Just about everybody’s heard of Facebook. It’s the go-to place for exchanging recipes, posting pictures and reconnecting with family and friends. It’s also where businesses go to brand themselves, gain fans and create incentives for Facebook users to “Like” their page.
Most businesses who have a presence on Facebook, however, set up their free page, update it occasionally and then, for the most part, ignore it. And they wonder why it’s not working.
To be successful on Facebook, you need a social media marketing strategy that aligns with your business goals. Otherwise, you’re wasting your time, money and energy. If taken seriously, engaging your audience on the biggest social network on the planet WILL help you grow your business.
One way to do that is with a Facebook landing page.
What’s a Facebook Landing Page?
A Facebook landing page can impact your presence there. It can drive traffic to your website, add value to your online marketing efforts and increase your sales. Your landing page also gives visitors an idea of what your company is about and what action you want them to take. That action can be liking your page, signing up for a newsletter or subscribing to your blog.
Why you need one
Some may disagree about the benefits of a Facebook landing page. They claim they’re
- only for websites;
- expensive to create; and
- only for large companies.
Wrong on all counts!
Here are the top reasons why a Facebook landing page can make your marketing and lead generation efforts more effective. These pages can:
- Easily generate leads. Too many businesses send their email, social media and search traffic to their websites. Doing so is the same as throwing leads away that could be captured at a much higher rate if they were sent to a landing page.
- Give your offers a place to live. Marketing offers and landing pages go hand in hand. Without being gated behind landing pages, your offers won’t support your lead generating efforts. The premise is to require visitors to “pay” you in contact information for something valuable, like an offer.
- Help you understand which prospects are more engaged. Landing pages not only allow you to generate new leads, they also let you track re-conversions of existing ones. As a result, you can isolate which potential customers are more engaged with your business.
- Extend your branding. Anytime you set up an outpost (another way to define a social media service that brings awareness to the home base, e.g., your Facebook page) on a social media platform, you want to be sure your brand is visible. Along with your profile picture, your landing page can help establish your brand in the minds of prospects and customers.
- Explain the benefit of liking your business. Even though liking a pages isn’t a big commitment—a simple click will do—a landing page can explain why someone should like your page and what perks they’ll get in return, such as discounts, daily tips, even an e-book.
- Components of a Well-Designed Landing Page
An effective Facebook landing page must have some essential design components. For starters:
- A strong and descriptive headline
- Obligatory name and email address entry boxes
- A small text disclaimer under the email address box. Something that says, “We promise we won’t spam you” makes users more willing to share their information.
- A call to action (CTA) that encourages users to “opt-in.” An effective CTA would be “Subscribe to our monthly newsletter!” or “Register now!”
- An easy-to-read list of what your business offers in response to an email opt-in.
- Relevant, high-quality images.
- A thank you page to confirm you’ve received the visitor’s information and provide the next steps for receiving the offer.
- You also might want to consider adding testimonials, a video, a slideshow and out-linking social media icons.
A well-designed page will help yours stand out in a land of static templates. A thought out landing page also can help you personally connect to your audience and further brand your business. Be careful not to simply recreate your website design. Remember, your customers are looking for something unique.
Are there any other selling points you’ve discovered for creating a custom Facebook landing page?