Using Landing Pages in Your Marketing Strategy

Using Landing Pages in Your Marketing Strategy

In order to fine-tune your marketing strategy, you need measurable metrics to analyze all along the way. Unfortunately, if all your campaigns simply send your leads to your homepage, then you cannot see what works and what doesn’t.

Instead, you need to utilize landing pages as an indispensable part of your marketing strategy. Create dedicated landing pages for every single campaign you run. Only then can you review meaningful metrics and dial in your marketing efforts to match the needs and preferences of your target audience.

Ready to get started on using landing pages in your marketing strategy? Here’s what you need to know.

Use Emails, Ads, and Lead Magnets to Drive Customer Interest

Your marketing campaigns have to start with an element that drives interest in your brand, like an email series, paid ad, or lead magnet offer. You’ll need to reflect on your target audience to see what resonates with them best before deciding how to get their attention. If you’re not sure, you could always try several different techniques and use your landing pages to measure the success of each campaign.

Create a Landing Page for Every Campaign

To get the metrics you need to measure the success of your marketing campaigns, create a dedicated landing page for each paid ad, email series, or lead magnet offer. The landing page should have a laser-sharp focus on the action you want your customer to take while engaging with the campaign. The layout and content should lead them to fill out a form, make a purchase, or otherwise directly engage with your company.

Track Success of Ads + Landing Page Copy

As you roll out each campaign, keep a close eye on the metrics to gauge the success of your marketing efforts, such as:

  • Landing page views
  • Page bounce rate
  • Time on page
  • Conversion rate

You can view all these metrics through your Google Analytics account, and then record the data for each month. As time goes on, identify which marketing campaigns and landing pages scored the most wins. Then, copy the formula used for those to generate even more interest in your brand and hit all your goals.

Use A/B Testing to Improve Your Landing Pages

If you’d like to fine-tune your efforts even more, consider doing A/B testing between two landing page designs. As you do that, you’ll get to see what resonates most with your target audience, giving you the chance to zero in on their preferences even more. Over time, you’ll land on the winning formula for your brand, which will make it easier to hit the bullseye with every campaign you run.

Need Help Rolling Out Campaigns with Dedicated Landing Pages?

If you’d like to get started in linking all your marketing campaigns to well-designed landing pages, simply partner with our team at CleverLight Media. We will professionally design all your landing pages to best support the user experience, helping you meet all your marketing goals. Contact us today to discuss your project and get a quote.

About the author

Lindsey is a senior project manager and content strategist at CleverLight. She leads our clients through the web design, development, and content marketing processes with excellent communication and time management skills. Since joining the team in 2020, she has become an integral part of the day-to-day operations at CleverLight.

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