The explosion of digital advertising means an explosion of campaign-specific, dedicated landing pages too. If you stop to think about all the places you need landing pages, it quickly adds up (head spinning yet?).
ion’s top-converting LiveBall customers average over 750+ active landing experiences at any one time. Where are they using landing pages?
- Paid search campaigns. I alreaady hear you saying “duh”. For some marketers, a landing page per ad group is sufficient. For others, a landing page per ad is more appropriate. No matter the size of your PPC campaign, it’s likely you need at least 50 landing pages, if not 500, or more.
- QR codes. When mobile users scan a QR code a mobile-optimized, relevant landing experience is an absolute must.
- Email marketing. Whether for third-party emails, or emails to your own house list, it makes sense to have people who click on your emails land on specific pages to drive them deeper into your funnel.
- Mobile ads. Mobile users want (expect) mobile landing pages. Actually, if you have substantial mobile traffic, you may even want to consider mobile-optimized pages for any mobile traffic (not just mobile-specific campaigns).
- Social marketing. Twitter, FaceBook, LinkedIn—it’s just the tip of the iceberg. Visitors who engage with you on social sites expect to continue the conversation as they click, fan and follow you. This helps you put your best social foot forward, and helps with tracking & optimization as well. Plus, you can integrate social engagement into your landing experiences—allowing visitors to like, + and fan you to their heart’s content.
- Display advertising. I know, I hear another “duh” out there. Ads should go to pages that match both visually and contextully. A banner ad is a specific promise, and a generic page just won’t do. If you run a variety of creative units across a variety of campaigns, hyper-matched landing pages help ensure you are taking advantage of every hard-earned banner click.
- Direct mail, TV, Radio, etc. Yep, everything offline drives people online now. Bridge the gap for your audience by giving them landing experiences that extend your advertising and deepen visitor engagement through relevancy and distraction-free content.
Whew…when you think about all the places you are engaging web traffic to click on your messages, it equals a lot of landing pages. Yet, ‘landing pages’ aren’t a huge part of the online marketing discussion. Why is that?
