Part One: Facebook Landing Pages – Headlines that Rock
The landing page of your Facebook ad is just as important (if not more so) as all other aspects of your Facebook campaign.
Your landing page choice can make or break your campaign. There are a lot of elements to the landing page you should consider. Today we’re going to explore ONE aspect of landing page choice – The Headline.
Consider the headline on your best converting landing page…
Chances are pretty good that the headline that is working well for you elsewhere will still perform with Facebook traffic. Profitable headlines sum up the message you wish to send. Remember to consider the important elements of basic copywriting here.
a. Who is your customer?
b. What is their current pain?
c. How can you solve it?
1) Use a short video
Ever heard the saying “a picture is worth a thousand words”? Well, videos can be even more powerful. Just be sure to keep it short and sweet. The purpose of the video is to ask them to hit LIKE or opt-in or buy your stuff. NOT to train them, or keep them there for 45 minutes.
2) Focus on the benefit and outcome for your customer
The headline should present a benefit to the visitor, but it should also touch on their current pain. Be as specific as you can.
ie: “Learn how to get a local client within a week.”
3) Make me laugh
Alternatively, you can use humor.. A headline, image, or landing page that makes me laugh is always good!
Humor gets attention and catches people off-guard, lightens the mood, and helps you connect.
4) One step at a time
Another strategy to use is the “step-by-step” approach. I LOVE this!
5) Standard squeeze pages work wonders
There is no need to re-invent the wheel. When you have a high-converting landing page on your website, i-Frame it up, or copy it over to Facebook. This style of landing page is more effective in some niches. Other niches respond better to a different approach. Use what works for you – in your market – with your audience.
Remember to always have a very clear call to action on your Facebook landing pages. First, you want them to click “LIKE”, then you want them to opt-in to your email auto-responder.
In copywriting, the saying is you should spend half of your time on your headline. This represents how important your headline is. It needs to grab the visitor’s attention within 5 seconds of them visiting your page, and the headline is usually the only way to do this.
So remember, grab their attention and keep them interested…
Now, not everyone who advertises on Facebook will have the resources to hire a copywriter, meaning you might have to learn how to write a great headline yourself. There are plenty of places to help you out, but here are some common headlines you can use as a template for your own pages.
Discover the Secret to…
3 Tips That Help You…
5 Quick Steps to…
Get A Free…
Copyblogger is a great place to learn everything you need to know about copy and headlines. I love Copyblogger! They do a great job of explaining how to write magnetic headlines.
Why should I test headlines?
Because you never know what is going to work.
It’s as simple as that. Every skilled marketer I know tests everything within an inch of its life. Seriously. Test your landing pages (Google Website Optimizer or Visual Website Optimizer). Test your images (by uploading duplicate ads and only changing the image). Test your headlines (using the Bit.ly Method – see below).
With all kinds of marketing, it’s very important to test everything you can. Tiny little changes can make all the difference: the image, the colors, the headline, the targeting, etc. While everyone knows this, not everyone does it. Testing your headlines will show you exactly what is happening: how many people are staying on your site, how many leave immediately, and how many are converting.
The Bit.ly Method by Jen Sheahan
One cool thing I like to do for testing headlines is to set up a tracking link (Bit.ly, or something similar) for each headline I want to test. Then, I create a “Tweet” (Twitter) using the headline, and a Bit.ly tracking link to a blog post. I do this about three or four times, testing various headlines and set them all up in Hootsuite to be delivered over a period of time. A few days later, I log into Bit.ly and see how many clicks each Tweet received. Usually, there is a clear winner. One headline will grab people’s attention and make them click the link. I’ve found a winner!!
I then return to my blog, and change the title of the blog post (or the headline of my ad) to be the winning Tweet.
You can do the exact same thing with Facebook ads headlines. Simply create different tracking links to the same landing page. Use one link for each ad headline, and let it loose. Using this method, you will see which ad drives the most traffic.