originally posted at Cornett IMS Blog
Today’s advertiser expends time and energy across multiple channels to drive viewers to their website. From traditional advertising such as billboards, trade magazines and radio – to digital solutions like flash banner ads or sophisticated SEM campaigns. This takes a considerable amount of time and money to do it properly. Focus your message, and make it easy for your viewers to find what they’re looking for.
Don’t make your viewers dig for the relevant content they were searching for. Direct viewers to a landing page or specific area of your website. In some instances, directing viewers to your home page can be a missed opportunity, if they were looking for a specific promotion or service. When directing viewers to your home page, it’s considered a best practice to create a banner or prominent link that cross-promotes your promotions/offers. Again, make it easy for them to find what they’re searching for.
To better engage your viewers, create a custom landing page with more information on your promotion, and a form to capture their name, phone and email. Here’s the most important part… respond to the inquiry within 24 hours.
Landing pages offer a chance to turn a lead into a prospect, volunteer or sale. Get the most of your advertising and marketing budget by properly converting viewers that you drive to your site. Wasn’t that the goal in the first place?
