Nothing beats social media these days as a marketing and promotional tool. Recent statistics provide unmistakable evidence that users adore social media platforms. Ensuring your landing pages are as powerful (or stronger) as your Facebook advertisements is just as important if you want people to click through and convert from your campaigns.
They should look and feel similar to the landing pages on your main site and should be consistent with your overall branding. You won’t be looking for the same things; perhaps today, rather than site visits, your main concern will be the number of likes, tweets, or comments. This piece will explain how to create Facebook landing pages specifically to bring in more of these nearly completed sales. We’ll show you how to make your web pages more persuasive and provide case studies of successful digital companies.
What Is a Facebook Landing Page?
A Facebook landing page is a web page created to convert clicks from a single Facebook PPC ad.
In contrast to other sites (like product pages on your website), these landing pages are designed to work with your Facebook ad. They carry on the tale begun in the Facebook feed, developing the hook, layout, and CTA shown in the original post.
Your website’s pages should primarily serve to educate visitors about your company. However, a landing page developed solely for Facebook advertisements is more likely to entice people from target demographics to sign up for or claim a free trial or special offer.
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Why is your Facebook landing page important?
Many Facebook users don’t see any need ever to leave the site, and this is because it serves as their sole point of connection to the outside world. Even if they don’t want to be sent to a third-party site, they will almost surely read a page that looks and feels like something they’ve seen.
While this is only sometimes the case, if your ad has a respectable or even great CTR, but conversions decrease when visitors reach the landing page, it’s time to reevaluate whether or not the landing page is doing its job.
You will probably lose many prospective customers even if your ad is highly effective because of a poorly designed landing page. That’s a bad use of your advertising dollars, driving away potential buyers.
However, you could run different campaigns after this one. Many more campaigns may be launched in the future. Saving time and money on domain names, hosting, and website construction is possible when you lead your audience on a free and simple to-set-up platform like Facebook.
Because of this, Facebook landing pages are crucial to determining the success of your marketing campaign. If a Facebook user clicks on your ad but is met with nothing of value or interest, she has no incentive to convert in any way, shape, or form.
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5 Facebook Landing Page Must-Haves
1. Descriptive headlines
The title you choose should pique the reader’s interest enough that they want to keep reading or clicking through to see more. The Facebook ad and the landing page’s title should reflect the same offer.
2. A unified style
The point is to keep telling the visual tale you started on Facebook. The Facebook landing page should match the aesthetic of the ad, so if the ad has photos of happy children in muted tones, the landing page should, too.
3. Clear unique selling proposition (USP)
Customers should be able to quickly and easily determine why your product or service is the best option for them. Include the most crucial information below the fold; highlight it first.
4. Consistent design elements
Many Facebook landing pages still utilize low-res images, which might turn off potential customers even before they’ve had a chance to learn more about the product. Make sure the landing page features visuals that showcase the benefits of your product or service.
5. A compelling call to action
You can remind readers to take action many times on the page, but remember to stick to a single objective. If you want people to do a specific action, such as “receive the ebook” rather than “submit” on a form, make sure your text explains the consequences of that action.
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Facebook Landing Page Rules
When using Facebook Ads, all marketers must abide by Facebook’s landing page guidelines, which may be found in Facebook’s extensive rules database. There’s no reason Facebook landing pages shouldn’t function the same way.
Full details of Facebook’s landing page guidelines may be found on the social media platform’s help center, but here are the essentials:
Your advertisement and landing page must be consistent
This is not just recommended but required since it improves performance. You can only make a different offer on the landing page than you did in the ad; otherwise, your ad will be rejected or shut down.
Facebook’s advertising guidelines must be followed
Please read the guidelines again if you need clarification by using the link above. It’s important to be aware of any regulations that pertain to your sector; for example, if you’re approaching a site through an ad that requires you to be 21 or older to see it, the company will still ask for proof of age.
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Landing Page needs to work perfectly
Facebook may remove the advertisement if the landing page has technical difficulties or is not displaying properly.
It can’t force a user to a new page or download anything independently
Users must take one more action on your landing page to complete the download after clicking on an ad.
People can’t be directed to a landing page by an advertisement
No monetary exchange, to put it another way. Users should be able to see advertisements that allow them to access the content they came to view.
How to Create a Facebook Landing Page
You may have heard that making a Facebook landing page is difficult. However, if you have the proper equipment, it’s rather simple. Let’s look at the best practices for developing a Facebook landing page that directs traffic elsewhere for marketing and company promotion.
Create a new web page
Starting with a blank page is essential since there is where the landing page will be housed.
Wix, Hubspot, Mailchimp, and other site-building tools may be used to make a Facebook landing page. You’ll want your Facebook landing page to be accessible once it’s ready to go live, but it doesn’t have to have a parent page or be linked anywhere on your site. Keep in mind that the main use of this page is as a landing page and that other visitors navigating the site are not required to see this page.
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Template Customization
Once you’ve decided on a starting point, it’s time to put your spin on things. The tools’ Drag & Drop Builder makes it easy to rearrange and customize the layout to the individual pixel. Widgets may be used to extend the widget capabilities and customize its appearance.
Create a copy with the target audience
Your landing page must be tailored to each campaign; before creating the material, have your target demographic, pain points, unique selling proposition, and offer in mind. This framework makes it easier to know what to highlight and where to put it. You may easily change, add, or remove text using the tools. Here, you may introduce your company’s character and list the numerous advantages of your wares.
Use testimonials
Keep in mind that individuals arriving at your landing page from a Facebook ad still need qualified leads. The onus is on you to maintain their focus and nurture the connection. The trust necessary for this connection is a two-way street, and one of the most effective methods to widen it is through recommendations from satisfied customers. You are fully aware of how fantastic your business is. Utilizing testimonies gives you the credibility you need to support your assertions.
Maintain a consistent appearance
The landing page associated with your Facebook ad must reflect your brand’s aesthetic and tone. Include your logo, and ensure the colors and visuals utilized are consistent with the rest of your marketing materials. The goal is to have the Facebook ad flow naturally onto the landing page. One of the most effective means of connecting with your audience and earning their trust is establishing a recognizable brand; visual consistency is a crucial part of that process.
Add Images
Selecting the right images can have an effect on conversions that is comparable to that of the text. Images may be swapped out with the click of a mouse, or the picture widget can be dragged to a new position. Although it may be expedient, there are better strategies than stock photographs. Your images will be more authentic if you take them yourself (or pay someone else to do it).
Perform A/B Testing
Successful advertisers often split test their Facebook ad campaigns using automation software like HubSpot or MailChimp to swiftly run several tests and determine which ones work best. Even for a single campaign, you may use your site’s flexible page-creation tools to make many landing page variations. Within an ad set, you may make identical advertisements, with the exception of the destination page on Facebook. Tools like Unbounce, and HubSpot can help you automatically split test landing pages by directing customers to several versions of the same page to determine which generates the most results.
Conclusion
Advertising is a crucial component of every successful marketing plan, and Facebook is one of the most effective platforms for executing an advertising campaign. The call-to-action strongly influences the landing page complexity you hope to elicit from visitors, and the specifics of your product determine the content.
Like any other marketing effort, Facebook advertising campaigns should be crafted with the user’s goals in mind. However, by adhering to the aforementioned recommendations and best practices for landing pages in general, you will be able to boost conversion rates and improve the experience for consumers interacting with your company on Facebook.
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