of creating specific landing pages for your social media post:
- It significantly improves your lead generation efforts.
- Here’s the number one landing page tip: Don’t throw away your leads by sending people to your home page that doesn’t specifically tell them what to do. It can be a confusing and boring experience for many people. Instead, send them to a targeted landing page.
- What’s the second yet invaluable tip when making landing pages? Write your content wisely. Make sure it has a clear and concise headline, a simple yet compelling text and optimised keywords on the landing page. Don’t forget a good visual content. It can be a photo or an infographic that supports the social media post that led them into that landing page. You must also provide a social sharing button so your visitors can easily share your landing page with their social media connection. Most of all, make sure that you have conversion form that requires your visitors to submit their contact information in exchange for your offer.
- Landing page collects customer demographics. If you like to get some personal information about your prospects to check whether or not you are reaching your target market, always create a conversion form in your landing page. It will help your marketing team understand what types of marketing personas you are converting.
- It offers insights into your marketing performance. Analyse the metrics of a specific landing page. Compare them with other landing pages and compare them with your other marketing efforts. The metrics of your specific landing pages can help you understand the effectiveness of your marketing strategies. It is also a powerful tool to help you optimise and make specific adjustments or changes to your marketing efforts.
- Landing Page allows you to acknowledge receipt of your potential customers’ information, sets up details for the next step and expresses your gratitude for their response. It is advisable to create a Thank-You Page. Add an automated email responder that sends the next steps, offers or message from your company in an email message. The critical role of the thank-you page and the email response is to seal the deal between you and your potential customer.
- It builds credibility. You can create a Testimonials page to alleviate your visitors concerns and convert them into customers. Let the people know that your products or services are helping others. If possible, dust off all the recognition you get and put the best testimonials and your proudest achievements at the sidebar or bottom of your landing page. If you have good customer reviews, put them on display.
Social media marketing is one of the cheapest and easiest marketing strategies that generate hundreds to millions of leads every single day. But, when they click on your social media post and end up on a confusing and irrelevant landing page, your social media efforts won’t get you anywhere. So, if you want to optimise your social media marketing campaigns, make sure that you lead them to the right page which talks about your products and clearly gives them instructions on what to do to avail of your offer.
Now you not only need a social media post that is filled with useful content and keywords optimised for conversion. But, you must also create a specific landing page to support it. It will not only help you test value proposition but it will also encourage conversion.
Chilli Dee Digital Marketing Group helps small businesses reach their full conversion potential using strategic and powerful digital marketing techniques that exploit the full potential of social media. Contact Chilli Dee today for more details.