You already know that social media marketing is essential to reach your target audience and bring them to your website. Qualified leads that already follow your brand on social media platforms just need a little push to check out what you have on offer today. More importantly, followers can quickly share your website with their friends, boosting your reach and increasing your traffic and conversions.
However, you should not just drop your visitors on your home page, or even on your product landing page. Some of them may have already checked your website out when they first followed you, and upon not seeing anything new, will bounce off of your page. Others will not see the connection between your witty tweet or Facebook post and the page they landed on, and will click away to find something more relevant to their needs.
Create a new social media landing page for your special offer that directly ties in to what convinced your visitors to click through in the first place. Depending on the level of customization you plan to offer, you may need to make one social media landing page per channel, or just coordinate all of your channels to funnel into one landing page per campaign. Include the following social media landing page elements, to provide your visitors with a seamless experience that convinces them to sign up for your offer.
Matching Visual Elements from Your Social Media Channels to Your Landing Page
Your social media landing page should directly connect to the advertising that brought your visitors there, whether it be from your customized Facebook page, or a stunning image on Pinterest or Instagram. You do not want a fun picture of a beach leading to a stuffy corporate-looking landing page, as this will confuse visitors and make them believe they are in the wrong place.
Related Article: Top 5 Tips for a High Converting Landing Page
Build continuity between your social media advertising posts and your landing page, by keeping your visuals as similar as possible. Make sure your logo features prominently, building brand recognition, and keep your color choices, fonts, and layouts similar and easy to navigate. This will increase your visitors’ momentum, as their interest builds and they want to learn more about your promotion.
Short, Powerful Bursts of Descriptive Text
There is no room for extraneous information on a social media landing page. Your potential customers are more than likely mobile users, and have had their social media surfing interrupted by your ad campaign. They want to know what you are offering, why they should care, and how to sign up. Your landing page copy should be short and to the point. No need to explain every detail about your software’s development; instead, show visitors how it will benefit them. Sell value, not features.
Clear, Easy-to-Understand Unique Selling Proposition
Your business’ unique selling proposition (USP) should be easy to find, probably in the header near your company logo. The USP should be short, punchy, and crystal clear; there should be no trouble understanding what your business does for customers. In addition, your social media landing page’s headline should be just as easy to comprehend as your USP, containing similar elements about your offered product or service.
Evidence of Social Proof from Your Social Media Platforms
If you already have excellent testimonials about your product or service, display a few of them proudly on your landing page. Those visitors who are unfamiliar with your business will welcome the chance to read about how you helped others solve their problems. If you have worked with notable business entities, you can also feature their logos towards the bottom of your landing page. Set up a Twitter feed that shows any mentions of your product. If people are talking, visitors will feel more comfortable signing up.
A Single, Compelling Call-to-Action
Tell your visitor what you want them to do next. Provide a strong call-to-action that gives them one choice on how to proceed on your landing page. Have you CTA stand out, by using a bright, contrasting-colored button with your specific instruction on it. Use the minimum amount of form fields you can to get the information you want. Social media landing page visitors are often pressed for time, and would rather click away than typing out a lot of information.
Product- or Service-Specific Design Elements
There are other potential add-ons that can spice up your social media landing pages, depending on the product or service on offer. For example, an eBook or white paper download could have a product view image of the cover page as a book cover. Software products can have a few screenshots of important screens that will show their usability and layout. A professional shot of your product in action can help your customers relate to the model using it, and they will imagine owning it themselves.
Above all, your social media landing pages should be simple to understand while compelling your visitors to convert. Consistency in your landing page design elements and evidence of social proof will show visitors that you are a trustworthy, reputable brand that they can share their information with. With coordinating visual elements, powerful copy, and a clean layout, your social media visitors will be able to easily sign up for your service without disrupting the flow of their day.
Author: Khalid Saleh is the co-founder and CEO of Invesp, one of the leading service providers of conversion rate and landing page optimization.