Your company gets plenty of business, you say. You insist that through referrals, print advertising and other forms of marketing, you get more than enough foot traffic, and that it doesn’t matter that you have almost completely ignored your Facebook page. Your company isn’t struggling.
Still, you admit that you have just about completely ignored your Facebook page. You created one a few years ago and you update it occasionally, but fans only trickle in occasionally and – wait, what’s that? A landing page? Fuggedaboutit.
But it’s okay. You’re not alone. A lot of companies are in a similar situation. They use and update their Facebook page, sure, but the thought of developing an attractive, intuitive landing page for Facebook (or having someone else design it, wink wink) has never crossed their mind.
And in order to attract new customers, the page that Facebook users first land on is easily the most important in determining whether or not a user ‘likes’ your page and, ultimately, whether or not they become a customer of your business.
So, with that said, here are just a few reasons why you cannot ignore the importance of creating an attractive landing page:
1. Bad Landing Pages Are Like Bad Pit Stains
What I mean by that is that your company’s landing page is going to be the first impression that you make on a potential customer. Having a landing page that just says “Joe’s Sock Emporium” in Ariel font with little else is basically like walking into a job interview 10 minutes late in ragged jeans and your grandfather’s ugly sweater. The odds of that person getting a follow-up interview or, even better, a job? Probably not very good.
That’s why it’s important to have a landing page that not only serves as an alternative to customers simply landing on your wall, but also gives customers a sense of how to perceive your respective business. An ugly, poorly thought out landing page will suggest to potential fans that your business neither has the time nor the resources to dedicate towards their social media presences, or that you simply don’t care. Which is fine. A lot of businesses don’t. But just don’t expect that those potential customers on Facebook will care about your page, either.
2. Without It, Your Facebook Page Has No Call to Action
Looking at just a few of some of the biggest brand’s Facebook landing pages, including Coke, Red Bull and even Oreo, you’ll notice one thing that stands out about all of them: They contain a prominent call to action, inviting Facebook users to ‘like’ their page with bright arrows or other indicators. Without an appropriate landing page, your business is essentially standing up a potential customer. Leaving them out in the cold, so to speak. It’s difficult to make amends for showing up 15 minutes late to a date, but it’s even more difficult when you refuse to show up at all. In fact, research shows that even taking away the landing page for major brands can result in damaging repercussions in the conversion rates for potential fans.
A landing page simply provides potential customers with a door through which they can gain better access to your brand. Try climbing into your office through a window every time. Trust me, doors are better.
3. They Invite Interaction With Your Brand
Creating an attractive Facebook landing page isn’t simply to a way to get more customers to ‘like’ your page. It does that, certainly, but even better, it provides opportunities and ways for people to engage with your brand beyond the landing page. If you have a blog or a website that you’re trying to advertise, Facebook grants you the opportunity to broadcast those different mediums. Essentially, your landing page becomes a portal for consistent engagement and updates from your business to potential customers; a constantly evolving avenue with which your business can directly interact with potential brand advocates.
If you’ve had any experience with using Facebook’s business pages, you will have realized, very quickly, that fans don’t simply flock to a page for no reason. If it’s an established brand, then maybe. But for the most part, people need a reason to visit and engage with your Facebook page. And having a landing page that effectively draws the attention of your potential customers is an extremely important step in getting people to ‘like’ your page.
Most importantly, though, Facebook users aren’t just fans of a particular brand or company. They are potential customers that are far more engaged, far more loyal and far more willing to tell others about the businesses that they engage with. That’s why it’s so important to reach out to those potential customers, acquire them and frequently engage them.
Continue ignoring that Facebook page. It’s probably not that important now. But what about in a few months when your competitors start dedicating far more resources to their social media presences in an effort to attract new customers? My suggestion? Come up with your solution well before that starts happening.
Source: MSM DesignZ, Inc. is a Westchester NY web design firm specializing in SEO, social media, web and graphic design and much more.