It matters where you land. Tips to marketing an effective landing page.

It Matters Where You Land. Tips to marketing an effective landing page.
by James Fowler
www.mywebsource1.com
http://mywebsource1.blogspot.com/

When creating a marketing campaign online, it is important to think strategically. In fact, think of your marketing campaign as if you were a General Eisenhower leading the troops onto the shores of Normandy during World War 2. When planning out this attack, it was very important that the landing spots be chosen with the greatest care. This same care should be taken when launching your own email or internet campaign.

When you set up your campaign - whether this be a pay-per-click, banner ad, email or newsletter promotion – you want to maximize the results of your efforts. This most likely cannot be achieved if you send them to your home page. You want to send these customers to a specific page that will help you sell your product. This page is known as a “landing page”. The landing page is a web page designed specifically for making people take a certain action that is represented in your advertisement. This could be a specific product, a form to be filled out, a free download or whatever. The purpose is to create a conversion from a person that browses the internet to becoming a buyer on your web site. This page should only be focused on what your ad wants the customer to do. Do not “junk it up” with extraneous information. A link to your main site is fine, but focus, focus, focus.
Just as any advertisement, your landing page needs to be creatively written and loaded with your keyword phrases. One thing you should consider with your landing page is to expand the offer that you represented in your ad. Make sure the person who comes to this page knows exactly what you want them to do and how to do it. Don’t hide your intentions.
You should make sure the person landing on this page knows why they are buying this product. This means listing the features and benefits of your product. If you are selling something relatively simple – such as a colored rubber wristband similar to popular “Livestrong” bands – then you really don’t have to list any benefits. Make the sale. You’ll have to judge for yourself how much detail needs to be stated. One thing to also consider is that people don’t have time to read every feature and benefit of your product. Use bullet points or anchor text to tell them about your product. Make it easy for them to skim the information and then click on a link for greater detail. Please note, this is not to say that your page should not have any information on it, just make sure the key focus is the conversion. The remaining information should be secondary.

Make sure you are delivering the goods that you promised in your ad. Nothing is more disheartening when someone is drawn to your landing page with some fantastic offer you made in a Google AdWord campaign and then you turn around and they have to jump through hoops to get what you offered. If you make the offer, follow through.

Have a stimulating header that immediately catches the reader’s eye. This should be the first thing the reader sees after clicking through to your landing page. This should repeat or reflect the advertisement that you used to get them here. Keep their interest.

When deciding upon your landing page, make sure you are aware of your target audience and that the text used relates as specifically as you can make it to those people. The page should represent the people who will come to the web page.
Value-added deals, such as free shipping or a discount can also be included to increase that conversion rate. When offering the customer an added value, it is wise to get something back for your discount. Have them give you some information about themselves so you can learn about your customers. The more you know about them, the easier it will be to customize your future ads.

Add to your reputation by citing professional organizations that you or your company belong to, awards that you may have received or testimonials that have been sent to you. People like to hear how others react to your product when making a purchase so it is good to leverage these details.

Finally, close the sell. You do this by asking the customer to purchase from you. They have shown interest by clicking on your ad, it is time to ask for what you want. Make sure the button to you shopping cart is well-recognized and easy to find. There should be no doubt in the readers mind of what you want, what they are getting, and how to get it.

Good luck in creating the content for your own landing pages. If you have any questions, please do not hesitate on contacting me at: mywebsource1@gmail.com