Why is a Landing Page Important in Social Media Marketing?

Author

Kevin Urrutia

Category

Marketing

Posted

December 16, 2022

Landing Page is of crucial importance in digital marketing. A landing page is mainly designed to attract audiences via advertisement campaigns. The page is called a “landing page” because it is where ‘users’ land when they click on the link mentioned in social media ads, emails, and Google and Bing Ads.

A landing page is different from a home page because the primary goal of a landing page is to encourage the user to take action. This is commonly known as the call to action. Unlike a home page or any other web page, a Landing page has a single focus: to increase conversion.

Social media marketing is undoubtedly a booming marketing trend of this decade. And, if not money, it invests a good proportion of effort and hopes for the results. Being unable to build an impressive landing page might let all the steps drain.

So, a well-planned, well-strategized, single-focused landing page is the best option for boosting conversion rates through marketing and advertising campaigns. Eventually, it lowers the cost spend on getting a sale.

A landing page is a significant part of a campaign goal and exists right after the social media ad clicks. Users click a link from any of your social media campaigns and are directed to the landing page where signup, registration, or purchase is made.

The difference between a home page and a landing page

Any page can be a landing page as long as they land visitors from an ad campaign to a web page. Google Ads uses the term for this very purpose, but not all the pages where a userland is equal in terms of conversion. A single-focused page with a call to action without any other website exploration encouragement is described as a landing page in a social media marketing campaign.

How do Landing Pages Convert?

If we compare a homepage and a strategically designed landing page, we will realize the difference between these two pages. A home page has a lot of clickable points and website exploration encouragements, while a landing page contains only one link, the call to action.

It simply reflects that a homepage has several options for the user that might end up in distractions. On the other hand, the landing page is campaign-specific with a single focus. Fewer clickables on landing pages make it a strong point of conversion for the seller. This is why intelligent marketers always prefer a dedicated landing page for directing their traffic to an end that converts.

This is the point I made here to differentiate between the homepage and the landing page. It doesn’t devalue the importance of a homepage. Sure, it has a lot of significance and dramatically contributes to sales. It enables the visitor to explore the brand and makes them aware of the products, services, careers, terms of services, and whatnot! But it will not necessarily make a conversion. And this is where the importance of a landing page lies.

Email Campaigns and Landing Pages

Email, despite being a traditional way, is believed as one of the most effective marketing channels because of the result it brings through its enormous reach and low cost. Email is a direct communicator to the user and creates a feeling of a personalized message.

Email and landing page thus makes a potent combination in digital marketing campaigns. This combination can be used for acquiring new customers and nurturing relationships with existing customers. It’s essential to have a list of the targeted audiences for email marketing campaigns and create content that can entice viewers. From there, the landing page contains the necessary details and directs visitors toward a call to action.

Types of Landing Pages

If you start looking for the types of landing pages, you might come across several varieties per the business’s needs. However, there are two significant types of landing pages differentiated by their goals.

Lead Generation landing pages

lead generation landing pages direct the users to fill out a call to action form. These forms aim to collect the names and data of potential buyers. The information typically includes the name and email of the visitors.

This type of landing page is used mainly by B2B companies selling high-end, expensive, or many items. Sometimes they offer a free product or service in exchange for email addresses and some primary data. E-commerce also uses these forms for building their contact list by offering free shipping, a particular discount, or deals.

Click-through landing pages

E-commerce stores and Professional software development companies usually use click-through landing pages for marketing and targeting. Click-through landing pages take the users to the subscription or sales. They typically have a simple button as the call to action that takes the visitor into a flow and lets them complete a transaction.

Takeaway!

The landing page for customers serves an entirely different purpose. Paired with highly enticing social media ads and email marketing campaigns designed to promote a particular offer, everything about a landing page aims to turn visitors or potential buyers into customers. It’s doing a better job of converting the traffic the brand’s already getting. And that’s the power of landing pages for a website!

Author’s Bio: Zubair is a digital enthusiast who loves to write on various trends, including Tech, Software Development, AI, and Personal Development. He currently works at Unique Software Development, a custom software development company in Dallas that offers top-notch software development services to clients across the globe. He is a passionate blogger and loves to read and write.  

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