After you’ve set up your Web site and now you’re open for business on the World Wide Web, you’ll want to apply the same principles of traditional marketing to your online marketing. And now is a great time of the year for most businesses. Historically, if you wanted to do a special promotion for the winter holidays, like Christmas and Channukah you would design your promotion or brochure to look and feel like the holidays – using traditional seasonal colors and different images that make you think of the holidays (Frosty the Snowman, snowflakes, Christmas trees, Menorahs et al).
You can utilize a Landing Page to accomplish the same for your online marketing. If you want to do online marketing for a special holiday promotion, you’ll most likely send out an email that looks and feels like the holidays to get your customers in the spirit. Included in your email will be information about your promotion and a link they can click on that directs the customer to your Web site. But your existing Web site most likely doesn’t look like the holidays. It looks like your company’s every day Web site design.
That’s where a Landing Page comes into play.
In keeping with this same example, when your customers click on a link from the Christmas-themed email, they will be directed to a Christmas-themed Web site that is really a second home page for your Web site. On the Christmas-themed Landing Page it will have holiday specials and links that will take them to regular sections of your existing Web site. You can create different pages for different holidays or for different specials that you may offer.
Bottom line: A Landing Page is really a second home page to your Web site that is specially designed to focus on a certain promotion. It can be for the holidays, for a sale, or for a specific targeted message that you have. It’s very effective in your branding efforts, and it’s not difficult to set up.
You can design a unique Landing Page to coincide with as many uniquely designed emails or online promotions that you want to do. Try one for the holidays, Valentine’s Day, Mother’s Day, July 4th, or Back-to-School, for example. Create one for special sales and share all the details on that landing page. Use landing pages to talk to different audiences. You may split your email or mail list up or your targeted advertising. Maybe you have a message for teenagers on a landing page that’s different from the message for seniors on another landing page. Possibly you have different messages for different geographic areas, People in South Carolina may need a different message than people in New York. Make it relative to who you are talking to. A little extra effort goes a long way.
Online marketing is all about tapping into your customers’ emotions through interactive experiences that are fun, educational and rewarding. Utilizing a Landing Page helps to accomplish this goal. The more you provide a relative experience for your customer, the more they will shop with you and spread the word about your Web site.
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