Tom Edwards, VP of Digital Strategy
Over the past 13 years, I’ve been involved with hundreds of site launches. While the campaigns have changed, there are certain elements that remain consistent: Clean user experience, clear value proposition, asking only for essential data, timely follow-up and , more recently, social calls to action.
But there are new elements that need to be taken into consideration to ensure that brand s maximize their impact:
1. Value proposition – The key is to quickly and cleanly outline and explain the direct value proposition.
2. Data – Only ask for what you need. In most cases, the goal is simply acquiring a customer’s email. Depending on the goal of the campaign, beyond e-mail (there are other data points of value such as collecting an individual’s Twitter hand le), it is possible to gauge an individuals social influence via services such as Klout’s API.
Another key point is to incorporate social sign-on if your campaign requires a log-in. If Facebook social sign-on is leverage, you then have potential access to 180 user data points via the social graph. This is a key driver to go beyond just e-mail and opens up possibilities to drive relevant and targeted responses based on user interaction.
3. Timely follow-up – When someone takes the time to take an action on your land ing page it is critical to engage with them as soon as possible. Send a follow-up communication (e-mail, text, etc.). It provides a quick second touch point and strengthens the association and potential action by the consumer.
4. Social call to action – The average Facebook user has 130 friends. To take interactions beyond passive interactions to drive sharability of the content, offer, or campaign, it takes more than just adding social chicklets to a land ing page. Having a clear call to action to share as well as providing an incentive are key to evoke a response.
5. Open Graph tagging – Ensure that your land ing page takes into consideration open graph meta data to customize what is shared on Facebook (og:title, og:description, og:image, go:url). This will ensure that whatever content is shared from the land ing page can be seen as a graph object in the social graph.
An additional point to consider is going beyond the land ing page and creating an ecosystem of awareness across land ing pages/micro-sites, social channels and the brand s domain. Whether you leverage a brand s social channels to drive awareness in conjunction with paid media, or the land ing page converts into a tab via a social channel, it is not enough to simply push a land ing page live with limited support and expect sizable results.
The key is to extend the campaign in a frictionless way that enables discoverability of content while maximizing how the users will interact based on the channel of entry.
Follow Tom Edwards on Twitter @BlackFin360