Using landing pages as part of a campaign has become quite popular because of their effectiveness as well as how fast and easy they are to set up. A landing page is any page on a website where traffic is sent specifically to prompt a single action. It is a page where visitors arrive after clicking on a special offer ad, and they are presented with…
a single choice: they either signup for the offer or leave. It is typically used to have people register for an event, signup for a newsletter, or receive an ebook. The idea, is that by promoting one action only, visitors won’t get distracted and click away leaving the page without taking the offer.
Landing pages can be a page any one page of your website, or totally separate with a different domain, depending on the purpose. If it’s for a limited time promotion, such as an event registration, or a discount coupon, it is best to use a separate landing page platform that already has it’s own built in email system that will handle the delivery of the digital incentive people signed up for (whitepaper, tickets or coupons), as well as the pertinent follow up emails related to the promotion. There are several providers in the market that specialize in landing pages, that make the process quick, and easy without any programming required.
If the landing page is going to be used for a longer term promotion, it is more cost efficient to have it within your own site, and use your own email marketing system with the properly set up auto-responders. Whether it’s hosted within your site, or in a different platform, in order to get your audience’s attention you need a grabbing headline, a concise explanation of what people will get by signing up, and a clear call to action.
A landing page is one of the components of a marketing program or campaign set to achieve a specific goal, such as grow your list of leads, increase sales, or as mentioned before, have people register for an event.
These are the components of a campaign using a landing page:
1. An advertisement to be placed in various media, both offline and online, to drive people to the landing page.
2. The landing page properly set up
3. The signup form that enters the people’s contact information on to your data base
4. The Thank You Page, people are taken to after they sign up
5. The delivery email, that has the link to the item people signed up for
6. The follow up emails
Let’s say your target audience is parents of young children. To grow your email list of local potential customers, you decide to participate in a community fair. To promote your presence at the fair you create a Facebook ad offering free balloons for kids whose parents bring a special coupon.
To get the coupon they need to sign up through your Facebook page, where after liking your page they are taken to your landing page. They sign up and automatically receive the coupon. You also set up a series of emails they will receive between the time they signup and the day of the event as reminders.
If you have thought of doing something like this for your business, but don’t have the time or inclination to set it up, we can help, even with the custom printed balloons!