Bad news: Your Facebook business page isn’t living up to its potential.
Sure, you may have generated thousands of fans who “like” your posts and comment on them daily, but you’re probably not collecting the piece of information that 80% of marketers say forms the cornerstone of their business in 2016.
Up until now you’ve been content with generating fans and clicks, but no more. Today we’re going to show you one of the ways to start building an email list with Facebook.
With a Facebook squeeze page.
What is a squeeze page?
Before we get into what a Facebook squeeze page is, let’s first nail down the definition of a squeeze page. For that, we refer to chapter 1 of 8 in our comprehensive guide titled “What is a squeeze page?”
“A squeeze page is designed to squeeze a visitor’s email address from them by offering something valuable in return. You encourage visitors to opt-in to an email or subscriber list to collect more information about the product or service featured on the main squeeze page.”
Here’s a great example from Content Marketing Institute:
The headline leverages social proof, the sub-headline conveys the benefit of signing up, and the copy highlights the no-cost offer. Together these elements make for a compelling squeeze page.
Here’s another great example, this one from Smart Insights:
Authority badges, a free but valuable offer, bulleted copy, social proof, and testimonials make this squeeze page one that probably generates a high number of conversions.
These, however, are conventional squeeze pages. They’re not Facebook squeeze pages. So what’s the difference?
The most glaring difference is that conventional squeeze pages are hosted on your website while Facebook squeeze pages are meant to capture email addresses on Facebook.
So what does that mean for you and your fans? One very big thing.
The biggest thing you need to consider when creating a Facebook squeeze page
Most internet users have a very specific experience when it comes to squeeze pages. Usually, it goes something like this:
- The click: First these users navigate to your website somehow, via an advertisement, email, or just by directly typing in your URL in their address bar.
- The arrival: Now they’re on your site, and they’re ready to consume whatever content you promised them in your email or ad.
- The consumption: Your users start to consume the content that drove them there in the first place.
- The interruption: Your squeeze page pops up, forcing your visitors to make the decision to either convert on your offer, or click out and back to your content.
On Facebook, this process is very different for one major reason. Step number four, the interruption, is completely eliminated from the process.
When people navigate to your Facebook business page, they land, for the most part, on your timeline. Here’s what ours looks like:
See how it’s cluttered with all those different widgets and posts and other distractions? This is similar to what a prospect sees when they reach the homepage of your website.
Squeeze pages have a way of cutting off all those distractions by popping up to take over the page your prospect is on, and presenting him with an offer.
But there’s one problem when we try to transfer that experience to Facebook:
The social network doesn’t allow pop-ups.
Not only that but since 2012, you can no longer select a default landing page for your Facebook campaigns (meaning everyone who clicks to your page will always land on your timeline).
Together those translate into one very big thing for both you and your Facebooks fans.
For your fans: Not all of them are guaranteed to see your squeeze page. Instead of popping up like it would on your website, a squeeze page made for Facebook will be nested underneath one of the custom tabs below your cover photo.
For you: That means you’ll have to not only convince your fans to convert on your squeeze page, but you’ll have to get them there first. What will you name your custom tab to drive them to it?
Use a compelling title like Mari Smith has for her free Facebook ads guide:
Here’s an example of a squeeze page title that likely won’t draw Facebook users’ attention:
“Join My List.” That’s too generic — certainly not compelling enough to draw clicks to the tab.
You need to think of this custom tab name as the headline before the headline. It needs to draw people in before your squeeze page can do its job. What’s wrong with this one, and how could it be better?
There’s one major thing: The action is focused on the business and not the reader.
Of course, TopRank wants me to join their list, but what’s in it for me? To be fair, the corresponding squeeze page elaborates on that once you navigate to it. But, without a compelling custom tab name, chances are people won’t even get that far.
Emphasize what your fans stand to gain by clicking through, the way Mari Smith did with her title “FREE Facebook Ads Guide!”
Let’s take a look at some actual Facebook squeeze pages now to give you an idea of what works, and what doesn’t on the social network.
Facebook squeeze page examples
What they did well:
- This short form only requires email (as indicated by the red star).
- The CTA button actually resembles a button.
- The logo in the upper left aligns this page with the Top Rank Marketing brand.
- The fine print below the form reminds visitors that they are submitting their information to Top Rank Marketing, and not some other third-party advertiser. It also lets people know that they can revoke TRM’s permission to send them email at any time.
What could be tested:
- The headline is “me” focused. The sub-headline conveys a benefit, but it should swap places with the original headline. Why? The most important information on your page should be highlighted in big, bold letters. What’s more important than telling visitors how they’re going to benefit from your offer? Maybe a combination would work best: “Sign up to get the latest digital marketing news and offers from TopRank Marketing.”
- The offer itself isn’t very strong. Get “news” and “offers”? I can get those anywhere. Why specifically do I want TopRank’s? Because they’ll send me discounts? Or maybe exclusive digital marketing templates or ebooks? What am I signing up to get here?
What they did well:
- Concise copy offers a benefit of signing up.
- The text “occasional emails” implies that your inbox won’t be inundated by endless spam should you choose to submit your name and email here.
What could be tested:
- Brand mismatch causes confusion on this squeeze page. I arrived here after clicking through on Mack Web’s Facebook page. So why am I now being shown a squeeze page from a brand called “Genuinely”? A further examination of their timeline explains.
As it turns out, Mack Web went through a rebranding earlier this year. They’re now known as “Genuinely.” But, then why hasn’t this Facebook page been redesigned to reflect that rebranding? The only thing that’s been rebranded is this squeeze page. And that makes for some serious confusion.
I was only able to figure out why the squeeze page was stamped with Genuinely’s logo after retracing my steps to Mack Web’s timeline to find their rebranding announcement.
You know who’s not going to go through the trouble to do that? Anyone who’s not writing an article on Facebook squeeze pages.
- The offer is vague and full of buzzwords. “Techniques for crafting a cross-channel experience around your purpose”? Why not “We’ll teach you how to build a strong brand using email, social media, SEO, and other high-ROI marketing channels”? Surely that’s more easily understood.
- The CTA button color doesn’t command attention at all. Everything on this page is gray.
What they did well:
- The image is a picture of what you’ll receive when you submit your information.
- The text “FREE GIFT” implies that by signing up, the prospect will receive something for no cost.
- The company name in the bottom right corner reinforces the company’s brand.
What could be tested:
- “Submit” is about as generic as CTA’s get. Instead, why not “Send My Gift”?
- A vague offer makes prospects think, “Free gifts are great, but what is this? A book? A CD? What will I learn from it? Why do I want it? What’s it about?
Now that we’ve looked at a few let’s try to pull from the best and the worst to figure out how to make a compelling Facebook squeeze page.
How to create a squeeze page for Facebook
For your fans to willingly give up their email addresses, they have to feel like they’re getting something valuable in return. That’s why every successful squeeze page starts with a great offer.
Brian Dean of Backlinko suggests you make yours specific, and tailor it to a highly targeted audience:
“Unless someone is starving for information, they’re not going to give you their email address.
In my case, I knew that my target audience (entrepreneurs, professional SEOs, and bloggers) were fed up with vague nonsense like ‘write great content’.
My audience wanted to get their hands on actionable information that they could leverage for higher rankings.
That’s why I made the topic of my Social Squeeze Page (SSP) a real-life case study…
Bottom line: Choose an in-demand topic that your audience has trouble finding reliable information on.”
While the social squeeze page Brian’s referring to is different than the type we’re discussing, the principle remains the same. The more valuable your offer, the more likely your fans will convert.
Affiliate marketing expert Glenn Allsopp of ViperChill seems to agree. In a case study of a squeeze page that converted at 64%, he had this to say:
“Give something away so valuable, that people want you to email them. For my side project, I thought it would be a good idea to regularly email people with profitable niches I discover. I simply don’t have time to build sites in every industry I come across, so I thought that I may as well give the ideas away.”
Today we were confronted with a similar, highly specific offer on one of Glenn’s new squeeze pages:
See how “profitable niches” and “800+ expired domains with backlinks” are highly specific and targeted to Glen’s audience?
These are the kinds of offers that convince people to hand over their email addresses, not ones promising to deliver “news.”
That being said, you’ll need more than a great offer to persuade them to click your call-to-action. How you present that offer is just as important. Here are a few more ingredients that blend together to make a compelling squeeze page:
1. Benefit-oriented headline
What will your prospects get from this offer?
2. Authority badges
Where have you been featured? Prominent publications like Forbes? Entrepreneur? Who have you worked with? Big brands like Land Rover? Make it known.
3. Social proof
How many people have claimed this offer before?
4. Concise copy
Briefly explain in as few words as possible why your prospects should convert. What are some of the other benefits not expressed in your headline?
5. Justification for their email
This is important. For your prospects to give away your email, they’ll want to know you’ll need it to deliver your offer.
For example, you don’t need their email address to let them download an ebook. You’re simply holding it for ransom — that ransom being their email address. But, if instead of “Download my ebook” you rephrased your CTA to “Send My Ebook,” and sent them that ebook instead of directing them to a download page, you’re now justifying your need for their email. Use a phrase like “Where should we send your ______?” to convince them you need their address.
6. A strong call-to-action
Too many people, as seen in the three Facebook squeeze pages above, use cookie-cutter CTA’s like “Subscribe to List,” “Join Email List,” and “Submit.”
These are not only unremarkable, but the idea of a traditional “call-to-action” is counter-intuitive, as D Bnonn Tennant explains in a blog post titled “These 5 Squeeze Page Tricks Have Helped Me Get Up To 58.6% Opt-In Rates“:
“The trouble is, that’s backwards. Prospects want to know what they get, not what they have to do. Rather than calling our prospects to action, we should be giving them the payoff we’ve promised. We should be emphasizing what you will do for them, not what they must do to get it.”
Look at Glenn’s CTA above. The emphasis is put on what the prospect will get from clicking, not what they have to do to claim the offer. “Send Me Domains” is specific to the offer, and it’s written in the first person.
That’s how you craft a great CTA.
Create your first Facebook squeeze page with Instapage
Step 2: Click the blue button labeled “Create New Page,” then decide whether you want to…
- Upload a .instapage file you’ve already been working on
- Scan one of your own squeeze pages into our system
- Start fresh with one of our expert templates. (Most of the time our users start with a blank slate, so that’s where we’ll start.)
Step 3: Click the box “Lead generation” and sort through templates until you find one you want to use. All our lead generation templates already include forms that will capture your prospects’ email addresses.
Step 4: Design your page using the ingredients we named above. Click anywhere to edit text, double-click your form to alter its fields and CTA button, import images, and resize by dragging nearly anything.
Here’s a mock squeeze page we created for a discount travel company:
Step 5: Once you’ve finished creating your page, make sure the mobile version of your site is enabled. This is important. If it’s not, you won’t be able to publish your page to Facebook.
Head up to the top toolbar and hover over the “Desktop | Mobile” toggle in the upper left. Now you should see a small drop-down appear that will allow you to turn the mobile version of your page on.
When that drop-down appears, you’ll see a switch, which will be gray (meaning mobile is disabled). Click it to turn it on. When it’s green, mobile is enabled.
Step 6: Preview your squeeze page to make sure it looks good on mobile by clicking the “Preview” button in the upper-right, then switching to “Mobile” by selecting it from the toggle above.
Step 7: Now that your page is ready to go, click the “Publish” button and select “Facebook” from your list of options.
Step 8: Next, from the drop-down that appears, select the Facebook page you want to publish to. Once you do, you’ll be given a link where you can see your new Facebook squeeze page. Here’s ours:
Now it’s time to make sure your Facebook fans get to your page. Watch this brief video to learn how to position your new page where they can see it, and how to change your custom tab name to something more compelling:
It’s that simple!
Collecting email addresses on Facebook is easy when you use Instapage to squeeze them out of your fans. Start creating your first one with one of our 200+ expert landing page templates and download this free guide.