8 ways to improve your Facebook marketing effectiveness

Facebook Advertising: How it Helps Landing Pages

Social media has always tied in well to landing pages as a way to link consumers and viewers.

This is because link-back features and bit.ly URLs have proven useful in getting viewers to your website. Yet did you know it is entirely possible to gain new leads and conversions by using Facebook advertising?

According to Entrepreneur, Facebook's unique click-through features and promotional posts can help ecommerce businesses build page impressions and turn leads into conversions.

Here's how to make Facebook advertising work for your ecommerce Web page today in four simple steps:

1. Use the 15-Second Rule

Before you develop any Facebook posts that lead to your landing page, figure out the exact message you want to give consumers in the fastest way possible.

This is because your viewer only has 15 seconds to view and interpret the ad before you lose their attention, according to Ad Espresso. Because consumers are often bombarded with Facebook advertisements, it is important to make your message and brand tone simple in promotional posts.

Once you've identified the exact message, make sure all other details such as images and body copy match that brand tone. According to Short Stack, short-form copy is best used when you have an immediate sales goal such as a coupon or redeemable discount.

Long-form copy works best when your consumer is taking longer to discover their purchase decision. This comes with high-investment purchases such as vehicles, B2B services and technology devices.

2. Call-to-Action Buttons Linking to Subpages

Facebook now allows users to include call-to-action buttons on all posts related to a product. For example, a brand like Wells Fargo posted an image of their contactless payment system with a "learn more" button in a promoted Facebook post.

This CTA button led consumers to a Wells Fargo landing page that is directly related to the product in the advertisement and not just the brand website. Conversion rates were higher on the landing subpage thanks to the directly related Facebook ad.

To increase conversions on your landing page, make sure your promoted post relates directly to the page in question and not to your website's home navigation page.

To show multiple products at a time and increase conversions to three pages at once, use promoted image CTA posts in a trilogy using Facebook's promoted post slideshow feature.

3. Limit Form Fields

According to Social Mouths, your conversion rate goes down as your number of entry fields required increases.

To make sure you generate the correct leads from your promoted Facebook post, offer an opt-in newsletter or email list viewers can sign up for. For example, your Facebook post may include a "Click here" button.

From that button, the viewers are launched to your landing page to be greeted by a opt-in form for a newsletter. Only in small font should you put a "No, I do not wish to opt-in" feature.

These limited form fields will give your consumers a quick reason to fill out your forms, providing a higher conversion rate for that feature of your page.

4. Content Posts

Facebook advertising is a great way to post promotional campaigns like contests or giveaways.

Consumers are more likely to enter your website for the contest with an incentive via Facebook than by searching for your landing page organically.

Be sure to include the exclusive giveaway in both the page, CTA button and body copy.

For example, "Enter our website to win $250 in free services!" can be used by ecommerce websites to entice viewers via Facebook to their product pages.