Social media marketing is a multi-billion dollar business, and yet many still find it hard to think of the medium existing outside of the realms of social networks. Growing audiences and follower counts are seen as the primary target for most brands marketing on social media.
But what happens after you’ve built the followers and created the communities?
Selling your product or service is, ultimately, the end game, and turning followers into customers only works when the journey after the social media post is a smooth one.
Brands should ask themselves questions like “how well is my website optimized for traffic?” “Are we ready for an uptick in sales brought on by a successful social media campaign?” The answer needs to be a resounding yes, and social media landing pages are one of the best ways to monetize your activities on social networks.
In this article, we’ll examine social media landing pages and look at successful examples that can act as an inspiration for your brand.
What is a social media landing page?
Every good website features optimized landing pages that people find after, you guessed it, landing on a platform like Google and then clicking a link to a specific section of your website. A social media landing page is the same; only your audience is coming from social media. It acts as its own entity for your business and appeals to your social audiences.
Its purpose will vary depending on the requirements of the page. Some social media landing pages are utilized for email capture and lead generation. Others redirect people to specific sales pages for products and services and often include discount codes.
Social media landing pages are easy to share, often featuring elements like widgets and links. They also tend to include testimonials, as word of mouth is still one of the most valuable ways for turning interest into conversions.
What makes a good social media landing page?
It’s one task to make a social media landing page; it’s another to create one that resonates with audiences. Landing pages allow a business to flex their creative muscles and experiment with the look and feel of the page. But there are a few components that come together to make a great social media landing page.
Keeps you engaged
A high-quality social media landing page keeps readers scrolling down and eager to click on the all-important call-to-action (CTA). They should desire to learn more while reading the page. A user will likely be interested before they’ve clicked through, but the page still needs to engage them once they’ve landed.
Having a mobile-friendly social media landing page should go without saying. Web page views on a smartphone or tablet account for almost 50% of internet traffic, which means there’s just as good a chance your user is accessing on the go as there is on their laptop. All social media pages should be device friendly by default.
Provides a clean interface
Social media landing pages should be smart and clean without overwhelming visitors with too much information. Whether their purpose is that of lead generation or sales, the message should be straightforward and not confuse users. When it comes to a social media landing page, less is most certainly more.
To summarize, a good-quality landing page:
- Keeps you engage and reading the content on the page
- Works seamlessly across a variety of devices, from desktop computers to smartphones
- Has a clean interface that makes the page easy to follow and navigate
Who uses social media landing pages?
Landing pages are relatively easy to create, with brands from across the spectrum using them as a platform to coerce customers after they’ve come from a social media network. Brands from every industry use them, from luxury travel to CRM (customer relationship management) businesses.
Here are a few examples of brands maximizing their social media landing pages.
As one of the leading CRM companies, Salesforce needs to make sure it stays ahead of the competition. Landing pages are one of its primary ways to convert, as seen in the below page — which was a Facebook Ad landing page. The landing page gets into the crux of Salesforce’s dynamics, telling readers about the brand while using videos and testimonials to back up its claims. It gets right to the brunt of essential information and uses a clear design that utilizes the brand’s colors.
Four Seasons is a luxury hotel brand, and everything they do personifies style and high-end experiences. Any travel-related brand needs to capture the essence of traveling, and the Four Seasons’ Instagram landing page does just that. Those landing on the page can easily imagine themselves in the image after one look. And then, almost out of nowhere, the CTA is just waiting for a click.
Shopify uses a clean and bold design to attract potential customers. It’s in the style of ebook landing pages, giving readers a stats and details about what they will gain by actioning on the page. There are no bells and whistles, with the landing page getting straight to the point — which, in this case, is downloading their guide.
The best way to attract attention is by drawing people’s in with catchy aesthetics. Charity Greenpeace does just that, splitting its landing page into two components to get online signatures. First, users are drawn to the eye-catching image around pollution. Then, the CTA features in an entirely different color tone with a nice touch that provides live updates about the number of signatures they’ve been successful in attaining so far.
The world of influencers continues to grow in popularity, and ContentMarketer.io used their landing page to create sign-ups for their influencer-finding service. It also incorporates a handy function that lets people enter a link to a social media post that returns the names of influencers. Letting people see how a service works in advance is a clever way to get them signing up for the full service on a landing page.
Setting yourself up for social media landing page success
As you can see from the examples, there is no one method for landing page content. Instead, decide on what you want to achieve and then build the landing page around your CTA, whether it’s sign-ups or selling a product. The result will be an engaging social media landing page that does its job informing users and turning them into customers.