Track Advertising Effectiveness with a Landing Page
You may be advertising in a newspaper, on television or across a variety of media. Regardless of the media you’re using, you should be measuring the effectiveness to determine if change is needed.
Send Prospects to a Landing Page
Sending prospects to a landing page on your website has several advantages. First, you can control the next phase of information and lead visitors to purchase. Second, visitors can forward the page to a friend (viral marketing). Lastly, you can monitor website traffic as well as view how many times the landing page
was the referral to your website or the purchase.
Landing pages are especially helpful when you have a special offer or specific information to share (the ad should leave them hanging). Depending on your product or service, offerings of a white paper, survey results, discount coupon to print, online discount or a special online packages will motivate your prospects to visit your landing page.
You can have more than one landing page. They can be identical in content but each distinguishable with its own URL. For example, if you have a television commercial on CBS, you may list the landing page address as YourDomain.com/CBS; and if you’re also advertising in the New York Times, you may use YourDomain.com/NewYork. You’ll want to use simple, easy-to-remember letters, acronyms or words and you may even use the name of the offer (you’ll have to change it up if you’re measuring various media).
A side benefit to using landing pages is that continued use improves the popularity of your website. Improving your site’s popularity will enhance search engine optimization (SEO) results. Better SEO results allow prospects to find your website when they’re searching for your product or service!
Do you need help with landing pages? Just ask!
While it’s important to measure the effectiveness of your advertising, remember too that all marketing activities are an investment for longer term results. People save information for when they need it, and they also spread the word when an opportunity arises. The best way to ensure top-of-mind awareness is to always have marketing activities working for you. Just make sure they’re working.
Other Tracking Systems
Although we’re discussing the benefits of a landing page, there are other
tracking systems worth mentioning.
A Note About Advertising
Advertising can be the most cost effective way to reach more prospects when you need volume. Unfortunately, customers don’t all come running at once and timing is everything. If you’re going to advertise, you’ll want to repeat your ad at least three times and track its effectiveness. Repeating your ad gives your audience an opportunity to (a) be aware of your offer, (b) understand your message, (c) believe what you’re promising, (d) want to take action, and (e) take action. Even a great one-day promotion requires repetition to achieve optimal results.
Success Tip: Conceive it and Believe it
" I have learned, that if one advances confidently in the direction of his dreams, and endeavors to live the life he has imagined, he will meet with a success unexpected in common hours." Henry-David-Thoreau
In good health and prosperity,
Shoshanna
Shoshanna Szuch, based in Charleston SC, is a Marketing Consultant with Successful Visions and offers: her expertise to listen and think critically about what ails your business; new ideas and opportunities to strengthen your marketing and sales efforts; a marketing partner to help you plan, execute and measure results.
"Shoshanna was hired to give us ideas and help us implement those ideas of advertising and marketing for our real estate business. She thought "outside the box" and brought each idea to fruition in a timely and professional way. We continue to consult with her and find she always brings a new perspective to any task."