Whatever your marketing and advertising mix, among the channels, you need an effective message and a clear call to action. A brand awareness campaign can drop click-through visitors onto the home page of your website but targeted campaigns deserve targeted destination pages.
Let's review the product or service page you want to promote, to consider the messaging and presentation. We'll recommend copy edits and other changes that may help turn a visit into a goal completion. If granted access to the website, we can make those changes for you.
For a given campaign, we may recommend setting up a landing page separate from your website, to accomplish the specific campaign objective. A separate page is free of site navigation that otherwise could distract and divert attention from the purpose of the campaign, de-valuing the click for which you've paid. While the messaging always should be consistent with your brand voice, you can use a separate page to hone your pitch and sell a result. A stand-alone landing page also could be considerably more flexible in its presentation, relative to a page on your website, with segmentation and personalization as just two possibilities.
In certain cases, you may wish to guide your campaign visitor through a series of two or more steps, on a defined path to the objective. We'll work with you to define those steps and how the visitor will interact, and measure response rates along the path. The landing page will be the first in that sequence of steps, and will set expectations for what the visitor gets out of proceeding.
On your own website, the call to action may be to add product to a cart and purchase. In that case, data collection will follow your website's usual practice, including order processing and what metrics you may gather. For off-site and micro-site design-builds, we have options. Do you use a CRM? Are we subscribing the visitor to an email list? We may be able to integrate with your service provider, inserting and even tagging/segmenting leads. Or we can build a database to collect lead information, and export at the end of the campaign or on demand.
Typically the most valuable data collected on a landing page are the email addresses your visitors supply, as they convert from prospects to leads. Yes, pattern validation can check, even before sending, that the lead's email address fits name@example.com or please@subscribe.me or other recognizable user-domain format.
Available as an add-on option, SMBworks goes a step further—checking that the email address actually exists and can receive email. You can use this verification result to follow up on an obvious typo or to disqualify a lead, before your email marketing or CRM outreach bounces. We can do this email validation in real-time (on form submission) or in batch mode (on lead-list export).
SMBworks offers hosting and domain assistance. Want to register a campaign-specific domain for the page? We do that. Want to use a subdomain of your website domain? Grant us access to your GoDaddy or other registrar account to se the DNS for you, or we'll give you the records to update by yourself. Get help with Google Analytics for measuring performance, and even a Google Data Studio "dashboard" view.
That will work, too. Short web addresses (URLs) work best when the prospective visitor has to type—or at least something easily readable. (Using something like https://example.com/products/123456-some-product-name.html is far from ideal.) In that case, it may be advantageous to register a short or keyword-rich domain. Alternatively, we can create a QR code the user can scan from the mail piece with a smartphone, and then we'll want to make sure the page is optimized for viewing and interacting on a mobile device.
This will require access to your list, whether for email or direct mail. You need not share more than a first name for each contact, unless you wish to pre-fill a form with the contact's email address or other information you already may have. We'll discuss the data and options. What data you choose to share will be handled with care and respect for your contacts' privacy, to be used strictly for your campaign.