How to Make A Marketing Campaign Using Landing Pages?
The variety of communication channels and different forms of promotion available on the internet can give you a headache, even with professional experience. Unfortunately, there is no golden method to guarantee the success of your marketing campaign. But you can still prepare for it. Read about 6 steps that will increase your chances for success.
Create a Marketing Persona
In the modern marketing landscape, personalized advertising and marketing mean everything. That’s why creating a marketing persona is mandatory. A persona is an image of the perfect customer. If your customers are to take up your offer, you have to know and understand them. That’s why you need a persona – a representation, that will be the target for your marketing communication.
If you know the recipient of the communication, you can easily create content that will convince them to make a purchase. While making a persona it’s worth checking the tools that you use on a daily basis, like Facebook, Google Analytics or Google AdWords. There you will find a lot of useful information that will help you make a marketing persona.
Setting Your Goals
Every campaign needs goals. If you haven’t prepared them, use the SMART method. It increases your chances for success.
SMART is an acronym describing 5 features that your target needs to have in order to be achievable.
This target has to be:
When choosing a target, decide what is most important for your business. You can, for example, make an assumption that in a 14-day campaign you want to create 100 new leads and gain 10 new customers.
Choosing Communication Channels
You created your perfect customer, so it’s time to choose optimal marketing channels for you to realize your business goals. In most cases, you will choose between advertisement options offered by Google or Facebook. Chances for new leads will increase regardless of the placement if the advertisement itself is:
- Published at the right time
- Has a strong message
- Designed to reach the right people
Before you choose the right advertising solution, remember that one does not exclude the other. In most cases, you can use both methods simultaneously and both will be effective. There are situations, however, in which one will perform better. That’s why choosing between Facebook Ads and Google AdWords demands that you know what you’re selling and who you’re selling it to. Answering these two questions will allow you to choose the optimal form of online promotion.
To answer these questions, use some tried and true tools: Google Analytics and Google Search Console. Thanks to them, you can know which channels generate the highest income and will be able to check what your customers type when they come to your site from the search engine’s results. This knowledge, combined with the planned campaign, will help you choose a channel that will convert more effectively.
Facebook Ads or Google Ads – Which to Choose?
If you’re launching a new product or a service, you can gain customers more easily with Facebook. Your advertisement will be not only more impressive visually, but it can also be directed to a specific target group (thanks to advanced options for targeting based on hobbies). And if your product or services are looked up by customers in specific situations, than a better choice would be Google Ads, which display in the search engine only when a user needs information on this product.
Making a Landing Page
If you haven’t used landing pages to promote your business, then it’s a good time to change it. A landing page will help you convert effectively and gain potential customers. When you direct someone to the main page of a website there is a big chance that he or she will not find what they’re looking for or will be distracted by other elements on the page. In other words, your efforts to attract someone with a message and landing him as a customer will be in vain.
It’s different for a landing page. It’s designed to attract attention and to realize your goals. Landing pages have been stripped of all the elements that can distract a customer from taking action. When making a landing page, you can use previously made landing page templates or create a new page by using our landing page builder.
Don’t forget about the 5 points of effective conduct:
Unique Value Proposition (UVP)
In what way can your product or service solve a customer’s problems? How do you differ from your competitors? If you’ve previously prepared a persona, the answers to these questions will be easy as pie.
Quoting David Ogilvy we can say, that 5x more people will read the header than the rest of the content. That’s why the one describing value will be the center point of your page.
Present your product in the context of daily usage. Make sure that graphic material on the landing page will be in sync with the offered value. That’s why the customer will not only read but also see the value that you’re offering.
A Call to Action Button (CTA)
The CTA has to be directly tied to the goal of the page. If you’re offering a download of a free e-book then this button needs to have a clear message. A good CTA button should answer the question of “What will happen if I click it?”
Language of Benefits
Point to the real needs of your customer. Show how his life can change when he or she takes up your offer. Don’t over-promise, use adjectives in a way that promotes a product more naturally.
Adding Analytics and Goal Measurement
You have goals for the campaign, now you have to take care of analytics providing information about the campaign’s effectiveness.
Google Analytics can be useful when it comes to tracking simple goals and conversions (like e-book download ratio, for example). Naturally, you can go for other tools like Piwik or Yandex Metrica – both of them can be added to your landing page.
Before running a campaign make sure that analytical tools are integrated and gather data correctly. This will allow for easy tracking of the effectiveness of a marketing campaign.
In the case of landing pages analytics is crucial because these are pages oriented strictly for conversion. Measuring each event, every user’s interaction with a page is a potential source of information allowing for optimization, improving effectiveness and conversion rate.
Campaign Start and Conversion Optimization
No matter what marketing tools and techniques you choose, remember not to focus on only one communication channel. If you have a converting Facebook channel, use its potential and inform your customers about the campaign start. It’s similar with a blog or newsletter. If you can, use these channels to get to the highest number of potential customers possible. This way you will have greater chances for your business goals to be realized.
Use Google Analytics from the beginning. That’s how you’ll know that traffic sources are responsible for the fulfillment of the goals. This way you can also turn off underperforming channels.
Tools Supporting Conversion
There are a lot of tools for conversion support that you can use on your landing page. All can be easily integrated. The most popular tools are:
- E-mail marketing software
- Direct communication software
- CRM software
E-mail Marketing Tools
Thanks to the ability for list creation and usage of automatic responders, you can easily be in touch with customers. The first conversion – the first lead from a landing page can and should generate further conversions. You can build long-lasting relations and increase loyalty. A good roadmap and clear communication strategy is the key. Check out our integrations with e-mail marketing tools.
Direct Communications Software
A lot of people will look for additional information about your offer and they will do that before filling in the form. Aside from using social proof on a landing page, you can also use communication software that will allow for phone or chat contact. You can react in real-time, responding to any additional questions right away. This is a great method for acquiring a customer.
Thanks to CRM integration, leads are automatically sent to designated salesmen, they can take it from there. We’ve already written about how to deliver quality leads.
I hope that this roadmap will bring you your first customers. Treat this blog post like a beginning for your marketing campaign. If you want to add something, share it in the comments!