Are you looking for ways to get followers off of social media and onto a landing page?
The majority of creators online these days focus solely on growing their following on social media platforms. They post content, accumulate followers, receive great engagement, but…
The attention never converts.
It doesn't bleed out into a place where you own the conversation -- on your landing page. What's needed is social media funneling.
Social media funneling is taking all the followers you have built up on social media feeds and moving them down the marketing funnel to a landing page.
But here's the crazy part…
There are over 5 billion people on social media these days. There has literally never been a bigger pool to capture traffic from than social media.
So why aren't creators taking it?
Here's what we'll cover:
Why Social Media Followers ≠ Landing Page Converts
A Breakdown of The Social Media Funnel
Creator Branding Tips to Move Followers to Landing Pages
How to Optimise the Landing Page Experience
Why Social Media Followers ≠ Landing Page Converts
Having a big following is great for your brand image. But do those followers convert?
Plainly no.
Social media platforms thrive off of users endlessly scrolling through their apps. The algorithms favour engagement that keeps users on the app itself. Linking to external websites reduces your overall reach each time you post.
Plus, if you're an independent creator looking to build your personal brand. Whether you're a coach, freelancer, YouTuber or someone that creates adult content looking to drive traffic from platforms like Reddit and Twitter to your page, it doesn't matter. Driving traffic to your page from social media is difficult.
Getting eyes on your content is easy. Getting clicks to your landing page is the real challenge.
The secret is crafting your own social media funnel to filter casual followers into targeted traffic.
A Breakdown of The Social Media Funnel
How does a social media funnel work? It's simple.
As social follows hear about your brand, engage with your content, and discover more they take small actions. From seeing your profile photo to clicking on your bio link, it's a step-by-step process.
Think of a funnel. People enter at the top. Something catches their attention and draws them in. As potential customers make their way down, the sales nurture continues until they…
Jump!
They leave the funnel by taking some kind of action on your landing page. Whether that's a sale, email submission, phone call or something else.
Let's break down that journey.
Top of funnel -- Awareness. Users see a brand for the first time and become aware it exists.
Middle of funnel -- Engagement. Users interact with content by commenting, sharing and saving.
Bottom of funnel -- Conversion. Users take action on a landing page.
Notice something missing? For every creator out there posting on Instagram, Facebook, Twitter and TikTok they are only generating top-of-funnel attention.
Unless you create a tailored strategy to funnel followers down, social media attention fades fast.
Creator Branding Tips to Move Followers to Landing Pages
Alright! Let's get into some actual tactics you can use today to start moving followers from social platforms to your landing page.
Consistent Branding Builds Trust
Have you ever come across an Instagram profile and thought to yourself "this page looks professional".
Every image posted is perfectly edited. Stories have branded filters. The bio is on-point.
Your social profiles are how most people will get their first glance at your brand. When everything matches up and looks professional, followers are more likely to click.
Give your brand images a colour scheme. Maybe a consistent font that is used in every post and overlay.
Your followers should recognize who you are instantly whenever they find one of your profiles.
Create Content That Teases Extra Value
Sharing a valuable piece of content on social media is great. But what if you could entice your followers to click your bio link for more?
Many creators make the mistake of posting valuable content and hoping it will drive clicks.
Instead, flip the script. Use your social media content to give away 80% of the information.
Tease them with "the full guide is on my landing page."
Create curiosity with your content and followers will become interested to learn more. Just make sure when they do click, they aren't disappointed.
Optimise Your Bio and Links
A common misconception with creator branding is that your bio doesn't matter.
Wrong.
Your bio is prime real estate. Most social apps allow you one link in your bio. That link better send followers to something awesome.
Your bio should do three things:
Clearly state value -- "Get my free Coaching Guide" or something along those lines.
Show some type of social proof -- Have you landed any clients? Write about results! Do you have credentials? Display them.
Include your call-to-action (CTA) -- Don't be afraid to ask followers to click your link.
Utilise a link-in-bio tool to send followers to a landing page with multiple options. Keep it simple, they don't need to navigate your entire menu.
Use Social Stories and DMs
Think about the last time you used Instagram stories. You watched one, swiped up on a link if there was one, and moved onto the next.
Instagram stories are a great way to distribute content that can drive clicks to your landing page. Add a link sticker at the bottom and boom.
Ready for a hack that most creators don't use?
Send people to your landing page in DMs.
Here's the playbook:
Ask your followers to DM you a specific keyword. For example, "lion".
When they do create a DM thanking them and attach your landing page link as a media attachment.
You've just humanized your brand with a personalized touch, and increased the likelihood of your follower clicking your landing page link.
Run Micro-Campaigns With Strong CTAs
While you should strive to make each piece of content you post valuable, try running mini-campaigns that all funnel down to the same landing page.
An example could look something like this.
Monday -- Post a helpful carousel on Instagram.
Wednesday -- Share a story on Instagram about your behind the scenes process.
Friday -- Go live and speak to your followers about your content and redirect them to your landing page.
By creating mini-campaigns that all point back to your landing page, you are creeping up on your followers. They see your link on Monday, they see it again on Wednesday.
By the time Friday rolls around, chances are they've been primed to click that link for a while.
How to Optimise the Landing Page Experience
Social media funneling isn't complete until you hit that landing page. You've done your due diligence by creating a trustworthy brand and optimising your social profiles to drive followers to your link. Don't ruin it with a poor landing page experience.
Keep these tips in mind when creating your landing page or check out this handy guide on creating high converting landing pages.
Did you know that landing page copy written at a lower reading level converts better? The data shows that landing pages with content at a grade 5 reading level converted 11% compared to pages with content at a college grade level that converted just 5%.
Keep things simple!
Your landing page needs a catchy headline, a single call to action, loads of social proof, and should load quickly on mobile devices.
Remove clutter that's unnecessary. Do you really need that navbar? Sidebars? Live chat? Keep it simple and pump those conversions.
Wrapping Up
Having lots of followers on social media is great for your brand. But when that traffic doesn't convert, it's worthless.
Social media funneling is taking that interest you've already created and channeling it to your landing page.
If you can master funneling followers off of social platforms, you will never have to worry about your social media traffic again.
The steps you should take are as follows.
Create a standout brand others will trust.
Tease your social followers with valuable content.
Optimise your bio to send social followers to a landing page.
Use stories and DMs to personalise your brand.
Make sure your landing page actually converts.
Most creators spend all their time focusing on getting followers, spend some time focussing on what to do once you have them.