It takes someone 100 milliseconds to make up their mind about something. Your brand has as much time as a hummingbird flaps its wings to sell yourself to a potential customer. That is, to say the least, intimidating. Thanks to social media brands have less time to recover should they make an initial misstep. We now live in an overly judgemental society, and it is crucial for anyone approaching digital marketing to do so with professionalism. For marketers, this includes  converting potential customers into brand ambassadors.

The first step in customer conversion is the most obvious, but often overlooked, factor in advertising: the landing page.

Facebook advertising is one of the most powerful tools in the digital marketers arsenal. It allows us to target upwards to one billion people throughout the world segmented into a range of demographics including age, gender, interest, political affiliation, browsing history, location and much, much more. Not only that but you can easily change your advert at the click of a button if you feel you’re not reaching your core audience.

A globally connected and segmentable audience is something that marketers only dreamed of a few years ago, but today is a reality. But the massive, expertly curated audience is not the only advantage of Facebook ads, the options are limitless. With Facebook ads, you can convince someone to download your application, review your video, attend your event, visit your website, sell products and get people to claim a special offer.

Facebook advertising is an art in and of itself. You need to ensure your copy is engaging; your picture adheres to the stringent rules of Facebook and that your audience will see your ad.

All of these regulations and details make Facebook advertising a truly difficult task.

However, as soon as someone clicks your advert your work is just beginning. It is why it’s important to direct your customers to a clear, concise landing page where they can shop, browse and buy at their pleasure.

The landing page is one of the most important elements of an advertising strategy. Its importance lies in the fact that your potential customer has already clicked on your advert. They’ve already made a conscious decision to find out more about your offerings. If your ad directs them to a mess of a website or a bland Facebook page, then they’re going to click ‘close’. They won’t give it a second of hesitation.

But, if you take them to a well-designed website or landing page they’ll be encouraged to find out more.

An example from my work is how one of my clients was running Facebook ads in order to boost the number of appointments to their hairdressing salon. They found that they were getting a fairly lacklustre follow-through despite the fact that people were clicking on their ads. I took one look at it and told them exactly what their problem was: the ad was simply directing them to the Facebook page. Very quickly, I whipped them up a landing tab and installed it onto their Facebook page (they don’t have a website) and they instantly had a substantial increase in bookings. The landing tab was very simple and included a phone number, contact form and map of the salon. Once people had decided to click  the ad, they were taken straight to a page where they could call up and book an appointment. The landing page limited the obstacles between wanting to make a purchase and clicking ‘buy’.

A landing page is simply one element in an advertising and marketing campaign, but it’s a truly important one. It is what can separate the difference between a customer making a purchase or simply walking away. Remember, you only have as long as a hummingbird flaps their wings to make an impression: use your time wisely.