Social Media and the Lost Art of Landing Page Optimization
Digital marketing has quickly become the primary pathway of engaging with an audience. During the past few years, it's led to a shift in marketing spend. But it has also led to a shift in attention, as marketers react to social and new media channels. It's points of change like these that seem to prompt marketers to lose sight of the basics—such as landing page strategy. At a time when it's never been more important, a startling number of brands seem to be abandoning good sense when it comes to landing page development.
The objective of a landing page is usually to drive larger business initiatives, like acquiring new customers, increasing sales or building a relationship marketing database. In fact, landing page usage is a clear distinction of action-based initiatives—those tied to clear success metrics. Yet, even a cursory sampling of landing pages suggests that driving action isn't always a priority. When I respond to a paid search ad for a service offering, is it more important that I become a customer, a Facebook fan or follow you on Twitter?
Social and mobile technologies are not the message; rather, they are channels to communicate and engage with prospects and customers. That means it's important to revisit the essentials of solid landing page development in order to capitalize on the key message. This is not to say you can't support an initiative to build social community; however, don't ask your prospects to fill out a survey or join a product community when, instead, they expect to buy. With unique challenges in design and accessibility, landing page strategy, regardless of channel, should be central to the user experience and achievement of the business objective.
So let's brush up on the basics of landing page strategy—and how this applies to a socially connected Web: