Generating a constant stream of website enquiries can be a difficult task, which is why dedicated campaign landing pages should be a core part of your lead generation efforts. There are a number of different elements that need to be well executed in order to create a campaign landing page that will boost the number of website enquiries.

Link Campaign Landing Pages with Your PPC Campaigns

Campaign pages alone won’t do much to boost website enquiries if no one is landing on the page. The winning strategy is to use dedicated landing pages as part of your PPC campaign, this way you can ensure that you are targeting the right users at the right time by using an AdWords campaign to promote the page for the relevant keywords.

Having a well-built landing page also ensures that your PPC campaigns are driving results because campaign pages are often the most common drop-off point in the user journey. By using a dedicated campaign landing page as part of your PPC strategy, you can generate leads using paid search in a way that will be effective and yield high-quality website enquiries.

Have a Clear Goal

The beauty of creating campaign landing pages is that you can have as many as you want (ok, there is such a thing as too many so try not to go overboard) and each one should have a singular goal. Unlike a generic page on your website, you campaign landing pages should have no distractions in the form of multiple call-to-actions, buttons, and links. It should have a clear and simple end goal – in this case: enquiries. The design of the page, copy, and call-to-action need to all work cohesively to reinforce the goal of the page. 

Write Persuasive Copy

Unlike your blogs, outreach, and even your social media content, your landing page copy isn’t here to add value for a user or encourage repeat visits, it’s here to convert. Your copy should be concise and emotive – remember people make decisions emotionally, not logically.

“Content is king” is a phrase you’ll often hear used in marketing, and with good reason. Well-crafted copy not only adds to the overall look of the page but is ultimately what will prompt a user to take action. An often missed detail when it comes to landing page content is that it should tie in with your ad copy. You want to make it clear right from the start what your offer is, so the user won’t feel mislead once they land on the page. How often have you clicked a display ad or a banner, only to be taken to a landing page that doesn’t quite match up? Mismatched copy doesn’t inspire action, and you’ll find that most users exit the page as quickly as they landed on it.

campaign landing page example

Take a look at the example above. There are a number of missed opportunities when it comes to content. The goal of your landing page is to drive enquiries, and instead of taking up the entire space above the fold with a large image, you should utilise this space by adding some enticing copy and moving the form further up the page. What you should take away from this example is that your campaign landing page needs to be fit for purpose. It’s good to have a clean design and remove any distractions, but you still need your landing page copy to persuade users to make an enquiry.

Create Compelling Call-to-Actions

I can’t emphasise enough how important it is to continually keep reinforcing the same messaging on your campaign landing pages. To persuade users to trigger a certain action your call-to-action (CTA) needs to be written and presented in a compelling manner, all the while reinforcing the same messaging as the initial ad that led the user to the page, and the page copy itself.

Optimise for Mobile

It goes without saying that your entire website design should be fast, responsive and optimised for mobile, but if you can’t quite commit to a full overhaul, you should make the optimisation of campaign landing pages your first priority. Slow-loading pages and graphics that don’t display properly are just two of the many reasons that cause mobile users to drop off before taking action, something you can easily avoid with a mobile first design. If you’ve got the resources, you should consider making a separate campaign landing page altogether for mobile devices, to ensure a good user experience that will translate into a higher number of enquiries.

mobile landing page

Optimising your campaign landing page for mobile devices isn’t just limited to the design elements. The average mobile session duration is 72 seconds so you’ll need to trim your copy to fit that timeframe. If you take a look at the example above from Human, you can see that the copy is is clear and concise, and the CTAs are specifically designed for a mobile platform. To generate enquiries, you could easily replace the two buttons with a click-to-call button and one linking to an email or an enquiry form.

Add Trust Factors and Remove Fear Factors

Campaign landing pages offer you the perfect opportunity to add trusts factors and remove perceived fear factors that might be obstacles to triggering a user action.

The most important trust factors your campaign landing page needs to include in order to boost enquiries are safety certificates, customer testimonials and a few lines about how the provided information will be used – along with a link to your privacy policy.

Perceived risk is the doubt a customer has when purchasing something – usually a high ticket item – and in this context that risk is usually how their information will be used. By adding the trust factors mentioned above, you can minimise users’ perceived risk factors, resulting in a higher number of enquiries.

Continuously Optimise

One of the biggest mistakes you can make is forgetting all about your landing pages once they’re live, then wondering why the number of website enquiries they’re generating isn’t as high as you would like. You should always treat landing pages as works in progress, continuously optimising them, and even introducing A/B testing if your budget allows.

To find out how we can help your business, take a look at our range of PPC services or get in touch with us today.

With only 25 days until 1st January 2016, its only natural for marketers to be thinking ahead into 2016. If you are anything like me, you have an excel spreadsheet filled content calendar that has taken you up to Black Friday 2016!

So from content and relationship marketing, to harvesting data goldmines and the Internet of Things, here we look at the most well-researched marketing trends for 2016.

Your marketing revolves around Content

Remaining on the throne and rightly so, the demand for quality, educational content continues to grow. If it wasn’t in 2015, then content should be priority to every business regardless of size or industry. Content is KEY to inbound marketing, whether its written or visual, as it aims to provide information to your current and potential customers. How, you might ask? It builds trust and ensures that you are seen as an industry thought leader.

This is no new trend however, and this year the Content Marketing Institute found that 88% of B2B businesses are using content marketing. Of the 88%, 78% said they increased their overall content creation since 2014.

But why? Most people think its to enhance your search ranking within search engines, but the real power lies in the overall effect it has on your brand perception.

  • According to the Roper Public Affairs, 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
  • 90% of consumers find custom content useful, while 78% percent believe that companies with custom content are therefore interested in building a good relationship with them.
  • Animoto found that 58% of customers believe companies who produce video content are more trustworthy than those who do not.
  • Animoto also found that 71% of customers claim videos leave a positive impression of a company.
  • Content marketing actually costs less than traditional outbound marketing, by a whopping 62%. This great infographic from Mashable compares the costs.

Building on relationships

Most of us already own a smart phone, and by 2016 it’s expected that over 2 billion people WORLDWIDE will own a smart phone, giving us as marketeers unprecedented access to our target audience! Introducing, relationship marketing…

The aim of this, for us as businesses, is to build a stong, loyal and long-term customer engagement rather than the quick, one-off hard sell.

Expect a pull at your heart strings as companies will and already are developing strong connections with their customers, which in turn drives word-of-mouth promotions and lead generation. Emotional marketing is where a brand use a day-to-day relatable story to entice you in and generate brand preferential attachment.

Dove had me in tears with this relatable video…

Data Goldmine

Lots of data excites me, and there is no end as to what you can infer from the interpretation of data. Companies will need to set up unique goal tracking with an emphasis on relationship metrics to ensure they are building persona profiles on its customers such as likes, dislikes and habits. This will mean a string of mass-target marketing approaches, but think  of transparency between customers and brands.

A brand that do this well, in my opinion is Coca-Cola. I can’t stomach the drink, but I love the brand and their innovative advertising strategies. The company have used this approach for decades, long before relationship marketing became an recognised industry term. Coca-Cola knows full well that they can’t market the benefits from drinking their product, because let’s face it, it’s extremely bad for you. So the company has found ways to engage and connect with its customers at an emotional level.

Below are two of my favourite campaigns from the brand – right in the feels.

The Internet of Things

Based on current marketing trends, by 2016 we will see a user adoption rate of 28% on wearable technology, which means lots more data for marketers to mine. This will become a bigger and bigger tool which we can use to engage with customers. I predict this data is going to include the most intrusive data in marketing history, with devices telling marketers everything we need to know about consumer habits.

According to research, Wearable tech will challenge us to develop an understanding of end users by the sensors, which we will start seeing embedded into smart clothing, glasses, watches and even jewellery. These devices will be able to read peoples biological responses when purchasing (or not) and also using (or not using) certain products and services. Responding to a customers context will no longer be simply about their location, but also their emotional state.

Mobile – No longer an option

Two big things happened for mobile this year. Firstly, Google announced that mobile traffic overtook desktop traffic in 10 different countries, including the US and Japan. Secondly, Google released the “Mobilegeddon” algorithm; basically they are phasing out sites that are not optimised for mobile, effectively damning your website if it’s not optimised. All the signs from Google point in the direction of desktop traffic fading away, meaning that smart money rests on mobile-focused online marketing.

“MOBILE SHOPPERS CONVERT 160% MORE OFTEN ON SITES OPTIMISED FOR SMARTPHONES.”

Moving forward with Video

We’ve seen a HUGE rise in video content. Video has exploded into every online avenue. It’s everywhere and is one of the most used sources of online medium.

This trend is only set to continue, with predictions that 74% of all Internet traffic will be video by 2017.

Another big change advancing video content is that from 2016 Google will be on board with in-SERP video advertising. This basically means that when you search for a term you will also receive advertisement videos streaming in the SERP. (Search Engine Results Pages.) This is a clear indication that customers are becoming more accepting of visual media. We can certainly expect to see more types of video ads popping up in more unexpected places.

These are just a few predictions to take in to stay ahead of the market and understand the landscape, to maxmise on opportunities before your competitors do.