Ion Interactive wrote a brilliant blog post on using landing pages to build interactive social media integration into the sale process. But will it work?
I must say that it is an innovative idea. Marketers have been hailing the virtues of the long tail for a long time now. I certainly believe in it. Social media, however, does not necessarily rely on the long tail, but it sounds as Ion Interactive is suggesting that the two should meet through pay per click advertising campaigns.
I do believe the playing field is ripe for the testing. Social media allows people within the same niche and with the same interests to network. Publishers who facilitate that easily for members of their target market stand a better chance of building their own reputations and drawing in business based on that. As Ion Interactive says, testing is the key. I think there is plenty of room for experimenting in this area and I highly encourage PPC advertisers to explore social media through pay per click advertising as a means of reaching their market.
Thanks for the kind nod to my post. I completely agree with you: the proof is in the testing. We’ve had some specific success including discussion threads in landing pages when promoting webinars and white papers — great way to let people of shared interest ask questions and turn a page into a dialogue. As you see other people experiment with social media in landing pages, we’d love to hear about it!