By Mylena Vazquez
If your brand’s website is a house, its homepage is the facade—and there’s no question that curb appeal is a major selling point. But, like a house, there are other entrances to a brand’s website for people in the know.
In marketing, we always talk about the importance of segmentation. Your target market might include different types of people who are attracted to your brand for very different reasons. It’s important to cater to the needs of these specific groups within your target audience based on their specific needs. That’s where landing pages come in.
A perfect landing (page)
Landing pages are pages within your website that are designed for a very specific marketing purpose or campaign. They are meant to address what your particular market segment is looking for when they come to your site. They are usually more streamlined in form and content because they are designed to fulfill one goal for one target audience.
Have you ever opened your email to find a giveaway announcement from a brand you really love? Once you clicked on it, where did it take you? I can all but guarantee that it didn’t lead you to the brand’s main page, but to a page that dealt specifically with that giveaway. That link you clicked on took you to a landing page on a brand’s website. They were targeting you, the sort of person within their target audience that would be interested in entering a giveaway.
Not all pages are created equal
However, you, as an individual consumer, might have a very different interest in the brand from someone whose interest in the brand is industry-specific. For example, you could click on an email link to a landing page for the purposes of entering a giveaway. This would prompt you to fill in your information, and would thus generate a lead. Another of the brand’s target customers might click on a different link to a different landing page whose goal is to promote the sale of their latest product to someone who is a member of the industry. This would be considered a clickthrough. Both sets of customers are within the brand’s target audience, but they have very different goals and motivations. This is why brands need to create individual landing pages for their individual campaigns and other marketing efforts.
Conversions through creativity
Landing pages allow marketers to use the full force of their creativity. This is the time to capture your target audience’s attention. You have guided them to your landing page for a specific reason; think how much of a travesty it would be to lose that conversion over a boring, unengaging, and unpersuasive landing page. This is your shining moment to grab your audience’s attention and convince them to give you their information or their business. Make it fun for your customers to navigate this page. Make your intentions clear. Make them an offer they can’t refuse!
Landing pages are an incredibly effective way to direct your customers to fulfill a specific marketing objective. They provide marketers a way to focus the customer’s attention on one effort at a time and, ultimately, to drive leads and conversions. When used correctly, landing pages can be a truly unstoppable force.
How has your brand used landing pages to gain new leads or increase conversions?