Much in the same way that desktops gave way to laptops, which morphed into tablets and smartphones, website home pages are being replaced with landing pages, and now those are becoming more effectively utilized as social media landing pages.
How are these socially driven spots better than their predecessors?
According to the popular fashion clothesline, J.Crew, in a summary of their marketing and advertising campaign, they stated:
“We have found that J.Crew customers who engage with us via our social media outlets (Facebook, Twitter, Pinterest or Instagram) generally spend approximately 2x more than the average J.Crew customer. Facebook is the current leading player in terms of size and time spent on site, but there are significant growth opportunities in our new visual platforms, such as Pinterest and Instagram.”
Double their regular sales sounds like a significant enough reason to utilize social media landing pages. What can we learn from the fashion forward folks at J.Crew in terms of crafting the best social landing pages?
For argument’s sake, let’s start with J.Crew’s Facebook page: with over 1.3 million likes, they are definitely making an online impression there. Their launching platform is bright, young and hip, filled with stylish photos, videos, and dapper models all decked out in their latest fashions.
Art director and digital designer, Gisela Garcia, showcases some of their social landing pages on her website. Winning features include:
- Bright and bold headlines
- Clear, concise text with a minimalistic approach
- Clean, bright and well organized
- Pages that are mobile friendly
The New Kids On The Block
Not the boy band from the 80’s and 90’s, although they do have a valid point in one of their popular hit singles, “Step By Step.” iI other words, we need a plan, an effective strategy for building an effective social landing spot. It is interesting to note that J.Crew specified that although Facebook is still leading the way in terms of sheer size and time, they point to the “significant growth opportunities” in the newer and more visual sites, Pinterest and Instagram.
One thing quickly realized when viewing J.Crew’s appearances across multiple social channels, is their design flows seamlessly across each venue. The layouts on their own website and those appearing on Facebook are almost identical, while the visual images posted on Instagram and Pinterest share the same bright and colorful quality. This type of recognizability is important for both the brand and users alike.
More Modest Approach
While Facebook can be an effective place to blast out promos, special offers, deep discounts, clearance items and BOGO (Buy One Get One) deals, often on Twitter, Instagram, and Pinterest, not so much. For these venues, instead of pushing a product, often a more subtle approach is more effective. For example, on Twitter, J.Crew utilized these approaches:
- For the end of the year celebration, they tweeted “Tonight calls for glitter or sequins, but not both.” #NewYearsEve, #overkill
- In February, “The way to a woman’s heart is probably through her closet,” #ValentinesDay
Posting on Instagram, they are going after a pure and simple, visual impact strategy showcasing beautiful, colorful landscapes and picturesque far-off destinations that guide the reader back to their blog or other landing page.
Whether you’re using one of the bigger, more popular venues such as Facebook and Twitter, going with the younger, more visual crowd on Instagram and Pinterest or tackling a broad range of channels, having a social landing page is vital in today’s marketplace.
Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas, or you can reach him at NickAndrewRojas@gmail.com.