One of the must-have online marketing tools is a well-designed landing page. Landing pages are essential to B2B and B2C services when marketing a product, and, when done right, can yield great results. They serve many purposes: to provide information, generate and track leads, and increase SEO status.

In this climate of heavy marketing through social media with Instagram stories, Twitter, Facebook, and others, the number of leads generated in social media platforms through the use of landing pages is rapidly increasing.

Today, businesses are challenged with the task of merging social media and marketing in hopes of making a greater impact. Here are five ways to effectively incorporate and use landing pages with your social media platforms.

Capitalize on your social media presence. The best way to draw people in (and generate leads through landing pages) is to meet them where they are. Depending on your target demographic, spread your resources across various platforms. The idea is to appear where your users may already be engaged — making it easy for them to find you, respond to your ad or social post, and then link to your landing page.

Make a clear offer on your landing page. Give potential clients and customers something to look forward to — a free consultation, a free webinar, a useful e-book. Users are more likely to give their information when they are getting something in return. This generates leads and also creates a sense of connection with the user.

A landing page is only as good as its call-to-action (CTA). When a user links to your landing page, make sure it’s clear to them who you are and what you want them to do. Make it as easy as possible to understand and respond to the CTA. Asking yourself simple questions regarding the purpose of the lead generated by the landing page will provide a clear CTA. Are you offering something? Ask your user to “download now” or “start your free trial.” Are you trying to build a relationship? Ask your user to “enter your information” or “click here to connect.”

Avoid the urge to create a busy landing page. There is no need for flashing lights and flying objects. Research shows that less is more. Make your landing page simple, clear, and bold using keywords to boost SEO rankings. Balance your format so that your page stands out, but isn’t too busy. A simple, attractive landing page will engage users and drive more traffic to your homepage.

Track and analyze the data. The data you receive will allow you to assess your marketing strengths and weaknesses, so that you can modify your campaign and better engage your users. Maybe Instagram is a more strategic platform for product/service A, while marketing on Facebook is a better option for product/service B. Analytics allows you to take in the big picture while breaking down the details.

More and more organizations are focusing on marketing campaigns that include paid ads and social media posts, with the desire for more landing page lead conversions. Using these strategic marketing tools, you could see an increase in SEO rankings and an increase in your customer base. When a simple click can yield these results, creating an effective landing page is a smart investment for your business.