Reveal -Squeeze Pages for Facebook

10thJun. × ’11

There is a relatively new twist on squeeze pages courtesy of the evolution of Facebook as a business marketing tool.  Squeeze pages, for those of us who may not be familiar with the term, are those web pages that require you to give up your email address, and sometimes other contact information, in exchange for something of value.

Squeezed baseball

Where insurance is concerned, that something of value is generally content – a ‘free’ download’ or access to something on otherwise protected web pages – white papers, top ten tips, and so forth.  I’m not a big fan of squeeze pages, though they do have their place.  But before I go into that, let me address the variation on squeeze pages, as seen on Facebook – so called, Reveal Pages.

Reveal Pages

Instead of ‘squeezing’ an email address out of you, the reveal page spin usually requires you to ‘like’ a business Facebook page before ‘revealing’ the content on the other side.  Revealed content is typically the same as found on squeeze landing pages – free PDF downloads or access to other web content.  Often, on Facebook reveal pages, the new ‘liker’ is entered into a contest of some type.  The visitor is also in more control when it comes to reveal pages, since their Facebook ‘like’ can be revoked with a one click ‘unlike’.

 

The Key to Making Squeeze Pages Work

The point of both squeeze and reveal pages is to capture contact information – leads, basically, with the traditional squeeze page, a new member of your social media community with reveal pages.  These approaches are used to gather names, phone numbers, and email addresses for further follow up.  Step one in the reveal page scenario is simply the requirement of a ‘like’.  But the reveal page can still require the visitor give up their contact info, just like on a traditional squeeze page, and reveal pages often do just that.  But often the quality of these leads gained through squeeze and reveal pages are poor – bogus phone numbers and special email addresses used just for squeeze pages, abound.

And in some cases, the perceived value of the ‘valuable information’ just isn’t there.  Insurance agency squeeze pages usually come in the form of the ‘seven secrets for saving money on your auto policy’ or some such.  The problem with these ploys is that the information used extract contact information is readily available other places on the web.  The majority of consumers, if  the ‘seven secrets’ are really of interest, will just ask Google to take them to some other website.

But my biggest issue with squeeze and reveal pages aren’t in the pages themselves, my biggest objection has to do with sometimes misplaced priorities.  Most agents don’t get enough visitors to their websites or fans for their Facebook pages.  Quality content is fundamental to solving both challenges, but that content has to be free if traffic is to be active.  So often, unless your insurance agency is in a position to produce a lot of quality content for the web, or have some really exclusive information, content is probably better off published on the web with free and with open access.

 

 

 

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