By Anna Minton
In the digital marketing world, it is essential to make a lasting impression on your audience and get your message across in an effective way. That means that not only do your ads have to be clear, purposeful, and meaningful, but the information connected to your initial ad needs to be as well. This is where the effective use of a landing page comes in.
A landing page is a separate webpage explicitly created for a marketing campaign. This page is separate from the organization’s website- and is where your audience will be directed after clicking on digital display ads, Google SEM ads, or social media ads.
While it is possible for any page to be a landing page- there is some smart strategy behind creating a separate and specific landing page for an individual advertising campaign. Typically, the homepage of an organization’s website has lots of different links and many different routes for the site visitor to take. When you create a landing page, you are able to limit the number of distractions your site visitor has, and funnel them directly to the information you want them to see.
In addition, landing pages allow you to analyze and receive information about your audience more efficiently and accurately. You are able to see exactly who clicks on your ad to reach the landing page, and see how your audience is interacting with your ads, in addition to interacting with your site content.
Unlike your regular web pages, which typically have many goals and encourage exploration, landing pages are designed with a single focus or goal. Studies have shown that having fewer links to click on increases conversions, because the process is simple, and there are fewer stopping points to distract your audience.
It’s this focus that makes landing pages the best option for increasing conversion rates. The landing page exists solely to convert, so it does not have all of the extra content that is typically on the organization's full website.
When the goal of your advertising campaign is to increase conversions, rather than just increasing impressions and brand awareness, then a landing page allows you to funnel your audience directly into a space where they can begin interacting with your brand and quickly convert.
A landing page can be connected to any piece of marketing content that has a specific call to action in mind. It can be the link connected to a search engine ad or any digital display ad, it can be connected to any social post, and it can be the link to any email marketing campaign. The key is to ensure that the landing page is connected to a specific campaign- with clear goals in mind. Landing pages can also be audience specific; you may create five landing pages for a single campaign, with the idea in mind that you will drive different subsets of the audience to the landing page that is relevant to their needs.
February 2, 2023
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