To ensure you always have message match, you should strive to have a landing page for each individual source of traffic you are driving. It might sound like a daunting task to create potentially hundreds of landing pages, but each one doesn't have to be crafted from scratch.
• Social Proof: Everyone's Doing it! Social proof is based on the crowd mentality of, "Everyone's doing it, so I should be, too."
According to Paul Rutherford and other psychology scholars, we all engage in social proof behavior because, "We view a behavior as more correct in a given situation to the degree that we see others performing it … If we conform to the behavior we see around us, we are less likely to make a social faux pas."
A Twitter feed, Facebook badge, testimonial or other form of social proof says, "Hey look, people just like you are using us and finding success, so you should too!"
• Geo-location: Right Place, Right Time. Personalizing a landing experience to include location-specific content—such as a headline that mentions the city the visitor is in, or imagery that shows the local landscape—can help increase conversions. The visitor will see that your product or solution is highly relevant to his or her current space.