The digital landscape is constantly changing. Every year there are new trends to try and best practices to adopt. As marketing strategies evolve, some mainstays of traditional advertising fall by the wayside. And it looks like landing pages might be one of them. Think about it: direct mail paved the way for email, which has been steadily taken over by social media. And as user-generated content spreads across the internet, landing pages are on the decline.
The internet has grown to include webpages about anything and everything, becoming a far more cluttered landscape for advertisers to navigate. Users have access to more information than ever before, but many actually visit fewer sites, sticking to content aggregators like Facebook. Good news for Facebook, but bad for your website. Or is it? What if you could put a small part of your site right into Facebook? With Facebook Lead Ads, you can.
A Facebook Lead Ad is an interactive Facebook advertising unit that is displayed right within the Facebook Newsfeed, sandwiched in between updates from your friends. The initial ad looks like any other promoted post and includes a Call-To-Action button. But once a user clicks this button they are shown an interactive ad with a fully functioning lead capture form and business overview. Their known data is pre-filled and editable, making it easy to quickly submit the lead form with just a few clicks. The user never has to leave Facebook and they are back to browsing their friends’ photos in no time.
Essentially, Facebook allows you to create a mini landing page on their site, contained within your Facebook Lead Ad. This enables you to quickly and easily gather leads without landing pages. But are does this mean landing pages are really dead, or merely evolving with the times? Is a Facebook Lead Ad its own landing page, or does it eliminate landing pages entirely?
We like to think of Facebook Lead Ads as the next frontier in leads without landing pages. There’s no clicking required, but the opportunity remains to provide more information to the user. This hybrid model, or “landing page lite,” represents a shift in the way marketers must think about lead generation. Space is at a premium and succinct, actionable messaging is key. Long landing pages simply do not fit our social media-centric world.
While some are resistant to the idea of collecting leads without landing pages, there’s no denying it is certainly possible, and, in many cases, more profitable. By skipping the design, development and management of unique landing pages, you can create lead generation campaigns much more quickly. This valuable time-saver lowers cost per lead, saving you money as well. It’s a win-win!
Still, landing pages may be beneficial to some companies. But it’s worth testing to see if you can generate leads without landing pages and save yourself time and money through a more streamlined campaign setup.