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Landing Pages: Where Your Website and Digital Marketing Intersect

With the exception of a couple of ad types, all digital ads need a “home base” – a place to direct the audience to learn more and convert. At first, it might seem logical to send your audience to your website’s homepage or a specific product page, but neither of these options is specifically designed to move users along in your sales funnel.

So how can you move your audience forward in their buyer’s journey when they interact with a digital ad?

Landing pages.

What is a landing page?

Landing pages are hosted on your website and built around specific offerings and ad campaigns for the purpose of conversion. Whether your conversion goal is to gain email addresses at the top of the sales funnel or to sell a product at the bottom of the sales funnel, landing pages are where it happens.

How do landing pages increase conversion?

  • They Address the User’s Pain Points
    Landing page content should always address your audience’s pain point. For example, if you’re selling a day planner, the pain point might be that your audience is missing appointments. Thus, a good headline for the landing page might be, “Never Miss Another Appointment.” Then, you would write a supporting sentence or two about how the planner will help the user take back their time.
  • They Direct the User to Action
    Once you’ve addressed the pain point, your audience needs to be directed to the next step: conversion. Depending on where the ad and landing page fall in your sales funnel, the conversion goal might be to fill out a form or to make a purchase.
  • They Validate Your Product or Service
    Inevitably, some members of your audience will be more skeptical than others. That’s why it is important to include validation on the landing page such as endorsements from well-known brands or testimonials from current customers.

Landing pages are the must-have tool for conversion in digital advertising campaigns. Without a landing page specific to your ad campaign, conversion rates will not be maximized. It is important to have a landing page specific to the offering that piqued the users’ interest in order to expound on the ad copy, speak directly to the audience’s pain point, and present a solution.

Are you using landing pages for conversion in your digital advertising strategy? If not, now is the time to start! Learn more about how digital advertising can work specifically for your business here.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.