A landing page is a good way to direct your audience to the specific offer or service you want them to see. This idea has been around for a long time, but a lot of small business owners do not understand what they are, how to create one, and how to use it to drive traffic to their offer. Though this has been a popular marketing strategy for some time, now that Facebook has significantly improved the reach through advertising, landing pages are even more powerful than before. I’ve received a lot of questions recently about landing pages and how to use them with Facebook advertising, so I’ve repurposed a previous blog to answer these questions.
What is a Landing Page?
Simply put – a landing page is a single page URL. Your website has multiple pages with a lot of information and content. This is very helpful for people who are checking out your business, trying to contact you, or researching your services. Sometimes you want to promote a single special, or get people to sign up for an event. When you have a specific offer, you can send your audience directly to a landing page where they can sign up for your offer, without having to sift through pages and content on your website.
Landing pages are a great way to develop or enhance lead generation.
How to use Landing Pages with Facebook:
1. Because a landing page is a URL, it can be copied and pasted on your Facebook business page as a regular post. Depending on how you create your page, this may or may not populate well on Facebook but there are some work-arounds.
2. If your landing page doesn’t look great when you post it on Facebook, you can take the main image you used on your page, upload it through the camera icon on the Facebook post, then put the URL in and an introduction to your offer. This is not ideal, but it is better to have a link over a great image than a crummy looking post.
3, Facebook and landing page services are always upgrading, so this interface will hopefully improve soon.
4. Once your landing page is posted and it looks great, boos the post using the Facebook advertising suggestions from previous blogs. These suggestions are critical because Facebook will deny your ad if it violates their guidelines, which frankly can be highly interpretive.
5. Once your ad is approved, check the insights through the Ad Manager (found on the drop down of the “Promote Page” link on the upper right. This will tell you how your ad is performing, how many impressions (number of newsfeeds to get your ad) and clicks on your offer. If you ad isn’t getting the response you had hoped for, check your audience, change your image, title, or description, or add more funds
Here are some suggestions for creating a landing page for your offer:
1. Make a page within your website dedicated exclusively for presenting the offer and collecting prospect email addresses. You will likely need some extra plugins to make this work properly
2. Hire a web developer to create a landing page for you
3. Use one of the existing landing page platforms. Some options are Wishpond, Leadpages, and Unbounce. They aren’t free, but the quality of the pages and resources to help you through the process are worth the expense (entry level is $35/$45 per month).
I have been using landing pages with my clients to help them promote events and offers on Facebook. This combination can be the most effective way to get your message to a new and larger audience. The important thing to remember is to set everything up correctly and plan to invest some money in Facebook ads. See previous blogs for information about Facebook advertising. This is a complex, but not difficult process, once you get the hang of it. Let me know if I can help in any way.