Tips for developing and optimising your marketing campaign
People spend hours online searching, clicking and absorbing content page by page. Their paths can lead anywhere, but if they are searching for information on your company’s products and services, a landing page is an invaluable resource. A landing page can take the form of a web page that a customer sees after clicking through from a search result, an email, a web banner or any other piece of on or offline marketing. A landing page is also a direct link between your customers and your business, providing your key content, key messages and contact information.
Landing pages or ‘campaign marketing’ is designed to coordinate with and reflect the search results and links that drove the customer to the page in the first place. Therefore, landing pages should contain relevant information to encourage, inform and ultimately sell your product. In order to achieve this, the landing page needs to be optimised so it reflects your company’s brand throughout and enhances the visitor’s experience. It should also stimulate action on the part of your customers either through a sale or lead generation.
An effective way to achieve this is to create several different versions of the landing page and test them by swapping content, information, text or images and measuring how effective each of these are in engaging with customers. This measurement can be done via simple analytics on click rates, but can also be done by tracing the origin of your leads through landing page itself or by asking customers directly. As part of the optimisation process you will need to decide if your landing page will be made visible by search engines, if so; your page will require it to be optimised for ‘Search.’
Once you have found one version that works well, ensure your branding is consistent throughout your other marketing efforts. There are several elements you can consider during this process to create effective optimisation. Creating a bespoke URL for example is one way to tailor your messages to specific audiences. Keeping the design simple is also important as too much unnecessary “flash” can distract rather than attract your customers. More importantly, ensuring your page either has a mobile version or can be comfortably viewed from a mobile phone is also crucial. More and more customers are surfing the web through smartphones, so not delivering your content in this method is missing a beat.
An optimised landing page is just a first step. By taking a holistic approach to all your marketing efforts, not just online, you will create a cycle of lead generation that will be truly useful and will generate the results that can support and grow your business.
