Posts Tagged ‘landing page’
The short answer is No. This question is asked because, with some businesses, it appears that their Facebook page is getting more hits than their website, but let me assure you these statistics appear to be deceptive.
But let’s start at the beginning. To succeed on Facebook depends on your product (and that includes services) and the kind of customer you are targeting. Certainly in the States, where social networking takes on a totally different culture than in this country, Facebook has a much larger presence and some businesses are thriving on there, but to what cost?
Facebook is an excellent medium to excite initial interest in your company and what it has to offer. As a social networking site it is, of course, interactive and new content is automatically placed on subscribers’ walls. It is ideal for defining problems, socially empathising with them, and with effective communication tactics gather a suitable following. But, as with all social media, selling and marketing is not tolerated; once you’ve captured your audience your Facebook should act like a squeeze page, directing them towards your website where the necessary marketing activities can be put into practice.
Social networking is all about forming relationships and interacting with these new connections. A Facebook page should perform as a microsite, a landing page, a community portal back to your website. It is excellent for lead generation, and your website should collect these likely candidates through its newsletter signup or whatever method you have, so you can communicate your marketing to them later over time.
Unlike your website, Facebook is only temporary. How long will it last before it disappears, changes or is taken over? Although you may have effectively branded your Facebook page to suitably reflect your corporate image, it is still not ‘yours’, Facebook owns it, hence all the adverts in the sidebars. You don’t have control over the navigation as in your own website, and you have to abide by Facebook’s terms and conditions. Your website is a medium to reflect your own image and brand, let alone market and sell your product or service, whereas your Facebook page is purely promotional, a social networking voice for interaction, networking, feedback, customer collecting and lots of fun and creativity!
Last year I responded to my husband’s request for a metal watering can for his birthday. That’s OK, it’s easy to go to Google, type in ‘metal watering cans’ and choose a website from the links that came up.
Having been thoroughly annoyed by all the inadequate links, including the sponsored ones in the shaded areas of the search engine page, I eventually found a website that provided exactly what I needed. Their concisely written pay-per-click advert directed me straight to a landing webpage that offered three metal watering cans. I didn’t have to wade through irrelevant pages, such as the website’s index page, to find out exactly what I wanted.
They made it perfectly easy to choose the one that fitted my requirements and to pay through an efficient shopping cart system. With the confirmation of my purchase I also received tracking information of my watering can’s delivery progress, which arrived before the time specified, and resulted in a happy husband on his birthday.
Having achieved my objective, I thought that would be that. But I should have known that a company that was so adept in compiling Google Adword campaigns that resulted in a successful sale and delivery to satisfied customers, they wouldn’t stop there. I have just received a nicely designed catalogue full of all the tempting gardening products they have on offer, just in time for Christmas.
As a marketer I immediately recognised the value of this exercise. Why stop with just one transaction? Their shopping card system gathered all the information they needed, my address, and they used this data to send their perfectly timed catalogue to me. They also thoughtfully didn’t send it for the Christmas immediately after my purchase, gauging that holding back would show respect and consideration.
Businesses who are marketing orientated work on furthering customer relationships. Any data gathered from transactions should be carefully used to promote the rest of your product range as unobtrusively as possible. This can be accomplished through a regular newsletter, a seasonal catalogue, an informative blog, participating on the kind of social networking sites the target market is most likely to populate, including offline networking groups, in fact anywhere where your customer will be ‘hanging out’ and your business can communicate with them in an effective manner that corresponds with their lifestyle.
And encouraging this relationship marketing goes with added value, incentives, special offers, improved customer service, recognising their needs and providing relevant solutions – making the customer the most important element of your business to create customer loyalty and continued purchasing prowess.
I had a bit of a rude awakening the other day when an expert told me off about my webcopy.
My trouble is I think visually, which sometimes I concentrate too much on how a website should look. This isn’t necessarily how pretty it is, but how the visitor views the page when they enter the site – but that’s a subject for another post…
I was working on unravelling some webcopy for a client, bringing it out of its corporate mode and into the customers’ point of view, using bullet points for quick scanning properties, working on the call to action to command a response, and thinking hard about the headline.
It’s important to put into practice these questions visitors might think when writing webcopy: ‘Is this the right website?’ leading to ‘Does this page contain the information I need?’ and then ‘Now what can I do here?’ – making sure there is suitable navigation to back you up.
But the well-meaning expert pointed out to me the lack of keywords, not only in the headline and the copy, but also the page title as well. Since this webcopy was for a specific landing page for an Adwords campaign, it’s important to be aware of matching up keywords with those used in the adverts themselves.
There were other factors to consider as well: give the spiders and therefore the search engines enough fodder to work on, so at least 200 words using no more than 10% of keywords, thinking at the same time to make it readable and focused totally on the audience’s point of view. There is nothing worse than a piece of text totally given way to keywords, it can be desperately boring to the initiated and a turn off for the rest.
And there should be a goal set up for your campaign – where do you want your visitor to go to, eg a contact form – and Google Analytics can easily trace these actions, to prove whether the call to action is working in conjunction with the number of bounces from your landing page.
So there’s a lot to think about when writing a webpage - hopefully making you aware that this kind of writing is not easy!
I accompanied Chantal to the Build a Better Business event organised by The Late Breakfast yesterday, where Chantal was giving a talk about how to incorporate a marketing strategy into a business plan. I decided to visit the other seminars, and was intrigued by one which was called ‘PPC, SEO and the Long Tail’. Usually acronym-ed jargon like this would suggest something high-flying and technical, but actually it consisted mostly of common sense taken from a different point of view.
Keywords and phrases are words which trigger a response from the search engine spiders (mathematical robots that crawl the web looking for new content to index). They are effective if they are tuned into what people type into the search engines at this moment in time, and you can find this out through the Google Adwords Keyword Tool.
Most small keywords or phrases have a very high response, which mean although there may be several thousands of people searching for it, there are also many thousands of websites containing those keywords. To narrow down the competition, you lengthen your keyphrases to include more elements that are relevant to your visitor’s ‘wants’. For example, ‘holiday cottages’ could be increased to ‘holiday cottages near Bath that accept dogs’, and ‘horse riding’ could lengthen to ‘horse riding stables that offer lessons for beginners near Swindon’.
These keyphrases containing many keywords combined together are more likely to trigger a match in search engine requests. It narrows down the field so you’ll find that there are less websites that offer these complete keyphrases. Do people type so much into the search engine status fields? Yes, they probably do, hoping that at least something will bring up a website that will help them.
But what do you do with these keyphrases? Each should be allocated their own webpage, which acts as its specific landing page. These webpages should be carefully optimised for their keyphrase, by including them in the page title, the metatags behind the scenes, the page’s title and within the words on the page. There are also clever ways to use keyphrases effectively and yet still make the page read well; after all, it’s meant to be for humans to understand and appreciate, not just search engine spiders.
These special keyphrase-induced landing pages should be marketed for full acknowledgement from the visitor, provide plenty of relevant information about the keyphrase’s subject, offer incentivised call to actions to encourage a response, and link up to other like-minded pages for further perusal of your website. In other words, there should be a series of pages that won’t be accessible from your homepage, but act as fly-papers to attract the spiders and therefore the searching visitors craving what you have to offer. Make sure you don’t disappoint them…