Why It's Important to Discuss Landing Pages with Your Digital Marketing Company

Digital marketing has become a vital component in the development of overall marketing strategies, even for companies who operate brick and mortar businesses. Never has the need to develop an online presence been more prevalent than it is at this moment. Mobile technology has provided unlimited access to the consumer, who has now been conditioned to seek out quality and enjoyable experiences when online. When it comes to building a high-performing and successful Pay-Per-Click and SEO campaign, there is one common denominator that simply cannot be ignored — a well-designed and conceptualized landing page.

Whether a business is looking to create a PPC campaign, or they are looking to improve their SEO performance, the common goal is the same, to drive traffic to a specified location to take a specific action. What needs to be understood when contemplating the development of a PPC or SEO campaign is that your campaign should not be focused on a one-and-done mechanism. In other words, in addition to any immediate call-to-action that the user will encounter when clicking a PPC ad, one thing that should be the primary focus is lead generation. When a campaign is designed to generate leads, it produces a resource that can be tapped into repeatedly.

Defining a Landing Page
In its simplest form, a landing page is a web page that is designed specifically to capture the information of the visitor once they arrive on the page. This does not mean that there cannot be secondary call-to-action request on the page, but the one thing that should be the common focus of any PPC campaign is to build a customer list.
A good landing page will be designed to target a specific audience that will find the material, products or services being offered by the business to be relevant to their particular interests. The more specific the information on the ad and the landing page, the better it will perform. A good landing page allows a business to target a specific audience, offer them something of value, convert sales at a higher rate than campaigns that don’t use a landing page, all while capturing information of the user for future use.

Lead Generation is Paramount
Lead generation is the lifeline to revenue generation, and if a business could only afford to do one thing to improve their lead generation effort, it would be to integrate the use of a well-designed landing page on their website, or as a stand-alone page. While many companies drive their email traffic, search traffic and social media traffic to the home page on their website, which is tantamount of throwing away leads. Leads can be captured at a much higher rate on a landing page. Landing pages have proven to be the most effective and efficient ways to generate leads online, and because the users are responding to a PPC ad that displays information that they consider relevant, the bounce rate will be much lower, and they are more likely to respond positively to the call-to-action on the page.

A Positive Space for Long-term Offers
It is a common assertion by marketing experts that landing pages and marketing offers go hand in hand. Going back to lead generation, marketing offers that focus on generating leads should be gated behind a landing page in order to support the generation of leads. The landing page functions as a facilitator of a business interaction in which web users pay the business in “contact information” in order to gain access to something that they consider valuable.

Collecting Demographic Information
The great thing about lead collection programs is that they can be customized to collect a wide variety of information, depending on what the business owner deems to be necessary. It is worth noting that the more complex that the collection process is, and the more time it takes to complete it, the greater the chance that the user will opt out of leaving the information and bounce from the page. What this means is that the more complex the information collection process is, the more valuable the offer will have to be to retain the user’s attention.

Indirect Customer Engagement
While social media has proven to be one of the most effective ways for businesses to directly engage their customer base, the benefit of using landing pages for indirect customer engagement should not be underestimated. In addition to lead generation, landing pages provide the opportunity for businesses to engage their target audience, which is immensely important to the effort of building trusting relationships. Additionally, this type of engagement allows business owners to track reconversions of existing leads. Subsequently, the businesses will develop the capacity to determine which prospects are becoming more engaged with the business or not.
A good landing page will also allow a business to collect better customer intelligence, providing insight into purchasing behaviors, preferences and buying triggers.

Build Momentum for Other Marketing Channels
Any successful inbound marketing campaign depends on content generation in abundance, and landing pages can serve to subsidize the strength of a content marketing campaign. Because these pages can be shared on social media platforms, used as a part of dedicated mail blasts and use to bolster the performance of nurturing campaigns, increasing performance in organic searches.

Using a Landing Page as a Data Asset
Every marketer understands the importance of compiling data that can be used to help customize and build marketing campaigns, develop products and services and improve customer service, Every time that a business builds a landing page, they are, in essence, building an additional data asset for future marketing programs. As the business tracks and analyzes the metrics that are produced by the landing page, they are also compiling data that will help them better understand their customers, the market in general, and even their competitors.

Fortunately, there are numerous software solutions that businesses can use to help them build high-performing landing pages quickly. The key to building a good landing page is to keep it simple and to the point, while ensuring that the offer will be relevant to the target audience. Landing pages can be an immeasurable asset when properly used to subsidize other marketing efforts.

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