Hit Your Mark: Why Your Facebook Landing Page Matters

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[Editor’s Note: 3/15/12:  Facebook recently changed the layout of Pages to Timeline (effectively to take place across all Fan Pages 3/30/12), and while Landing Pages can still help a brand by providing additional information within the tabs of a Page, guests will now subsequently be directed to the wall. Read more here. ]

When it comes to your company’s Facebook Fan Page, you have probably thought about your fan count, what to post, how much to post, and everything in between. But have you really thought about what your Facebook looks like? Sure, your page features your company’s logo and colors… but after that, what are you left with? Basically what everyone else has, and that’s where a landing pages come in.

What Is a Landing Page?

A landing page is a neat little feature on Facebook that many small business owners don’t even know about. They serve as a welcome mat to your main “wall”.  What’s a “wall”? Normally when you go to a Facebook page, it’s the place you will see status updates posts. This is all fine-and-dandy for people who are already familiar with your company and the services you offer, but customers new to your brand might feel a little lost or like they just stepped into the middle of an on-going conversation. By having a landing page, it can be the first thing new visitors will see. Think of it as a roadmap for your new guests; it allows you to direct your customers in the way you’d like them to go.

Why You Should Use a Landing Page

Landing pages have a lot more value than you would think; when customized, a landing page allows you to differentiate yourself from the thousands of other companies also on Facebook. This is usually the first impression potential customers will have of your company, so why not use it to your advantage? It’s the perfect place to get visitors interested and let them know why they might “like” you. Your company has its own target audience it wants to engage, and most of the time a generic Facebook page just won’t cut it.

How You Can Use a Landing Page

The great thing about a landing page is that it can be tailored to fit your company’s needs. Your page can be changed instantly, unlike print media or directory ads you might be paying for. Remember, you’re using this to help differentiate yourself from the pack — so don’t worry if your landing page has a different purpose than another company’s. Some of the most common (and easy!) ways to use a landing page include:

  • Giving incentives for liking your page. Sometimes the easiest way to gain fans is by offering a little reward. With a landing page you can have users like your page which will in turn reveal whatever the incentive is (a 20% off coupon, a free consultation, etc.). It’s one of the quickest ways to grow your fan count and customers love it, provided you make it fun.
  • Telling your visitors who you are and what you do. A lot of people who will be visiting your Facebook are going to be unfamiliar with what your business is. This is a perfect opportunity for you to give them your spiel in a cool way. As we mentioned before, your landing page is the first impression that you’re making on a potential customer, so keep that in mind when deciding what information you want to share. Typically in social media only pushing your own brand is a big no-no, but if there is an appropriate way to do it, this is it!
  • Showcasing your important content. Landing pages are ideal for telling customers about special sales, events, or promotions you may be having. You can have as many as 5 landing pages, much like a mini-website, and many company’s choose to switch them up to keep customers engaged.
  • Providing seasonal information and offers. One of the often overlooked aspects of Fan Pages is the seasonal aspect. With Autumn quickly approaching, restaurants can spotlight new comfort food items and clothing stores can highlight cozy clothes to fight off the chill of fall evenings. What if you run a dude ranch that offers hay rides or dog-sledding in one part of the year and fly-fishing in another? The sky’s the limit for customizing your landing page.

So now you’ve decided to jump in and create your own customized landing page: Keep in mind it’s handy to have some working knowledge of HTML and iFrames, and a little PHP can’t hurt. If this sounds daunting, there are free and paid generators for landing pages (just Google that) which can be great if you’re just starting out. Tread carefully though, as these can end up looking very canned or a bit “template-y”. If you’re looking for something a little less “them” and a lot more “you”, drop us a line and we’ll help design the custom look you need.

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