When your customers click on your special offer or advertisement on Facebook, Google or email, what do they see?
Just as with any other marketing, your web advertisements, and the pages to which they link, should be tailored to your target market! And they should be all about the reader you are targeting and address them and their concerns. If you need a refresher, check out our recent WIIFM article.
And making sure that every link in the chain that your reader travels form advert to offer is congruent, that is voices the same message, is critical too.
If you ad on day a Facebook page is “White teeth in ten days”, when your customer clicks on the ad, they should go straight to a page on your site that is not just vaguely about teeth whitening but relates back to the ad! In fact it’s best to use the same headline as the advert. You shouldn’t just take them to a page of your website that’s vaguely about teeth whitening.
The headline of the landing page should be clear simple and easy to understand (you’ll never go broke underestimating the stupidity of your target market!). In our whiter teeth example, the landing page headline should be “Here’s how you can get whiter teeth in just ten days!” Think of the advert as the book cover and the landing page as the story. The promise of that story is so strong that they will want to contact you now to buy (or make an appointment or take the next step or whatever).
That brings me to the next point. You’ve got them to click the advert, you’ve got them to come to your site. Now what? Your landing page should direct your customer to what you want them to do next! Make a clear call to action, a special offer, and make it easy for them to get in touch with you. Put a “contact us” form and your phone number on that landing page, right before their eyes.
Naturally the whole page should be easy to read, clear, and concise. You might be passionate about the 47 steps you take to make sure your customer gets perfect service, but very few people read wordy text, so if you can’t tell them about it in a paragraph or a few dot points, maybe its best moved to its own special page.
In a nutshell, the trip your prospects take from seeing and clicking on your Facebook advert, Google Adword or web advert should be one easy-to-follow, on song journey that leads to purchasing action or commitment.
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