While reviewing recommendations for one of our clients this morning by Lisa (one of our sharp web experts), I came across a point that I’ve seen over and over again with our small business clients:
It looks like you are already giving special offers to Facebook fans as well as giving fans a sneak peak of new designs. We recommend posting a link to the exact product or collection you are highlighting rather than sending a user to the home page.
Yes! The beauty of the web as a consumer is instant gratification and effortless transactions. When you include a link with a tweet, status update or an email, the assumption of the user is that the link will be the most clear and specific place to go in relation to accompanying text. You may not realize this assumption exists, but it does.
I could undoubtedly cite a number of studies that support the innefectiveness of home page links compared to deep and specific landing pages in advertising, but I think some examples will convey the basic principle much better.
A Bad Example of a Promotional Tweet or Update:
New store hours at all locations: [insert home page link here]
A Better Example of a Promotional Tweet or Update:
All [insert store name] locations open two hours later! [insert link to specific page announcing the change]
An Even Better Example of a Promotional Tweet or Update:
Work late? All [insert store name] locations open two hours later! 10% off during our extended hours this week only: [insert link to specific page announcing the change and terms of the offer]
Notice that we got more specific with each example, and more focused on the benefit of paying attention to the user. By the last tweet, we’ve given the user incentive to remember and act on this information right away.
Let’s check out one more example.
A Bad Example of a Promotional Tweet or Update:
Lasik Surgery from $800 per eye [link to home page of eye center]
A Better Example of a Promotional Tweet or Update:
Wearing glasses to the beach today? Learn how Lasik can change your life: [link to benefits or testimonials about Lasik]
An Even Better Example of a Promotional Tweet or Update
Wearing glasses to the beach today? Never again with our Summer Lasik Special, starting at $800 per eye [insert link to promotion page of the special]
I hope this article will sharpen your social media promotions. Remember the glut of information user’s are experiencing while using Twitter and Facebook, and don’t sabotage your efforts by making them think more than they have to.
Tags: facebook, link building, online promotions, social media, twitter