So you created this amazing landing page with a great offer, but no one’s showing up! What gives? Driving targeted traffic is crucial for landing page success, but it can be tricky to figure out the best strategy.
This is where social media comes in! Many businesses underestimate the power of platforms like Facebook, Instagram, and TikTok for directing visitors to websites. But social media can actually be one of the best sources of landing page referrals when done right.
In this article, I’ll walk through why you need to be leveraging social to get more eyeballs on your pages and convert visitors into leads and customers. I’ll also share specifics on how to create awesome social content and choose the right networks to promote your landing pages.
By the end, you’ll have a solid game plan for developing an integrated social strategy with landing page traffic growth as the goal. When your pages and social efforts work together, it becomes so much easier to build awareness and get visitors to check out your offers. Sounds pretty sweet, right? Alright, let’s get into the details!
So before we dive into using social media for landing pages, let’s make sure we’re all on the same page about what social media actually is. No worries if you think you already know—feel free to skip ahead!
In the simplest sense, social media platforms are websites and apps that allow users to create, share, and engage with different types of content. They essentially allow people to be social (clever name, huh?) by letting them post updates, photos, videos, and more while connecting with other users.
Unlike traditional media like TV or newspapers that only push out content, social media is interactive at its core. There can be two-way conversations and engagement between creators and audiences.
Some major platforms you’re probably familiar with include:
The list goes on and on. They all have their own features and communities that make them unique.
The key is that by sharing your landing page content on relevant social networks, you can gain more visitors from those already engaged communities. But first, we need to understand why social traffic matters so much for your website goals. Let’s talk about that next!
Alright, so now that we’re clear on what social media is, let’s talk about why it’s so crucial for driving traffic to your landing pages. I’ll give you a little hint—it’s all about the referral visitors!
See, the people who come to your landing page from social networks are essentially warm leads. They likely already have some familiarity with your brand from seeing your content around social media. So when they click over to your page, they’ll be more receptive to your offer because their trust and awareness is higher.
Unlike cold traffic that comes out of nowhere from Google searches or other websites, social referrals actually convert to customers at a much higher rate. One study found that referred visitors have a 37% higher conversion rate over non-referred visitors. Talk about numbers you like to see!
On top of higher conversions, social media allows you to reach such targeted audiences too. By analyzing social analytics and honing in on your ideal customer demographics, you can get super surgical about who engages with your content. This means you can drive visitors that are way more likely to be interested in your exact offers.
Between the warmer leads and the relevant targeting, you can see why social should be a huge focus for your landing page strategy. Now let’s get into even more tactical details on how to create awesome social content that will get people clicking over to your site!
Now we’re getting into the fun stuff—what makes social content actually drive clicks? When it comes to sharing your landing pages, you need to go beyond just pasting links with no context.
To spark that visitor curiosity and get audiences heading your way, you need compelling social components like:
People are drawn to posts that catch their attention quickly. Use high-quality, relevant images, custom graphics, and even short video clips to showcase your brand aesthetically across networks. This also helps convey what you’re all about.
Write short snippets of copy that effectively communicate your key messages while being scannable. Give viewers just enough info to pique their interest for the landing page while being transparent.
Whether you say “Click here to get our free guide!” or prompt followers to “See more”, well-placed calls-to-action can guide audiences straight to your site. Make those CTAs clear and clickable whenever possible.
Together, these elements combine to create share-worthy social content that spreads brand awareness while directing qualified visitors back to your landing pages. When curating content, ask yourself if it has these traffic-driving components.
Crafting great social posts with visuals, copy, and calls to action all tied back to your landing page is crucial for expanding your reach and conversions. Next let’s explore which platforms you should be active on with your branded content campaigns!
When it comes to sharing out your tactical landing page content on social media, you’ll get the best traction and referrals by choosing platforms that align with your goals.
With so many options like Instagram, Facebook, TikTok and more, how do you even decide where to show up? Here are some key considerations:
Audience Demographics: Every social network has its own target user base. For example, Snapchat and TikTok skew very young, while LinkedIn focuses on business users. Consider your own customer data to determine platform alignment.
Content Style & Performance: Certain post formats and topics resonate better on some networks. An informative whitepaper might thrive on LinkedIn, while quick video tips do better on Instagram Reels. Review each platform’s analytics to see what’s working for your brand.
Competitor Analysis: Speaking of analytics, see where competitors and industry leaders are focusing their social efforts. If pages similar to yours are gaining traction on Twitter, it’s probably worth investing time there with a landing page strategy.
Once you understand platform users and content demands, you can refine where you share landing page links accordingly. While being everywhere has some benefits for awareness, it may diffuse your efforts too widely. Consider focusing on just a few core platforms that drive the most relevant site traffic.
One of the best social platforms for driving landing page traffic today is Instagram. With over 1 billion monthly active users, it’s a major source of referral visits for all types of brands. Let’s explore why it can be valuable for your content strategy:
We already discussed how eye-catching images and videos help spark that click curiosity. Well, the vast majority of content shared on Instagram is photo and short video-based. So if you have great visual assets, products, designs, etc. to flaunt, it’s a perfect fit.
While Instagram has expanded demographically, a huge percentage of its audience still skews under 35 years old. If you have offers targeted to younger consumers, this platform is full of potential landing page visitors for you.
Instagram has added a variety of features beyond basic posting that help drive traffic, like shoppable posts or swipe-up links in Stories. There are built-in tools to guide viewers straight to your site.
When used strategically with your product pages and offers, Instagram expands reach tremendously while sending warm visitors your way. It can become a true backbone platform for your landing pages’ social success—especially among Millennial and Gen Z audiences. Prioritize Instagram in your planning if the demographics and visual content make sense for your brand.
As one of the largest and most widely used social platforms, Facebook offers immense potential for directing visitors to your landing pages. With over 2.9 billion monthly active users spanning demographics, interests, and locations, it’s a key network for brands to consider for traffic growth.
Massive Built-In Audience: Again, with so many active global users already there and scrolling daily, you have instant access to an enormous pool of potential website visitors. Meet them where they’re at.
Precise Ad Targeting: Facebook Ads make it easy to narrowly target your promotions by location, age, behaviors, interests, and more so you put your landing pages in front of qualified folks.
Dedicated Followings: Facebook Business Pages allow you to create loyal brand followings that engage regularly with your new posts and content updates, creating ongoing awareness for your landing page and site.
Between organic unpaid content and their unrivaled paid advertising capabilities, Facebook is ideal for brands seeking to enhance website traffic through social platforms. Stay active posting links, visuals, and videos that pique audience interest back over to your landing pages for conversions.
If you haven’t noticed the TikTok explosion over the last few years, where have you been hiding! This relative newcomer has taken the social world by storm, especially among young mobile users. For certain brands, it offers serious potential for landing page success.
As we mentioned earlier, TikTok’s audience skews very young. Over 50% of its users are under 30, giving it huge influence among Gen Z consumers that will shape future buying preferences.
Brief and entertaining user-generated videos are the lifeblood of TikTok. And that heavy video focus we discussed? Perfect for catching viewer attention towards your landing pages!
While not as advanced yet as Meta’s platforms, TikTok now provides a growing array of advertising formats to promote your brand and site offerings directly in-app to billions of viewers.
For some company niches like fashion, beauty, food, and entertainment, TikTokers represent an ideal target demographic—and they love discovering brands through creative short videos. That makes TikTok content an amazing way to raise awareness and drive young visitors to your landing pages. Don’t ignore this channel’s potential!
Beyond the core platforms we’ve covered, let’s briefly touch on a few other options worth exploring when developing your landing page social strategy…
As the second largest search engine and #2 most used social platform, YouTube offers immense potential for brands seeking video-loving landing page visitors. With over 2 billion monthly logged-in users, its pre-existing communities can amplify your messages to new customers.
YouTube accepts uploads of longer-form videos on your channel. Or explore YouTube Shorts for brief vertical videos ideal for smartphones. Show off products, share brand stories, create tutorials, the options are endless for engaging potential site visitors!
With all the content constantly being uploaded, standing out in crowds can be tough. But optimize titles, descriptions and tags to rank highly when users search for related topics and increase discoverability.
Just like other platforms, YouTube provides both affordable paid advertising as well as free organic marketing options. Target pre-roll ads or YouTube Discovery campaigns directly to your ideal viewer demographics to raise landing page awareness at scale.
YouTube domination continues to expand globally across all ages, but particularly with younger groups spending hours streaming video content daily from both individual creators and brands. Align your video marketing tactics to attract and redirect traffic to your landing pages.
Let’s check out one more visual platform with an interested community…Pinterest.
With over 400 million global monthly active users, Pinterest represents a more visually focused platform centered around finding and saving content by topic. And while less considered for landing pages, it can drive targeted niche traffic with the right approach.
While Pinterest has lower overall numbers than social giants, its referral visit value is immense. Studies show Pinterest sends 4x more sales traffic than other networks per click/visitor. Talk about ROI potential!
An estimated 80%+ of Pinterest users are women—so for female-focused brands in sectors like fashion, food, parenting and lifestyle, huge engaged opportunities awaits. Consider your demographics.
Users actively turn to Pinterest to browse eye-catching lifestyle images and discover new brands. Having visually stunning product images is key to standing out and guiding clicks back.
So while maybe not an obvious choice, Pinterest is full of vocal brand advocates if you can create inspirational content for your niche. For some verticals, the ROI of referral traffic makes it more than worth including in landing page distribution plans despite lower raw visitor volumes.
While we’ve covered the heavy hitters when it comes to using social media for landing page referrals, there are a few other options worth mentioning briefly:
LinkedIn: For B2B brands selling to professionals, LinkedIn is a goldmine thanks to over 830 million members. Share content like whitepapers, ebooks, and webinars to build authority and direct clicks.
Twitter: This fast-moving network drives news and trends. Strategic tweets can garner organic amplification and website clicks, while paid ads expand reach.
Reddit: Very engaged niche communities exist across Reddit. Identify relevant Groups where your landing page would add value and participate to organically build interest.
Snapchat: Harder to drive website clicks, but Snapchat Stories and Ads can build strong awareness with a youthful audience for future conversions across channels.
Podium communities like Slack Groups or forums can highlight your offerings to invested users as well. And don’t forget good old email marketing to your owned audiences.
While niche plays, these platforms have an audience and allow creative content distribution to drive traffic and conversions over time. Test engagement broadly, then double down where you gain traction.
Now let’s shift gears into the tactical best practices that will make your social efforts truly pay off with landing page visitors and customers!
Alright, we’ve covered the landscape of major social platforms and strategic reasons to leverage them for landing page success. Now I want to get tactical with specific best practices that will amplify your results driving site traffic through social posts.
Using best practices like these for tactically promoting and monitoring your landing page across social channels will pay dividends for your lead gen and conversions over time.
Of course, diving into social media marketing for the first time can spawn lots of questions when it comes to details and optimization. Let’s tackle some frequently asked ones related to driving landing page traffic:
Let me know if you have any other burning questions! Now let’s wrap up with the key lessons to remember.
We’ve covered a ton of ground exploring how to leverage social media platforms to drive more visitors to your landing pages. Let’s recap the big takeaways:
Driving strong results combining social media and landing pages takes concerted effort. But the brand awareness, lead generation and sales growth you can achieve makes it more than worthwhile.
Be relentless about testing content formats, engagement approaches and referral traffic quality across platforms. With practice, you’ll gain fruitful communities that keep sending visitors your way.
Now get out there, start posting social content tailored to your niche, and watch those landing page visits climb! Reach out if you need any other advice in developing your integrated social referral strategy.
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