A social media landing page (SMLP), or a lead capture page, is a pivotal point highlighting all the social media platforms where consumers can find the particular product or service for a specific company. The SMLP will display some type of sales copy that includes potent verbiage to draw the potential client to a path of interest and desire.
Benefits of a Social Media Landing Page
Some of the benefits to an SMLP are more important than others. An SMLP should do the following things:
- Target user groups;
- Use social conversation to call the customer to action;
- Command exposure in consumer-rich areas.
The most vital thing an SMLP can do is specifically target a user group predetermined and indexed by search engines. Similar to other types of landing pages that involve display banners or paid searches, an SMLP challenges the shopper with a different call to action simply by engaging in a social conversion rather than giving a sales pitch.
If a 30-year-old, single woman complains that she hasn’t had a date in two years, a psychologist might suggest that she go into an environment where she can find single men. Makes sense, right? The corporate world is following the psychologist’s advice and going to the social media outlets, which are environments rich with consumers. The SMLP pulls the social channels to a point of unity that commands exposure and awareness.
SMLP as a Tracking Mechanism
Part of the job of a hub page is to track information. So how is tracking beneficial?
- It tracks visitors from each social channel.
- It tracks the social channel visitors against visitors to the company website.
- It tracks repeat visits from interested consumers.
An SMLP will track the number of social media visitors from the various channels, as well as mandate increased traffic to the brand website. A company, a business, or a corporation can have multiple advertising arms reaching to the north, south, east, or west of the environment of the user or buyer, and all the arms come back to home base–the corporate website.
Companies Using SMLP
Social networking sites began as virtual meeting places where individuals could trade stories, pictures, and jokes. College alumni could keep in touch with the class geek; the hefty football player could find his favorite cheerleader. Today, companies use this multi-million-dollar highway that leads right to the front doorsteps of American consumers. This phenomenal tool is in the hands of professionals running companies, such as the following ones:
- Best Buy
These are only a scant few that are utilizing an SMLP as a large part of their advertising pushes. AT&T has a presence in blogs, Facebook, Twitter, Flickr, YouTube, and even Posterous, which builds a unique footprint in the marketing field for its company. AT&T aptly says the profound truth of the SMLP phenomena, “We Are Where You Are.”
Social media is where consumers have migrated, and now the sellers of services and products have hopped on board the social media caravan headed to the future. Having an SMLP keeps track of social networking while helping to direct consumers to the company’s services or products.