How Landing Page Integration Can Improve Your Social Media Performance
It’s no secret that everyone is short on time these days. Today’s consumer is looking to get information as quickly and painlessly as possible among all of the marketing noise out there.
When it comes to social media, there is more noise than ever! Not only are you competing with other brands in the space, you’re competing with a consumer’s personal interests as well. Receiving a click to your brand’s website is a big deal - they could have checked out the picture of their friend’s new puppy instead.
Since attracting a single user to your website can be the start of a new client relationship, it is essential that you give the user what they are looking for once they click on your social media content.
In the digital marketing world we like to call this tactic “Landing Page Integration.”
What Exactly is Landing Page Integration?
It is a best practice, most commonly used in PPC (pay per click) ads that direct engaged users to the most relevant destination on your site. In other words, you link to a page on your website that will bring a user to the information they were originally searching for in order keep them engaged with your brand.
In the case of social media, this is most commonly a direct route to the content that was promoted in your post.
When optimizing your landing page integration strategies, remember your customer is asking for the most direct route. Sending them the “scenic” way, like through your general Facebook page or general category page on your website will not be beneficial for them.
In a recent study by the National Center for Biotechnology Information, the average attention span of humans is 8 seconds.
If your customer is having trouble finding the information that your post presented to them, and it’s taking them 8 seconds or longer to find it, they will most likely leave your site. In order to prevent this from happening, it is crucial to select and design your landing pages wisely.
One common mistake that companies make when it comes to directing traffic to their site from social is posting a link to the general homepage.
For example, if I’m promoting a specific product, like E-Complish’s “Text2Pay” tool, sending users to the brand’s homepage instead of a tool-specific page forces them to go through an additional 3 clicks on the site until they find the information that they were looking for.
To improve the user’s experience, it would be more beneficial for the brand to direct them right to the “Text2Pay” product page. Below is a screenshot of an example post along with both the “scenic” and “direct” option:
Another common error is sending traffic to pages that aren’t optimized to convert that traffic. This means pages that are cluttered with tons of irrelevant text, weak CTAs, or content that is purely informational but lacks any sort of conversion goal.
One way to fix these issues without revamping your entire website is to create a custom landing page for your ads. Think of a custom landing page as a standalone page, created specifically for your social post. This page should be designed with specific messaging and imagery to better engage your audience.
Some ways to achieve this are by highlighting your call to action, simplifying your page’s copy and optimizing the layout.
Below is an example of how we implemented custom landing pages to improve a client’s social media efforts:
If this post lead to the general Business Administration page, the user cannot easily access the “Recommended Business Administration Schools” section as it is below the fold.
To optimize performance and encourage more sign ups, we created a custom landing page with a more prominent call to action and moved all of the relevant information above the fold.
If your team decides that creating custom landing pages for social media would work best for you, be sure to design wisely. During the design process, keep the following in mind:
- 1. Have clear calls to action.
- This will help to increase the click-through rate on these content pieces.
- 2. Optimize your pages for mobile.
- According to PewResearch, 40% of cell phone users use a social media network on their mobile device. Having mobile optimized landing pages will improve the user experience when they look to engage with your content.
- 3. Use messaging that poses a solution.
- Proposing a question like “What you should know?” will help build the credibility of your brand and quickly engage with the user.
- 4. Less is more.
- When it comes to aesthetics, the simpler the better. Simply branding the page should suffice. You do not want to draw the users attention away from essential information and cause them to get distracted from your primary goal.
Whether your team decides to be more precise with what your social media posts link to, or if you want to test out the idea of custom landing pages, it is important to remember that we’re all in a hurry.
Making sure that your audience is getting the information they need in a timely fashion on your website is extremely important.
After all time is money, and by saving your customers a few seconds of trouble they may be able to put a few more dollars in your pocket.