Why do you create a digital marketing campaign? To get leads, right?! Creating a digital marketing campaign takes time, effort, and creativity. BUT, it all pays off if you are able to collect leads from your target audience. Leads that build relationships with those customers, leads that turn into sales, and most importantly, leads that turn those customers into advocates.
To execute a successful campaign, you must have a landing page! It’s crucial to meeting your lead-generating goals. What exactly is a landing page? Let’s take a closer look.
What is a landing page?
A landing page is a page specifically created to direct visitors to “land” on a certain web page. This is done though a link that is used in your digital marketing efforts: social media, email, Facebook Advertising and more. Landing pages generate leads by sending interested customers to a campaign specific web page for more information and a call to action. It directs them to complete a form, take a survey, make a purchase or join an email list. Whatever the case may be.
You may be wondering, “Doesn’t my business website already do this?” A business website serves many purposes. It’s great for search engine optimization (SEO), it provides more information about your products and service, it’s a place to post news and share resources, but it is not enough.
A landing page for your campaign complements your website and provides a clear, direct path through the marketing funnel. Landing pages have specific benefits that set them apart from a page on your business website and make them an effective lead-generating and marketing tool.
What are the benefits of a landing page?
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Track Data
Landing pages allow you to track data. Analyzing this data can help you determine how well your marketing efforts are performing. Landing pages can help provide important ROI (return on investment) data. You can compare data from various campaigns and find what is proven successful with your target audience. Then use what you’ve learned to optimize your marketing efforts moving forward.
Try testing out different landing page components to see what your audience responds to. Are they more likely to take action after watching a video, or is custom graphic or infographic more effective? Do they prefer to send a quick email, give a direct call, or complete a form online? Analytics and consumer data are valuable tools for any marketing campaign.
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Provide a Call to Action
Landing pages provide concise information and a clear call to action. They are short, one page long, and to the point. Visitors feel informed, not overwhelmed. It is very clear what action you are asking them to take. Maybe it is to download a white paper, post a photo of themselves using your product, complete your online form for more information, or share a testimonial via email. A call to action is a must when it comes to the effectiveness of a digital marketing campaign.
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Support Your Business Goals
One of the main benefits of landing pages is that they directly support your business goals. Are you looking to get more customers or sign new dealers to distribute your products? Maybe you want to reach a specific niche market that is tailor-made for your new product or service. Whatever your business goals may be, landing pages benefit your business because they can be customized to the specific audience or goal you are targeting. Landing pages are unique and can evolve and grow along with your business.
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Improve Brand Awareness
When designing a landing page, it is important that the landing page style and copy are consistent with the content that links to it. The look and feel of your landing page should also be consistent with branding across multiple forms of media, including your website and other marketing materials.
Consumers are more likely to engage with a brand that they recognize. When a potential customer visits your landing page, they want to become more familiar with your business. Make it a memorable experience. Then, your brand will be top of mind when they are ready to make a purchase or are in need of a service that you provide.
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Generate Leads
Last, but certainly not least, landing pages are lead-generating machines. Landing pages play a critical role in helping your business generate leads and convert them into customers and brand supporters.
Studies show that businesses capture more leads by sending consumers to a dedicated landing pages, than they do by sending traffic to their home page.
Learn More About Landing Pages
Landing pages are direct and specific, a perfect combination for the busy world we live in, and consumers are responding. When you create your next digital marketing campaign, start with a landing page. You’ll be glad that you did!
Not sure where to start? Using Our Drag and Drop Page Builder Tool to Design a Landing Page!
Because landing pages are simple and have one goal, they’re relatively easy to design. Use our Page Builder Tool to start making yours. Create a new page,add your content, create a web form or add a button for your call to action, and you’ll have a powerful digital marketing tool in just minutes.
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