If you have a product or service that can be promoted or sold online, you should be nurturing interest through what is called a landing page. A landing page serves to provide details including specific features and benefits about a particular offering much like a sales pitch. This is not to be confused with a lead capture or opt-in page that requires visitors provide their email address, though both types of pages are commonly used in traffic strategies.
One major barrier to success with any online campaign involves traffic, i.e. getting your offer in front of potential buyers. This is where social media can be leveraged to spread the word. In theory, the more people you can get to view your offer, the higher the potential for a conversion or sale.
Below are three strategies to reach the widest audience using social media.
The most obvious though perhaps costly way to get visitors to your landing page is through paid advertising. Online advertising occurs in the form of banner ads or paid placement links. These opportunities exist throughout the Internet compliments of Google, Bing, and Facebook along with a whole slew of other lesser known entities. Each provides several models for advertising including CPC (cost per click), CPM (cost per 1000 views), CPA (cost per action), along with a few others.
Many marketers prefer the CPA model because you are only charged when a visitor takes a specific action of which is pre-determined through the settings you choose in your campaign. There are a variety of actions you can choose from but you may find the most success in the ‘redeem voucher’ offer.
With this route you create an offer to promote through your platform of choice and are only charged when someone clicks through and takes advantage of the special offer you are offering. This works great for start-ups who may have limited budgets giving them the ability to win new customers while only charging them when visitors buy.
Each platform has its own nuances so if you think online advertising would be a good fit for your company, take some time to research the pros and cons of any you might invest into.
Video is a second way to promote an offer online. Through the use of video, viewers are more easily able to connect with you (on a human level) and your offer. Use this to your advantage by letting your personality shine through. Consider how to demonstrate what you are offering using video. Video allows you to show in a persuasive way the solution your offer provides to a particular problem.
YouTube is the perfect free platform for promoting special offers online. Hosting and streaming is intrinsic while content creators have the ability to link back to their websites. This link back can be helpful in terms of SEO. Videos can be embedded on pages of your website so they can do double-duty.
A pared down version of your video can be placed on your Facebook page.
By doing both, you will be sure to maximize the number of viewers your video receives.
Still not convinced about the power of video? Consider the below statistics*:
- 45% of people watch more than an hour of Facebook or YouTube videos a week
- 72 Hours of video are uploaded to YouTube every 60 seconds
- Marketers who use video grow revenue 49% faster than non-video users
- Video drives a 157% increase in organic traffic from Search Engine Results Pages (SERPs)
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic
A third way to drive traffic to your landing page or offer would be through a promotion. By leveraging your social network, you have the potential of reaching an exponential audience. Make your promotion something that an interested party can’t turn down such as a limited offer or one-time bonus. Entice them through a freebie, informational report or special event. For example, offer free admission for every user who shares your link with 3 friends.
Alternatively, you could do a contest. There are creative ways to use polls or call for entries to drum up interest in your business. Make sure that the contest theme is relevant to your offering and create a logical tie between the two. For example, if you have a Pinterest page with a following, invite users to upload their own artwork to be featured on your website.
With a bit of brainstorming combined with some good old fashioned trial-and-error, you can create the buzz you need to get your offer in front of more viewers. When these techniques are combined with an opt-in page instead of a landing page, there is an opportunity to collect the interested party’s email address.
In future posts, we will talk about how you can grow those leads into buyers in an automated way through email campaigns.
If you’re ready to embark on any of these strategies but want help with the heavy lifting, reach out to Varsity 5. Our team can work with you to develop the right approach for your business that increases traffic and ultimately converts more visitors into buyers.
Designer, Educator, Contributor
Liz is a designer and former educator, having taught full-time in the Digital Media & Internet Design discipline for 6 years. Her experiences in print design and production coupled with over 10 years of real-world web development have provided Liz a great foundation to contribute meaningfully to our Team Talks.