Are You Sharing the Right URL?
The Sprocket Report
Social media is a definite must-have when you’re trying to reach a larger audience. Businesses want to promote sales or networking events. Organizations want to promote their fundraisers or festivals. But you’re losing their attention by sending folks to the wrong website URL.
You’ve no doubt heard the term “Landing Page” before. Quite simply, it’s the web page a visitor lands on when they click the link you have provided them. There are many great techniques for using landing pages in your marketing, but we’re going to talk about only the most basic, that is, picking the right landing page.
It sounds so obvious, but it’s astonishing how many businesses and organizations aren’t picking the right page for their visitors to land on. Often it’s because their website (as well as those promoting their website) need a little updating.
In the olden days, it was enough to say “go to my website” to provide folks the details of an event. Internet marketing was novel and there was less of it so folks were content to wander through your web pages and admire the flashy animation or what-have-you until they found the information for which they were searching.
Not today, they don’t!
The internet provides instant information so if you can’t give folks what they want immediately, they move on to someone who will. Many Events pages are like the one accompanying this post. The organization is active so there’s a long list of events. But if the specific event you’re promoting is on the bottom of the page, most visitors will not keep scrolling until they find it.
So instead using the Events page as the landing page, you want a web page that is specific to just a single event. You can still have an Events page, but each item on the list will link to the specific page for that event.
Now you can put that specific event page link in a Facebook post, in a Tweet or wherever else you’d like to share it and send interested visitors to land straight on the information they want. And colleagues, fans and followers will have a nice, neat message to pass along as well.
When creating that specific landing page, don’t forget to use good search terms in the first few sentences and particularly in the headline. Use the words people will be using to find your event when they’re asking Siri or Alexa or typing into a search box. Please do NOT just post the pdf of your event flyer because that’s just a picture of words, not actually searchable text. Google will not know to serve up that word picture when someone is searching for your event.
Spring and summer events are being planned now and we want you to have a great turn-out. Using social media to spread the word is a terrifically successful way to share the news. Just be sure you’re making it easy for folks to help you get the right info out there. If you’d like more assistance with your online marketing, give us a call and we’d be happy to help you.