Are you struggling to turn your social media followers into real customers? Today we’re going to talk about Landing Pages – what are they and what are they for? Social media is a great tool for building relationships, but not so great at converting people into customers.
Over the next few episodes I’ll be laying out how you can use landing pages and email lists to capture your social media following and reliably turn that attention into income. There’s work involved, and results take time to come through, but I promise you we are going to put together a strategy that will get you results.
Why you need a landing page
On social media, you don’t own your audience, you’re at the mercy of algorithms and tools that you have no control over. So you need to make sure at least part of your social media strategy involves getting people off social media and onto a website, and ideally an email list – this is where you build your business.
Landing pages are designed to get people to take one specific action
Everything on the landing page aims to persuade the person to do one specific thing. This action might be registering for a course, joining a mailing list, downloading a freebie, using a discount code, requesting a discovery call, booking an event or a stay, etc etc etc. But you need just one action for the page – and to be clear yourself what the customer gets out of it AND what you get out of it.
Landing pages should stand up on their own.
They can be a part of your website, and look the same as your website, or not. Either way, they should still have your branding, but most importantly should stand alone. Scrolling down is great, clicking to other pages is not the goal. If you don’t know how to add a landing page to your website, you might try tools like Mailchimp or LeadPages, which are designed to be very user friendly
Landing pages need to be measured
You need a way to measure the success of your landing page, so make sure, if it’s on your website, that you have Google Analytics installed to track page views and length of visits. You also need to make sure Analytics can tell when someone has successfully completed the call to action – so you need to be sending them to a Thank You page or something which can be tracked too.
Landing pages need to be shared in the right context
The way you share your landing page is important too. You need to give people a little context before the arrive so they know what they’re about to look at. It’s not like with your website where people can come with a multitude of purposes and find answers. Your landing page is designed only to do the one thing. So, in your social media posts where you share or reference the link, you should be setting the context for whatever offer is on the landing page.
If you’re promoting a page through an advert or through search engine optimisation, it still needs to be in context – set the right expectations with the ad or excerpt copy.
Landing pages and Pay-Per-Click advertising
This week, we have a listener question! Julie asked me about an offer she’d received from a Pay-Per-Click (PPC) ads agency, offering to manage their ads for £250 a month, plus a £250 set up fee. She wanted to know if this kind of service was worth the money, and how she should approach it. Here’s four questions you can ask yourself when your considering a similar question.
- Can the business afford the first two months’ costs?
- How much do you need to make in sales to make it worth paying for the advert?
- Do you have the capacity to deliver on all those sales?
- Do you have an offer and landing page that are tried and tested? Or can you afford to do the testing on a live advert?