Any digital marketer knows that targeted campaigns (emails, PPC, blogs and so on) are more effective than mass marketing. With mass marketing, you reach a wider audience but your messaging has to be much more generic to appeal to the masses.
Conversely, with targeted marketing, your audience is close-knit and your communications directly address their needs and issues. For this reason, your campaigns will be much more successful.
Your targeted campaigns will typically include your website address as the call to action. If visitors arrive at one of your standard web pages, such as the home page, the likelihood is they’ll decide not to waste valuable time searching your website for relevant content.
However, if visitors arrive at a page which mirrors and enhances the campaign messaging, they will stay on your site for longer and there’s an increased chance they’ll engage in conversation with you by completing your online enquiry form, emailing you or picking up the phone and calling you.
A web page tailored to a specific campaign is called a landing page. The wording is a logical extension of the copy in your email or social media campaign, or advertisement. Usually the page is hidden, with navigational links to other web pages, but not the other way round. The overall goal of landing pages is to convert visitors into instruction enquiries, as this will generate new business for your chambers.
To measure the success of landing pages, you can track activity like click-through, bounce and conversion rates. For this purpose, you can utilise free-to-use analysis solutions for example Google Analytics. Also, if you subscribe to email marketing software, this information will be readily available against your sent campaigns.
Alternatively, I Am Your can offer a helping hand with setting up, managing and monitoring your PPC campaigns.