Dana Sullivan Kilroy is a communications professional with more than 20 years of experience delivering compelling content. Her work has appeared in national, award-winning publications and sites, including: The New York Times, The Los Angeles Times, The Wall Street Journal, USA Today, and Fast Company, Inc.
Do you know the definition of a landing page? Technically, landing pages are any web page that visitors can “land” on. However, when you look at landing pages from a marketing perspective, the definition is slightly different. For marketers, a landing page is usually a stand-alone web page that is separate from a business’s website, and it’s designed for one single purpose.The purpose is to get your visitors’ attention and then get them to convert. A conversion does not always need to be a sale.
Sometimes a conversion consists of capturing an email address in exchange for access to a resource, a webinar, an appointment, a newsletter or a free trial.This is where landing pages and marketing campaigns cross paths.
At ShortStack.com we’ve started seeing a variety of businesses building their marketing campaigns and promotions as landing pages.
They’re published as stand-alone web pages that are designed to fit with their brand’s marketing but are focused on meeting the specific goal for that brand’s campaign. We also see businesses using ShortStack.com to build landing pages for their Facebook ads.
Here are 5 Things to Remember When Building Landing Pages
1. Determine Your Goals: The first step in any marketing campaign is to determine your goals. This is so your landing page can focus on meeting that goal.
Here are some common goals we see among ShortStack users:
• Increase brand awareness
• Promote a new product or service
• Boost user engagement
• Gather user feedback
• Gather user content (photos, video, etc.)
• Develop brand advocates
• Convert followers into leads
• Convert followers into sales
• Grow a social media presence
2. Research best practices based on your goals: Are you running a promotion or trying to convert a customer? Will your landing page be short copy or long copy? Since landing pages refer to a variety of marketing strategies, do some research on best practices. If you’re building a landing page to convert customers, we recommend this article that discusses 4 tips to drive more conversions with your landing pages. If you’re wanting to run a more traditional marketing giveaway then spend some time looking over these 5 tips for running successful social media campaigns.
3. Customize your domain URL: When you build a Campaign with ShortStack.com, the default domain consists of a variety of numbers and letters. This can look spammy to your visitors. However, we provide the option to customize any domain and we recommend you do this to add some branding to your campaign.
4. Use ads to drive traffic to your landing page: Whether your landing page was built specifically for your online advertisement or not, you should be running ads against your landing pages. In the example below, Jon Loomer is running a landing page for some workshops he is hosting. When you go to his website, jonloomer.com you’ll find a variety of ads that link to his landing pages. He also runs Facebook ads and sponsored posts.
5. Maintain consistent branding: Even though your landing page is a standalone web page separate from your web site, it’s important to still brand your landing page to match your other marketing materials. You’ll notice that Jon Loomer’s colors consist of orange, black and white, and he uses a lot images of himself in his marketing. This remains consistent from his ads to his landing pages to his website, so there’s no question what brand you’re interacting with when you land on his page.
Example of a Landing Page
Jon Loomer is an advanced Facebook marketer who uses ShortStack.com to build landing pages to drive traffic from his Facebook Page to his website and convert his social followers into customers.
Jon’s landing pages tend to be longer copy and include strong calls-to-actions at the top and bottom of the pages. Jon uses Facebook advertising as well as advertisements on his website to drive people to his individual landing pages.
Jon also uses landing pages to promote marketing materials such as eBooks, infographics and best practices.
Here is an example of a landing page for Jon’s eBook, that is embedded into his website.
Let us know how we can help you with your next campaign!
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