Marketers today are absolutely obsessed with rolling out new social campaigns.
And hey, they’re totally in the right to do so.
From expanding beyond organic reach to remarketing to lost leads, there are endless opportunities for us to grab the attention of potential customers and encourage those ever-so-precious clicks.
Here’s some food for thought, though: what happens after you score that click?
Many marketers are so obsessed with the fine details of their campaigns that they forget one of the most important aspects of any given campaign.
That is, your landing page.
A social media landing page represents incredibly valuable real-estate. What happens once people actually reach your site is a make-or-break moment which determines whether you land a customer or cause them to bounce.
Not sure if your current landing pages are up to snuff? Don’t worry. We’ve got you covered.
In this guide, we’re going to break down everything you need to put together the perfect social media landing page from the planning phase to the smallest details of optimisation.
Planning the Perfect Landing Page
First thing’s first: mapping out the specifics of your social landing page.
Chances are you already have an existing landing page, creatives and copy.
But how you adapt them specifically for social campaigns?
Below is a quick checklist of must-do’s to ensure that your landing pages are in line with the best practices of social.
Analyse Your Traffic Sources
Determining where your campaign traffic is coming from can help clue you in on some key changes to your landing pages (more on that in a moment).
Beyond the likes of Facebook, you can double-check your campaign data against your traffic sources in Google Analytics under “Acquisition.”
Make Your Landing Page Mobile-Friendly
If you’re not explicitly building your landing pages with mobile in mind, you’re inevitably sabotaging its performance.
Adapting your landing pages for mobile means tighter copy, bolder calls-to-action and keeping as much as you can above the fold. Of course, these principles still apply to desktop landing pages as well.
It’s all about finding a balance between usability for users regardless of where they’re coming from.
Simply put, your ads and landing page should display the same sort of language, branding and tone. From a user-experience perspective, clicking through to a landing page that looks totally different from the initial ad is jarring.
On a related note, it’s important that your ads and landing pages speak to a specific demographic versus feeling one-size-fits-all.
This mobile landing page from Quay Australia is a good example, boasting consistent branding and messaging from its ad source. The page’s bold tone is totally on-point with the brand, meaning there’s no uncertainty over whether or not we’re in the right place after clicking through.
Perfecting Your Facebook Pixel
In the case of remarketing ads, setting up your Facebook Pixel properly ensures that you’re targeting the right people based on their on-site actions. For example, creating and tracking customer events (page visits, purchases) allows you to go after higher intent audience.
How to Optimise Any Landing Page for Social Media
Let’s say you’ve already got your social landing page squared away and you’re struggling for clicks and conversions.
Hey, don’t panic.
There are lots of overlooked details that ultimately determine whether or not your traffic ends up bouncing.
Below are some quick questions to ask yourself that can help you fine-tune your landing page for conversions. As an added bonus, we’ve also highlighted some awesome landing page examples done right.
Are You Using Video?
Want to see an uptick in clocks and conversions? Including some form of video on your landing page can do the trick.
Landing page video is perfect for winning over visitors with microscopic attention spans. Prime for giving people something to look at to prevent them from bouncing, videos also serve to entertain your leads while also educating them.
In short, videos can deliver a quick, bite-sized overview of your service that doesn’t require anyone to sift through a massive all of text.
Do You Have a Clear Call-to-Action?
This may seem like a no-brainer, but you might be surprised at how easy it is to screw this up.
Again, attention spans are limited among your leads. A clear, can’t-miss call to action helps guarantee that they know exactly what to do once they land on your page.
Making your call-to-action stand out means ticking the following three boxes:
Specific, actionable text (like the “SIGN NOW” noted above)
A loud or contrasting colour scheme to draw your visitors’ eyes
Front-and-centre placement (hint: nobody should have to dig for your CTA button)
Are You Using Benefit-Driven Copy?
As a quick side note, strive to write landing page copy that answers the question “What’s in it for me?”
Does your service save your leads some serious time, money or stress? Let them know.
Remember: just because someone clicks through an ad doesn’t totally mean they have a level of awareness where they’re ready to buy. There are tons of copywriting formulas you can experiment with to guarantee that your service’s benefits are loud and clear.
How is Your Landing Page Structured?
Any social media landing page should seamlessly educate and encourage your leads the longer they spend on-site.
Detailing expectations or how your process works, an effective landing page answers questions before they arise and keeps people moving from Point A to Point B. This sort of experience is especially important for mobile users scrolling via smartphone.
Below is a brilliant example from Marley Spoon’s Facebook ad landing page:
Does Your Landing Page Signal Trust?
Your leads have every right to be skeptical. By signaling that you already have a base of satisfied customers, it’s much easier to ease their minds and convince them to convert.
That’s why every landing page could use a bit of social proof. Whether in the form of testimonials or user-generated content, highlighting real-life experiences can work wonders for your conversion rate.
Are You Collecting Email Addresses?
Beyond converting customers, landing pages are a prime place to collect email addresses to grow your list.
As an added bonus, these same opt-ins can be used to create a comprehensive Customer Audience on Facebook who you can run ads to. Nice, right?
Are You Providing Customer Service?
Sometimes your visitors just need a little extra “push” to take that next step.
Offering customer service via chatbots can take care of any questions and also shows that you’re actively listening to your leads.
With Messenger bots that integrate with Facebook (think: Manychat), you can create a valuable line of communication between yourself and potential customers.
Expert Recommendations for Your Landing Page
Listen: we’ve seen a lot of landing pages in our day.
The good, the bad and the ugly.
For the sake of saving time and making the most of your landing page, here are some quick last-minute recommendations based on Hello Social’s firsthand experience in the space.
Build a Landing Page “Skeleton”
When putting together your initial landing page, start with a larger “master” with all the content blocks that you might need.
For example, go ahead and plan on having a video section, a user-generated content section and a testimonial section even if you haven't’ acquired your creatives quite yet. This allows you to pay for your development costs up-front and not have to consistently cash out for revisions.
Doing so helps guarantee a clean, sleek social media landing page that’s not too complicated or clunky for desktop users, either.
Remember: Your Ad Doesn’t Stop at a Click
Again, advertising doesn’t stop when somebody clicks through your ad.
In most cases, there’s still some nurturing to be done. Don’t assume that someone knows everything they need to know in order to opt-in or hit “buy.”
You can also squeeze a higher ROI from your landing page by including additional relevant offers. From collecting email addresses to upselling and cross-selling through recommended products, there are tons of options available to market to leads beyond your ad itself.
Don’t Be Afraid to Ask for Help
Finally, our number one recommendation is to speak to a professional consultant (hint: like the folks at the Hello Social team) if you have any concerns about your landing pages. It’s better to get them right from the word “go” than having to endlessly experiment or start from scratch.
Ready to Roll Out the Perfect Landing Page?
If you’re regularly running social campaigns, your head is in the right place.
However, don’t squander your results with a subpar landing page.
Hopefully this guide served a good dose of inspiration and motivation to come up with a page that totally kills it.