The use of landing pages for offline campaigns
Transcribed from Video:
Morning, everybody. It’s Charlie here from Hutchinson Web Design. Today we are going to look at landing pages but more importantly, specific campaign landing pages for online marketing or other activities that you might be doing to generate traffic to your online presence or to your online materials.
Now a lot of people, when it comes to advertising or marketing campaigns, have got into the habit now of doing a direct mail or some sort of postcard or whatever it might be out to your customers. Everyone, as I said, has got their normal advert or whatever it might be up here and everyone is in the habit now, which is fantastic, of putting their website address at the bottom of most of the marketing activities they do whether that’s a magazine, postcard or a letter, whatever it might be. Most people now have their web address at the bottom of the marketing activities.
Now this is great because it does send traffic directly through to your website. The problem with this is that 9 times out of 10, what you are sending people to is your homepage. Now this is fantastic if it’s just general marketing materials or magazines that you might be sending out. The trouble is, if you are doing marketing or direct mail activities that revolve around a specific campaign or a specific offer, do you think that the people that are receiving that letter want to be sent to your homepage and then have to find the specific thing that they need to go through or the specific area of your page which might be about the offer that you are sending them on your adverts?
So what you’re doing is you’re just confusing the user to a certain extent. Rather than sending them direct to the page that they want to be going to, you’re sending them to the homepage which of course creates their journey longer. What you might be doing is you might be losing them along the way from the homepage to your offer or to your page which has got the information on what you’re talking about.
I guess the moral of this story is to make sure that if you’re doing any offline marketing – let’s say we’re a caravan company and we’re sending out a direct mail piece and we are offering 10 percent off all long base caravans. What we don’t want to be doing is we don’t want to be sending people to our homepage where our homepage might have a load of information about other caravans that we do, other offers, promotions, a load of text because what we’re doing is we’re forcing people that might be interested in this offer to sift through all this information.
A far better plan of attack is to send them to a specific landing page which is about 10 percent off long base caravans. Our customer then, they get this direct mail in the post. They visit the website or the webpage which is specifically about this offer so they land through here.
Now instantly, if we’ve got a big banner or a big headline at the top, they can see this and subconsciously they’re going to pick up. “Ah, 10 percent off. Yes, I’m in the right place. This relates to the offer that I’m talking about,” and you’ve got them engaged and you’ve got them interested. Basically what you’re trying to do is make sure that that user journey for your end prospect or your end client is as nice and as slick as possible
What I would probably recommend doing here is if you’re actually not doing a direct sale off the back of your campaign, have some sort of lead capture form. So that what you can do is you can make sure that you can click or you can register the people that have visited from your offer so that you can capture those details and again, you can mail them. You basically know that these people, anyone that fills in the form on this page, are definitely interested in your 10 percent off offer because they’ve seen it in the direct mail. They come through to your website and they sign up.
Basically what the main moral of this story is, is to make sure that whenever you’re doing any marketing activities, don’t always assume that you should point people to your homepage. In fact, 99 percent of the time, it’s better not to point people to your homepage but instead point them to an internal page of your website which is specifically related to the direct mail piece that you’ve sent out or the promotion and the offer that you’re talking about.
That’s it for today. Thanks for listening and we will speak to you soon
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