Landing

In the social media context, landing means the specific webpage, platform, or section that users reach after clicking a link, ad, button, or call-to-action (CTA) on a social media post, ad, or profile. It's the destination for all the traffic that our social media campaigns or marketing strategies have meticulously curated. And when these people arrive at this page, we want them to do something meaningful—for us or for them.

Yet, unlike our website's homepage, which serves as the digital front door for all who enter, our landing page acts as a portal that only the most dedicated and diehard fans will cross. And it must function brilliantly: The user experience must be seamless; the visuals, messaging, and promise of relevance must maintain the trust that got the user this far. Indeed, the ad that brought the user to the landing page must convert into the landing page itself, which must become whatever the user needs to momentarily sustain his or her presence on the page long enough to act before leaving it for good.

Whether the scene on offer is the easy path to a purchase, the lead form for the next great rock band, or some multimedia action that keeps the user entertained pending his or her next act, the Company's digital shingle must not appear to be a bait-and-switch. Unless the landing page has been set with a good scene on a good path toward a good act, then other companies need to find someone else for the next great marketing adventure.