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10 Reasons Your Business Should Have a Custom Facebook Landing Page

If your business is on Facebook, adding a custom landing page can have a big impact on your presence there. A custom landing page can help drive web traffic, add value to your online marketing efforts and increase sales.

If you’re considering the types of benefits a custom landing page can create, this post will help make up your mind.

A custom Facebook landing page can:

1. HIGHLIGHT A CALL TO ACTION.

One of the biggest points about your landing page should be to direct your audience to do something, whether its signing up for your newsletter, downloading a coupon or requesting a free sample. You can use a custom landing page as a way to extend the reach of your lead generating efforts.

2. DRIVE INTEREST IN CURRENT PROMOTIONS, EVENTS AND PRODUCTS.

A landing page can be a great flexible feature area for your web presence. You can generate a buzz around new products there or break news about sales and promotions. Heck, you might even want to test out breaking new information there first to see if it helps grow your network.

3. DO SOMETHING DIFFERENT.

There are several touted best practices for a Facebook landing page, and several companies that are heralded as having some of the best ones out there. Unfortunately, this spurns a lot of copycats. Try to take cues from what you see as a best practice and add your own dose of originality.

4. PERSONALIZE YOUR COMPANY IN AN IMPERSONAL WORLD.

Facebook profiles without customization can be bland and formulaic. A well-designed landing page will help your page stand out in a land of static templates. A thought out landing page can also help you personally connect to your audience and further brand your platform. Be careful not to simply recreate your web design. Remember, your customers are there to get something unique.

5. WELCOME VISITORS TO YOUR PAGE.

On Facebook, new fan pages and groups pop up every day. There can be confusion as to whether or not you are on the “official” page of the brand, celebrity or organization you are searching for. A landing page will lend credibility to your platform and reassure your audience they are in the right place. And it’s a pretty cool welcome mat, too.

6. DETERMINE ROI WITH IFRAMED LANDING PAGE TABS.

We’ve got news for your accounting department — you can now determine whether or not your Facebook page is directly leading to sales. Several socially savvy companies have caught on to this. JCPenny, Delta and Threadless all have shopping carts iFramed into their Facebook pages. Whether you’re booking public storage spaces or selling software, your Facebook page can act as another direct sales channel.

7. HIGHLIGHT SPECIAL OFFERS FOR “LIKING” YOUR PAGE.

Once you actually get someone to your Facebook page, there’s no guarantee you’re going to get them to actually click that “Like” button. Use a landing page to give them that incentive. Think about special discounts, coupons or other rewards you can give to your network to thank them for their loyalty.

8. DRAW ATTENTION TO YOUR “LIKE” BUTTON.

Let me peface this by saying that I’ve never had a problem locating a “Like” button on a business page. However, there are still valid reasons to embed them in a landing page. Mobile devices, like smart phones and tablets, are quickly evolving into the primary tools people use to access the Internet. It’s now much more difficult to gauge what will appear above and below the fold. Strategically embedding a “Like” button in another spot may make it more likely a visitor will follow your call to action. But don’t go overboard.

9. SHOWCASE YOUR CREATIVITY OR HUMOR WITH UNIQUE CONTENT.

A landing page is a place where companies can step outside of their stilted corporate persona and connect with an audience from one human to another. Think of something “off the wall” (Oh, no I didn’t. Yes, I did.) to display the personalities within your organization. Humor is a no brainer. Taco Bell (another company that is mentioned frequently in social media marketing) currently uses its landing page as a Superhero video comic strip. This is the kind of unique value customers are seeking when they become a part of your network.

10. CALL ATTENTION TO YOUR VALUE PROPOSITIONS.

By now, your brand has established its value propositions. Without duplicating your website content, use the landing page as a flexible channel to bring attention to the benefits your company offers. One thing to note when you do this however is to not be overly promotional. Eyes will glaze. Back buttons will be clicked.

Source: Sexysocialmedia.com

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Why Mobile Holds the Key to the Future

2678_iphone-apps_medium

Just like the e-commerce and blog sceptics before them, those who doubt the importance of m-commerce and mobile marketing will be exposed as short-sighted

Contrary to popular belief, mobile is not just a new medium that will win attention. Instead, it represents a continued trust in a brand and its values which translate to a new channel for marketing and commerce. And as more consumers transfer their online shopping habits to mobile devices, this means the biggest beneficiaries will be those luxury brands which consumers trust across all channels – mobile included.

“Affluent and wealthy consumers are embracing mobile functionality and mobile applications,” said Milton Pedraza, CEO of the Luxury Institute in New York. “Right now they’re doing it for things that are a little mundane, but also for important things like financial services and financial information, and they have downloaded luxury brands’ apps.”

“Younger consumers have downloaded more than older consumers, but as devices get easier to use and as more people buy mobile devices with better screens, I think you’ll see mobile becoming a far more important device – even more important than the PC in terms of interacting with consumers,” he said. “It’s going to become a mobile world and luxury brands need to be really prepared.”

Finding the fit

All indications point to more luxury brands starting to advertise on mobile ahead of a fully-fledged mobile commerce presence over the next couple of years.

Prestige players such as Polo Ralph Lauren and Toyota’s Lexus have made waves and moved the needle. Each has taken an early initiative in targeting consumers with mobile advertising and each by integrating interactive components.

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Neiman Marcus’s Christmas Book, Lexus advertising page on Esquire and R.L. Gang, the Ralph Lauren’s storybook for its children line

For example, Lexus placed a full-page rich-media ad in the launch edition of male lifestyle magazine __Esquire__’s iPad application. The unit prompted users to manipulate a digital graphic using their fingers to launch a 30-second video shot for the brand’s national “Drive Precision” campaign. Consumers could then find out more information about Lexus’ IS line of sedans and locate nearby dealerships to schedule an appointment.

Ralph Lauren, which was awarded 2010 Luxury Marketer of the Year, launched a shoppable storybook called “R.L. Gang” that promoted its children’s fashion line. The company placed a banner ad in The New York Times’ Editors Choice iPad application that drove awareness of, and traffic to, the initiative.

The storybook ran a plot narrated by entertainer Harry Connick Jr. that featured characters wearing Ralph Lauren items. Users could click the characters to shop the items online or on their iPads. The feature was viewed 131,000 times across channels, generating more than 100 million impressions worldwide, and drove a 250% increase in sales over the corresponding period in 2009.

Other luxury brands such as the automaker Bentley and watch manufacturer IWCShaffhausen have converted their branded magazines into interactive applications. Mercedes-Benz even integrated the iPad into its point-of-sale system, enabling dealers to conduct transactions on the showroom floor using the mobile technology.

Retail detail

Another example of a luxury brand looking to navigate the new marketing ecosystem by integrating mobile into its sales strategy is the storied US luxury department store chain Neiman Marcus.

“Even if you do have a great contact strategy, it doesn’t matter if your customer is disappointed with your lack of multichannel integration,” said Gerald Barnes, president and CEO of Neiman Marcus Direct, at the Luxury Interactive conference in New York in June. “Multichannel integration is key to prove that we’re customer-centric, 21st-century luxury retailers.”

“When you think about the customer, the customer just really expects you to get the merchandise from wherever the merchandise comes from,” he said. “You need to be able to move back and forth between your own channels.”

The retailer fully mobilized its entire product catalogue this summer, making it available on a mobile commerce site compatible with any web-enabled handheld device.

“Our strategy is to enable our customer to shop with us anywhere she wants to, any time she wants to, from any place she wants to,” said Ginger Reeder, vice president of corporate communications at Neiman Marcus. “To that end, NeimanMarcus.com is on a mobile-friendly site and we are seeing increased usage.”

“ Multichannel integration is key to prove that we’re customer-centric, 21st-century luxury retailers ”

Additionally, the brand has launched two mobile applications: NM Editions for the iPad and NM Gift for the iPhone. NM Editions creates a unified platform for viewing all of Neiman Marcus’ publications such as its annual Christmas Book that was released in early fall. Consumers can select and buy items from the catalogues within the application, which is available for free in Apple’s App Store.

The NM Gifts application lets consumers browse and buy from Neiman Marcus’ full selection of holiday gifts. It also integrates the iPhone’s accelerometer technology to create a more interactive shopping experience, letting consumers shake their devices to generate gift suggestions at random.

“When you look at the way [luxury retailers] reach and connect with consumers today, the old model where consumers are loyal to one channel of distribution has gone by the wayside,” said Pam Danziger, president of US-based firm Unity Marketing. “Marketers need to be reinforcing relationships across all channels, because that’s how consumers are shopping.”

“Neiman has done a whole lot of work in understanding this cross-channel mix and bringing the channels together into a unified marketing strategy,” she said.

Just check in

While success stories abound of luxury brands effectively tapping mobile’s potential for driving conversions, the actual development process can be tricky.

“I think the challenges are, specifically, when you first build a mobile site or application, it’s the first time you have done something,” said Christoph Oberli, vice president of e-commerce at the Mandarin Oriental. “You basically don’t know what you don’t know, and the learning experience can be a challenge.”

Mandarin Oriental had to address such concerns early in the development process for its slate of mobile properties, which includes a website and an iPhone app, as well as a forthcoming iPad app. One challenge the company faced was in understanding what its target consumers wanted out of a mobile offering.

“You really need to understand your customer if you want to build a mobile presence – and even more so because it’s such a small screen,” Oberli said. “When you’re in such close proximity to your customer, you need to really understand the customer and what it is they want to do on a mobile site and build around that. That’s a prerequisite more than a challenge.”

The Mandarin Oriental PC website has the most content and images, whereas the mobile site is a spare experience that focuses on maximizing utility and minimizing clutter by providing only relevant information for individual travellers. Meanwhile, the application includes information dedicated to bringing destinations surrounding the brand’s hotels and serves more as a travel guide than the other platforms, while also enabling bookings.

“Our mobile site was a big push first, and led to a lot of visits and a decent amount of bookings,” Oberli said. “The application was built in a later stage and was more of an engaging tool.”

“All three of our platforms – the website, the mobile site and the app – are trying to form online touch points for our customers, and have slightly different purposes,” he said. “In other words, there is some consistent content across all three platforms, then some very specific items for each platform.”

Another challenge is development.

“We’re a small company, so we don’t have in-house development teams,” Oberli said. “With virtually everything we do, we work with a third party. The beauty of that is, as a luxury brand, you need to build the absolute best. Whatever you do has to be top quality everywhere.”

“In our case, we have worked with solid partners who built apps and mobile sites before, so we could alleviate some of that danger [of inexperience],” he said.

What now?

The luxury industry, at large, faces a few challenges in terms of mobile engagement. The first is that many luxury brands are still working to understand how to execute e-commerce strategies. Marc Jacobs and Donna Karan have only launched e-commerce-enabled websites in 2010. For such brands, mobile will be a catch-up game.

What’s more, many other luxury brands are reticent to adopt mobile commerce strategies for fear that they might lose some of their prestige and mystique by making items available on a sales channel even further removed from the traditional showroom experience than e-commerce is. Consumers, however, are shopping across channels. And mobile is becoming a bigger piece of the equation.

“Mobile enables luxury brands to reach consumers at each step in the marketing funnel – awareness, trial, persuasion and loyalty,” said Mickey Alam Khan, editor in chief of Luxury Daily (1). “The consumer is already on mobile – don’t fall too far behind.”

Source: Luxurysociety.com

(1) Luxury Daily is a trade publication covering luxury marketing and retail

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Gucci’s Digital Flagship: Crafting an Intensively Attentive Online Environment

On the eve of Gucci’s 90th anniversary as a luxury retailer, the firm’s CEO, Patrizio di Marco, describes why digital innovation is more than just a matter of relevance and modernity.

2681_patriziodimarco_mediumBesides being one of the most active luxury brands in the social media space – with nearly 3.2 million Facebook fans and a host of online initiatives including the live streaming of its catwalk shows and smart phone applications – Gucci is also the first luxury brand to launch a digital flagship.

“Gucci was in fact a pioneer when it launched its US e-commerce site in 2002 and we [still] believe that new media and new technologies represent a valuable complementary communication and business channel.”

“ The digital flagship is destined to become our highest volume store in the world ”

According to Di Marco, Gucci’s new online retail destination takes advantage of the most innovative technologies available today, integrating rich content, shopping and social networking to provide the site’s monthly 2.5 million unique visitors with an aesthetic and customer-oriented experience that replicates the one customers have when immersed in one of the brand’s signature flagships stores in Rome, New York, London or Shanghai.

From a strategic perspective, Gucci’s recent aggressive foray into digital media channels is a concerted effort to drive the digital flagship to outperform all brick-and-mortar store sales.

“The digital flagship is destined to become our highest volume store in the world, and should be the final destination for any search on the net: whether you are seeking out Gucci through a search engine, or are one of our 3.2 million Facebook fans, or are one of the over 840,000 people who have downloaded our Gucci App or are one of our 32,000 Twitter followers.”

While traditional luxury marketing focused on the protected environment of exclusive networks and publications, Gucci has been at the forefront of the movement which challenges the status quo by utilizing the web to expose the brand. In September of 2010, for instance, the brand invited its fans to virtually join the womenswear fashion show and even showcased the commentary and digital content of fans on a global site alongside the show’s live stream.

“One of the reasons Gucci has been successful in reaching new customers is because of the attention we have paid to the internet… The current site operates in 17 countries in 8 different languages, while e-commerce is offered in 12 countries with over 2000 skus available online.”

The brand has also integrated social media into the heart of the online shopping experience. A live Twitter feed, an interface with the Gucci official Facebook fan page and product page link to ready-to-wear items straight off the catwalk, allows visitors to truly engage with the brand.

Di Marco, together with Frida Giannini, Gucci’s creative director, have championed social networks as an integral part of the new site, suggesting they are a natural extension of the fashion shopping experience in the real world which is often shared and enjoyed with friends as well.

With such an active role in digital media, Gucci is not only using these channels as a very direct and content-rich form of outreach to tap into a broader audience but also to uncover metrics and insight on the site’s visitors in order to become a more attentive luxury brand – something which is difficult to do with customers entering brick-and-mortar stores.

“[Digital] is allowing us to develop more personal and constant relationships with current and prospective consumers. We are also able to understand the desires and attitudes of our customers more quickly and easily through the information that is available to us, which is helping us to be more responsive. Ultimately, our aim is to offer the same values and experience to an online customer or visitor as we do in our stores.”

Source: Luxurysociety.com

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Oscar de la Renta’s CEO: “why e-commerce works & how social media serves the fashion brand’s designers & merchandisers”

When the Improbable Is Also Profitable

2680_alexbolen_mediumBecause today’s luxury goods consumers are present across numerous channels, being there for them wherever they may be is a crucial aspect of business to get right, says Alex Bolen, Oscar de la Renta’s chief executive – and the man responsible for the fashion brand’s foray into e-commerce and social media.

“Our presence online has suggested to me that consumers are very quickly adjusting their behaviour to new modes of shopping and we need to really be out at the forefront of it. We have had many surprise anecdotes from having our brand online, anything from a $50,000 chinchilla coat sale through our website to completing a sale for a bridal dress via Twitter.”

For many luxury fashion brands, e-commerce has still not yet eclipsed the performance of physical stores but a very significant consumer appetite is present.

“ Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase ”

“When we first began thinking about e-commerce three to four years ago I was very sceptical that our brand would not fare well as, at that time, we were not particularly optimized in products that don’t have size requirements. Our bread and butter product is a $4 – 5,000 cocktail dress which is very fit intensive, in fact the perfectly fitted garment is an important part of our brand and this is something that seemed to me didn’t jive well with an online shopping experience.”

“I was wrong about that. Surprisingly we have had a very good reaction to our fit intensive products online. What we found in retrospect is that customers will order two different sizes and keep one of them.”

“Our customer has taught us that there are moments where she will want to spend hours in a store shopping and there are moments where it’s a quick impulsive purchase – as a luxury brand it’s important to us that we are present wherever our customer is.”

According to Bolen, e-commerce currently drives only 10% of the luxury fashion brand but it is growing very quickly. In a relatively short period of time, he forecasts Oscardelarenta.com to become the brand’s most prolific door.

One of the ways that the brand is extending its outreach to drive customers back to the site is through social media. Oscar de la Renta has taken a very creative approach to emerging media platforms such as creating a unique online personality for the brand on Twitter called OscarPRgirl. The brand uses Twitter as a channel to provide unique insight into the world of Oscar de la Renta and to engage with entirely new audiences as well supporting the interests of existing ones.

“We want to broaden our array of services to our customers as much as possible and services include consuming content. Everyone who goes to Oscardelarenta.com is a potential shopper – maybe they are a shopper today maybe they are a shopper in six months. As a brand we need to figure out a way to engage them and we need to offer services for wherever that person may stand on the potential customer spectrum.”“As a brand, we want to augment the initiatives online started by OscarPRgirl and speak more about what we are doing by explaining what our brand is about in more than just 140 characters. This means we want to extend our communications to areas such as rich video content and audio content.”

For a luxury brand like Oscar de la Renta, social media is proving to be much more than just a PR tool but one that is feeding business insights about the brand back to the company. “For Oscar de la Renta, social media has provided us with information on what our customers think, what they need, what they want and what they expect of us. From our jewellery offerings, accessories, scarves, etc. we have made many merchandising choices [and] many design choices based on feedback we got online.”“I am a big believer that you have to listen to your customers, and the online world has given us a new way to listen to our customers and we have learned to position ourselves based on what we hear.”

Source: Luxurysociety.com

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Four Powerful Strategies For How Luxury Brands Should Use Social Media

Luxury brands have a specific challenge in using social media: the need to retain the aura of exclusivity around their brands even as they embrace the inclusive, accessible nature of social media.

Here’s the solution: luxury brands should use social media in a manner that awareness of the brand’s promise is accessible while achievement of the brand’s promise is exclusive.

Here are four powerful strategies for how luxury brands should use social media to become accessible to fans but still remain exclusive for customers –

Luxury Brands Social Media

 

The four strategies are positioned along the accessibility-exclusivity continuum

1. Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens. Examples include LMVH NownessThierre Mugler WomanityD&G SwideWyndham Resorts Women on Their WayBMW Mini Space and Rolex Awards.

2. Leverage your brand’s desirability to create sharable digital artifacts. Examples include the Godiva virtual gift shop on Facebook and Hermes ties posters on Facebook.

3. Bring together designers, artists and customers to share how they interpret your brand. Examples include Burberry Art of the TrenchMac Artist TweetsCoach Design a Tote Contest and Sheraton Resorts Better When Shared.

4. Create a private invite-only social network like A Small World to underline your brand’s exclusivity. Examples include the Generation Benz community.

For more, do read (and share) our comprehensive guide to how luxury brands should use social media to become accessible to fans but still remain exclusive for customers.

Source: Thesocialcustomer.com

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Choosing the Best Internet Marketing Tactics

With so many new Internet marketing tactics appearing regularly, options in online marketing can seem endless. That can be problematic when running an Internet marketing campaign with limited resources, because there isn’t time to dabble in everything. Instead, the best Internet marketing tactics have to be chosen, which will provide the best return on investment (ROI).

Internet marketing is a very general term, which encompasses many types of niche marketing, all which can be used effectively online. The following are examples of types of Internet marketing:

1. Search Engine Optimization (SEO) – Natural Search Engine Rankings through link-building, keyword density, and more.
2. Search Engine Marketing (SEM) – A specialty form of online advertising, where ads are purchased on search engine results pages (SERPs) for certain keywords.

3. Email Marketing – Sending ezines, newsletters, or other email correspondence, with a marketing message, special offer, or inciting a certain action.
4. Online Advertising – Purchasing banner ads, text links, sponsorships, or other forms of paid advertising online.
5. Online PR – Using press releases, blogs, and other tools to convey company news and build an image online.
6. Affiliate Marketing – Bringing in third parties to sell for the company, for a share of each sale.
7. Viral Marketing – Using tools such as viral videos, file sharing, or tell-a-friend links to take advantage of word-of-mouth marketing on the Web.

To choose the most effective Internet marketing tactics for a website or online business, follow these five steps:

1. Choose an industry or niche that has a real demand or need to be satisfied.
2. Identify members of the target market, what their needs are, and how you’ll fill them.
3. Figure out what has the most influence over members of that target market.
4. Look at what the competition is doing, and see how you can do it better.
5. Decide on your Internet marketing budget, and build an Internet marketing plan around it.

While designing your Internet marketing plan, it can help to list every Internet marketing tactic within your budget that comes to mind, as long as it can reach the target market. That list can then be narrowed down by running each Internet marketing tactic through this checklist to find the best Internet marketing tactics for your needs:

__ The Internet marketing tactic has the potential to reach the target market.
__ The Internet marketing tactic has the potential to influence the target market.
__ This general tactic has been used successfully to reach this target market’s demographic group (in this industry or a complementary one) in the past.
__ The Internet marketing tactic will help to differentiate the business from competitors.
__ The Internet marketing tactic can be implemented effectively without exceeding the marketing budget.

Source: Marketingnova.com

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