If you’ve been on the fence about social media advertising up until now, think about this – an overwhelming 93.33% of internet users are on social media. That makes social media one of the most powerful tools in an SEO company’s toolbelt, but only if it’s used efficiently.
One of the most important aspects of a social media ad is the landing page to which it sends interested prospects who click on it, and our SEO company based in Nashville, TN, is here to help you get the most out of these pages.
What actually is a “landing page”?
Digital marketing has taken over from traditional marketing so quickly that it can be hard to keep up with the jargon. So you’re not alone if you heard an SEO company mention landing pages and weren’t entirely sure what that meant.
In short, a landing page is any page on your website that you’re trying to push traffic to with the end goal of converting them (whether that means making a sale, winning a follower, etc.).
Part of creating a successful social media advertising strategy includes developing landing pages that keep the end-customer in mind at all times. That means:
- Including all the information that will be most helpful to a potential customer who’s evaluating the solutions you provide.
- Answering all likely questions a visitor might have about the product or service you’re offering.
The more helpful your landing pages are to potential customers, the more likely they’ll convert.
It’s not uncommon for a social media advertising company to use a page builder like Carrd or Unbounce for landing pages because these platforms allow them to quickly spin out multiple variations. But today we’re going to get into the reasons why we believe you should use your existing web pages as landing pages.
What do you mean by your web pages?
Web pages are simply the pages that make up your website, such as your homepage and “About us” page. These pages are part of your website’s existing domain, for example, “www.website.com/location/Nashville”.
Web pages differ from landing pages because they are visible to anyone who views your site, unlike landing pages hosted by another site, which are hidden unless someone clicks an advertisement that brings them to the page.
Certain web pages on your site can do double duty as landing pages, but they’ll still be visible to regular website visitors. Web pages that lend themselves particularly well to landing page use include:
- Product pages
- Service pages
- Location pages
- Industry pages
While you can use other pages as well, these types tend to convert particularly well.
Your web pages should already be optimized for conversion
A business should aim to have their website optimized for conversion in addition to using an SEO strategy that drives traffic from search engines. Because your top web pages should already be developed with the intention of converting the traffic that organically reaches them, they should be primed to convert customers that arrive by clicking a paid social media ad.
When Take the Stairs’ web development team creates a landing page, our main priority is to help your prospects evaluate your offerings by answering their top questions about your service or product.
As any SEO company will tell you, monitoring the effectiveness of your SEO strategy and adapting your tactics as needed is a huge part of a successful digital marketing campaign. Even the most experienced digital marketing agencies have to make adjustments once everything is up and going, so the more data you can collect on your efforts, the better.
If you’re using screen recording software like Hotjar, sending more traffic to the landing pages already on your website rather than landing pages hosted elsewhere, can give you more data on what’s working and what’s not.
Sends referral traffic to your website
Your website should be seen as one of your top sales tools; it’s more than just a place for social media advertising to send people. A successful marketing website will provide:
- Information about the products or services you offer
- Information across many topics related to your industry, which proves:
- Your social credibility
- Your expertise within the industry
By sending people to your site, you’re allowing them to do their own research.
On the other hand, most off-site landing pages offer no additional pages to go to. If the user doesn’t find the information they’re looking for, they’re just going to hit the back button and look elsewhere.
Allowing users to better understand what your business does gives users a more well-rounded understanding of what makes your business special. Offering them more than just one page to look at can also increase your pages per session, which can be helpful to your overall SEO strategy as it indicates visitor engagement with your website.
You can still track lead attribution
There are plenty of digital marketing and SEO myths out there; one we hear most often from people new to social media advertising is if all their leads are coming from the same page, then they won’t be able to track them accurately.
Fortunately, the helpful folks at Google have come up with Google Tag Manager, which allows you to add tags that help you keep track of where leads are coming from and how they got there. That means you can get the benefit of every advertising portal pointing directly towards your website while still being able to tell which ads are working and which need adjustment.
Get help with social media advertising
Social media advertising is a big task, and it’s not uncommon for small business owners to get overwhelmed when they see how many pieces fit into the puzzle. Fortunately, you always have the option of hiring an experienced SEO company to guide you through the process and take some of the weight off your shoulders.
If you’d like some help with your landing pages, contact our office in Nashville, TN to set up a discovery call.