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Did your last marketing campaign feature a dedicated landing page?

Have you ever received an email from a company, liked what that email had to say, clicked a link to a website for more information, only to be sent to a website with absolutely no relevance to what you were interested in from the email?

I know I have. After clicking around for a while, hoping to find what you’re looking for, you’ll typically give up and move on to more important things. From a marketing perspective, this is no good.

 

We’re always trying to reduce the amount of time and effort required for customers to respond to the marketing campaigns we send. One of our main focuses is on reducing the number of clicks, the number of keyboard keystrokes and the number of digits to press into a phone needed to generate a customer response.

Dedicated landing pages and clean customized forms accomplish all of the above.

They also eliminate the typical distractions present on dealer websites. When you send a customer directly to a landing page dedicated to an event or promotion, there are no leaks. By “leaks” I’m referring to distractions - the option to click something and get lost on another page. The customer has one call-to-action on a landing page: Fill out the form or call this dedicated phone number to get the deal you’re interested in now.

 

For Service Departments, landing pages dedicated solely to Online Appointment Booking increase form completion rates and, again, eliminate leaks. Simple forms also tend to look much better on mobile devices, allowing your customers to book their maintenance appointment or a Sales consultation while they’re on the go.

 

Sales Event landing pages can be personalized and pre-filled, adding a nice contemporary touch. The offers on event-specific pages can be tailored exactly to that event and visible only to those people you want to see it.

 

A dedicated landing page should be the starting point for every marketing campaign.

If you’re considering a direct mail or email campaign sometime in the near future, we’d highly recommend you consider focusing on a landing page for your campaign first!

Views: 463

Tags: Landing Page, events, landing, microsite, pages, upgrade

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Comment by Alexander Lau on February 16, 2015 at 6:37am

Hey Carl! ;-)


Influencer
Comment by Earl Weingarden on December 23, 2014 at 12:02pm

Dealership websites tend to be generic to the brand. Dealer A Mazda, Dealer B Mazda and Dealer C Mazda websites are pretty identical in the eyes of the consumer, and, this is important, in the eyes of search engines. Search engines reward websites with unique content. So dedicated landing pages benefit dealers twice.  Have a Merry Christmas, everyone!

Comment by Alexander Lau on December 23, 2014 at 6:53am

Nice work Carl. I try to avoid any other options that what I'm trying to garner, which is a visitors, credentials / lead.


Influencer
Comment by Carl Maeda on December 22, 2014 at 10:06pm

Great post and right on!  This is exactly what we preach as well for SEM.  A page that is tailored to:

1. Convey the same message as the ad they clicked on

2. That reinforces the ad's message

3. and has good calls to action that takes into account the user's intent.

Will outperform just sending the person to the homepage or even the VDP/SRP pages.

This goes for email, direct mail, PPC and anything else that directs a user to a webpage.

For direct mail, the url should also be easy to type in.

Alexander has the right idea.

Here are some of our PPC pages too:

http://www.fullerkia.com/ppc-forte.html

http://www.fullerkia.com/ppctv-soul

Comment by Ralph Paglia on December 22, 2014 at 9:04pm

Because they are campaign specific, Landing Pages will almost always out-perform linking campaign promotions to a dealer's all-purpose website.

Comment by Alexander Lau on December 18, 2014 at 1:43pm

Yes, I should have said, "full-fledged websites with numerous calls-to-action." Most of the time, more is less, in that arena. At least, that's been my experience over the past 19 years.

:-)


Influencer
Comment by Byron Tyers on December 18, 2014 at 1:40pm

Great point Alexander... The less stuff for customers to look at, the better...

Comment by Alexander Lau on December 18, 2014 at 1:35pm

Basic landing pages, with forms tend to convert better, than forms on websites. At least, that's the going theory. Simplicity rules, stuff like http://outback.baierlbonus.com.


Influencer
Comment by Byron Tyers on December 15, 2014 at 12:57pm

Tom, absolutely. Plenty of our dealers have websites that are unable to provide "distraction-free" pages.

What's equally important is finding a provider who can react quickly to an on-the-fly marketing campaign. Let's face it - dealers sometimes do things last-minute, and marketing campaigns are no exception to this.

We've recently partnered with a landing page builder that helps us build attractive and responsive landing pages in a matter of minutes. Will gladly provide details if requested (not sure if there are rules about linking to providers on these forums?).

Comment by Big Tom LaPointe on December 15, 2014 at 12:47pm

A brilliant fundamental - probably something to shop for when looking at providers - aren't some providers more adaptive to this than others?

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