Note: This post was originally published in 2013, but we’ve given it an update and added some current examples to keep things fresh. You can still watch Clay’s original video tutorial below. – Shayla Price, Content Marketer
* * *
You log into Facebook, check your notifications … and find that almost all of them are from new fans or customers with comments for your business.
It makes you smile. It might even make your whole day.
And yet it doesn’t necessarily translate into the kind of thriving customer base you need for long-term success. Because some of those Facebook fans never leave Facebook and make it into your business.
That’s where a Facebook landing page can help. We’ve seen businesses get excellent results by publishing their top landing page as a custom Facebook tab—and fortunately, Leadpages makes this really easy.
3 Reasons Why Your Business Needs a Facebook Landing Page
Facebook is an effective tool for building a loyal following, and a landing page within the platform can influence those engaged fans to take action even more effectively than other landing pages. Here’s why.
1. It Prevents You from “Building on Rented Land”
If Facebook disappeared tomorrow, where would it leave your business?
It isn’t likely, but the fact remains: if your audience only exists on Facebook, your relationship with them is at the mercy of the platform’s next algorithm change or business decision.
And even if nothing changes, you don’t “own” your Facebook fans in the same way you own your email list. Most of them never even see your updates as it is.
By creating a Facebook landing page that gets fans onto your email list, your audience has the opportunity to experience your content beyond social media. You can send them personalized messages about product announcements, upcoming events, and cool giveaways—and add them to automated email sequences to ultimately turn them into customers.
So you have a better chance to connect if you can move fans onto your list.
2. It (Often) Gets You Higher Opt-In Rates
On Facebook, your same exact landing page can earn more opt-ins. How?
Because many people visiting your website aren’t familiar with your brand, they are less likely to respond to your lead generation campaigns. These visitors are wary about giving an unknown business their email address.
However, your Facebook community knows your brand. They interact with your posts daily, and your team has probably responded to one of their comments. They trust you and feel comfortable enough giving you their email address.
Even for first-time visitors, the familiar brand experience of Facebook can lend extra trust and credibility to your offer. You’ll have to test this for your own audience, but we’ve seen Leadpages users get higher opt-in rates when they take an existing landing page and—without changing anything else—publish it as a custom Facebook tab.
3. It’s a Great Destination for Facebook Ads
Leadpages first built this feature a few years ago because we were noticing something interesting among small businesses advertising on Facebook. Here’s how cofounder Clay Collins explains it in the video tutorial he released when this first became available:
Hey, this is Clay Collins, host of The Marketing Show and co-founder of Leadpages, and today, I’m going to be giving you three reasons why you should be posting your landing pages to Facebook. I’m also going to show you how to quickly and easily create Facebook landing pages. That’s what you have to look forward to in this video.
So if you’ve followed us for any length of time, you’ve probably seen that we’ve released a number of landing page templates that you can use. These pages have been used as the basis for creating a number of amazing and extremely high-converting webinar registration pages, squeeze pages, u-stream pages, etcetera. And I want to talk for a second about why you should be posting your pages as landing pages to Facebook. There’s really three main reasons for this.
The first main reason is that depending on your traffic source, you can, in many cases, get a higher opt-in rate to the exact same page when it’s placed inside of Facebook. And the reason for this is that cold traffic that isn’t used to your website, it’s never worked with you before, and that isn’t familiar with your brand is going to feel a lot more comfortable with your page when it’s on Facebook. Facebook is an environment that most people know, like, and trust, and when your page is in a comfortable context that people are used to being in and where they feel comfortable, they’re going to be much more likely to opt-in. Now obviously, this is going to vary from market to market, and you should test this, but I’ve seen a lot of people take landing pages that they used to post on their website and post them on Facebook instead precisely because they’re getting a higher opt-in rate when that page is located on Facebook.
The second reason is that if you’re buying ads, specifically if you’re buying Facebook ads, you can get cheaper ads and cheaper clicks on Facebook when you’re posting your page within the Facebook eco-system. What I mean is that when you buy an ad on Facebook, you can have that ad linked to your own domain or you can have that Facebook ad linked to a landing page located within your own Facebook page. And when Facebook is sending its ad traffic to its own website, and it stays within its eco-system, they typically charge less, and in many cases, you get a higher approval rate which brings me to point number three, better approval rate. What I mean by this is that Facebook is kind of a commogin when it comes to approving ads. They don’t like diet stuff. They often don’t like business coaching related ads. Anything related to health, wealth or relationships they can often be very difficult about. However, in the experience of my clients, Facebook is much more likely to approve your ad when the ad link points to a Facebook URL as opposed to a URL on your domain, which Facebook may or may not trust.
So those are three of many good reasons to be posting your landing pages to Facebook. So how do you post your landing page to Facebook? Well, if you’re an advance user, you would do this by creating your own landing page – This is going to require some coding – then you need to integrate your landing page with AWeber or MailChimp or whatever you’re using to capture email addresses that also requires some coding. Then you would grab your landing page code and you would use this static HTML app that comes with Facebook to add this landing page to your Facebook fan page.
Here’s what I mean. Here I am in the static HTML Facebook app, and I’m going to paste my landing page code here, and then I’m going to click on save and publish, and you’ll see that my landing page was published here to Facebook. Now if you’re a Leadpages customer, all you have to do to publish a landing page to Facebook is to save your page, and then when you go to the publishing options section of Leadpages, you just need to decide that you want to publish your page as a Facebook page. So I’m going to click here on ‘Add to Facebook page,’ and then I simply have to pick which Facebook page I want to publish this landing page to. So I’m going to click on LeadBrite, and then I’m going to click on ‘Add page tab,’ and as you can see, this was added as a webinar registration page to my Facebook fan page. And of course, when someone clicks on ‘Claim my spot now,’ they can opt-in.
So we essentially added one click publishing of your landing pages to Facebook using Leadpages. So if you want to use Leadpages to publish your landing page to Facebook, all you have to do is create a landing page in Leadpages. This takes 30 seconds to about 2 minutes, then you let Leadpages handle the integration with MailChimp or Infusionsoft or AWeber or OfficeAutoPilot or whatever you’re using, then you publish your page to Facebook with a click. That’s all it takes.
Anyway, my name is Clay Collins, co-founder of Leadpages. I hope you’ve enjoy this video, and I look forward to talking with you next time. Take care.
Some of our customers report cheaper clicks and better approval rates when they send traffic to a custom Facebook tab—and it does seem reasonable that Facebook would prefer to send traffic to its own domain. Although we can’t guarantee that every marketer will see these benefits, it’s worth testing if you think your Facebook ads could be performing better.
Start Turning Fans into Real Customers in Minutes
With Leadpages, you can publish any landing page as a custom Facebook tab with just one click.
Create a simple landing page (or choose one of your best-performing pages). We’ve seen several kinds of landing pages perform well on Facebook, including:
- Simple “free gift” opt-in pages
- Contest entry pages
- Free event or webinar signup pages
- Free consultation signup pages
- Coupon pages
Nicole Culver of Blissful Eats offers her Facebook fans a free consultation on her landing page. Focusing on achieving success for her clients, she entices leads to book an appointment by clicking the bright pink button.
If you have great information to share with your Facebook fans, you can also use a custom Facebook tab to give away an informational download, such as this free course jam-packed with videos and downloadable PDFs from Drip’s Facebook page.
Try Publishing Your Facebook Landing Page Right Now
With Facebook landing pages, you can grow your email list and engage followers on your own terms. If you’re already using Leadpages, go publish your Facebook landing page right now to convert more fans—check out this step-by-step guide if you need a hand.
If you’re not yet using Leadpages, you should know that we designed our custom Facebook tab option to be the best and quickest way to publish landing pages right to your Facebook page. Go ahead and get started by choosing the right plan for your business below:
How are you using Facebook landing pages for your business? Share in the comments!