We have found landing page marketing to be an effective tool to complement marketing a complete website. Through the use of Search Engine Marketing – Pay-Per-Click campaigns, a landing page allows us to drive visitors toward a specific service or item our client is looking to market.
What is a landing page?
A
landing page is a one page website with specific content used to focus visitors on only the information you would like them to see at the point of time during the visit.
What are the advantages and disadvantages to landing page marketing?
We have found landing page marketing to have the following advantages:
Creation of opt-in forms that allow users to quickly submit their preferences and qualifying lead information the marketer desires.
Visitors are drawn into a targeted marketing pitch based on the advertisement that drew the search visitor into your landing page.
Landing pages allows visitors to see the message an advertiser intended for them to see and not to get lost in the content and layout of a website looking for the information they originally requested.
Strong opportunity for marketing a particular service as an interested user has landed on a particular landing page.
Teaser essence of content allows marketers to pique landing page visitor interest and follow-up once the advertiser’s requested information is submitted.
Attention is quickly retained and focused on the message the marketer would like the website visitor to see and understand about the company services – and respond to a call to action.
Website content is limited in content to one page and a thank you page to allow for limited user navigation and focused interest.
We have found landing page marketing to have the following disadvantages:
Information seekers or researchers on a website may not find what they are looking for based on the limited content of a landing page.
Users of a website are limited to the exposure of information about a particular brand or item.
Landing page marketing is very effective for lead generation which becomes a core variable of new business generation. A landing page should be combined with efforts of Sponsored Search Marketing (Pay-per-click, PPC, or Cost-per-click, CPC) campaigns or controlled forms of search marketing which are most often paid for on a click basis.
We suggest creating landing page strategies around particular services or messages you would like to get out to web visitors.
Zach Hoffman is the founder and CEO of Search Engine Operator –
SEO.cc. Zach’s love for fast paced culture and growing business markets has kept him a South Floridian – often traveling to NYC to service business relationships.
