Even if you have a rocking website, you may want to consider driving some targeted web traffic to a landing page instead of always to your homepage. A landing page can allow you to give a specific audience a targeted message about the product line or unique offer that they are most interested in, while generating leads, and giving you measurable results of your marketing efforts. Marketer, meet the landing page.
What Exactly is a Landing Page?
A landing page is a special page on your website that is created just for visitors referred from a targeted marketing campaign (usually digital marketing, but could be traditional) which is designed to achieve a clear marketing outcome.
Some landing pages have lots of text and few graphics, others have little text but a large eye-popping graphic. They key is to get the right people there, get the right message in front of them, and get them to to take action. Easy right?
Get People There
The first step in creating a successful marketing campaign around a landing page is to get people there with an irresistible call to action (CTA). Know where your prospects are, then get them to act thru one of many different marketing methods, such as:
- Google Ads or Facebook advertising campaign
- Banner ads or web links
- Direct mail (try to keep the URL short)
- Email newsletters & email blasts
- Social media initiatives
Give Them What Was Promised
Once they click thru to the landing page, be sure to give them what was promised on the banner ad. Some examples of enticing offers include:
- Video tutorial
- Free e-book download
- Something free, such as a 30-day trial, quote, or gift
- Admission to an event or webinar
Make It Count
If you are going to put the time and money into a outstanding marketing campaign, make it count. Keep it simple, and if it doesn’t meet your expectations, experiment with different ads, headers, offers, content, until you find the perfect mix that can provide you with valuable leads and measurement methods. A successful landing page will have:
- Simple form (only necessary fields)
- Clear, actionable header
- Concise and compelling copy that speaks to the person’s problems and how life will be better after they take action
- Easy to understand steps for what to do next
- Ability to experiment with different layouts & templates
- Measurable results & outcomes (capture leads, create sales, increase web visitors, create feedback, promote sharing)
A landing page could be what your marketing campaign is missing. If you are not getting the results you want, or are unable to measure the results, consider what a landing page can do to pull the other pieces of your campaign together.
Targeted Marketing Campaign + Landing Page = Measurable Results
Ready to Create a Landing Page?
Vivid Image has some new options for creating landing pages. Contact us today if you would like to learn more about how a landing page can make your offer stand out and create action.
