As front-line digital marketers, setting up an engaging landing page for your digital advertising campaign is fundamental to drive overall ROI. It is important to connect messaging between your creative elements to your landing page.
What is a landing page? A landing page is a single paged website that takes one to after they click on a link, or for the sake of this post, an advertisement. A good landing page will be targeted to a particular stream of traffic – say from a display ad for a particular whitepaper.
Why are landing pages so critical? Too many companies send their advertising, email, or social media traffic to their homepage. This is a huge missed opportunity. When you know a stream of targeted traffic will be coming to your website, you can increase the likelihood of converting that traffic into leads by using a targeted landing page. Send your visitors to a landing page that prompts them to complete that action. You’ll see the effectiveness of your online marketing improve dramatically.