In this article I'm going to give you the main crucial goals and elements to improving your online ad campaign. This information is extremely valuable for anyone currently marketing online, for anyone thinking about marketing online, or for anyone who thinks online marketing doesn't work. This information may surprise you and will help explain the reality of how to implement a profitable online advertising campaign.
To have a successful online advertising campaign, a web page must be designed a certain way. However, before I talk about the crucial elements that go on a web page, I want to point out why most online advertising campaigns fail. The most COMMON MISTAKE is linking an online ad to a home page; as a small consolation some online ads link to a page within their website - this is better ...but not by much. The correct way to sell any product or service online is the ad should be linked to a landing page! The landing page is a specific web page optimized and built to specifically sell ONE product or service. Furthermore, a landing page should have only one link to your main website; the one link should be:
1. A page within the website that expands on the specific product or service.
Not linking to the main website may surprise some people. My reasoning for not highlighting a main website is two fold. First, you want to keep the visitor on your fully optimized landing page. With your landing page design in mind, the landing page should act like a funnel. This funnel will lead the visitor to your primary call to action; for example, this might be a phone call, an online purchase, a registration, etc. (In my opinion a call to action should not be a visit your website). The link to a main website serves only as a backup source of reference for a visitor that prefers to gather more information on their own. If a visitor does have more questions a phone call should be encouraged before clicking to another web page. Secondary, by encouraging a phone call to answer any further questions, a customer’s confidence is boosted with the knowledge the business will be available to answer questions in the future. However, in the event the visitor prefers to search online you will still meet their desire and have a link to your web page. Just make sure it is a page with specific information about what they are searching for.
This leads to what goals should be included in any online advertising campaign:
1. The first goal is to make a sale or get a phone call.
2. The second goal should be to gather a prospect list.
3. The third goal is to track visitor habits.
With the goals outlined above, let me show you how to better reach these goals.
Typically, the first goal is to make a sell or get a phone call. To get a sell or phone call the landing page must successfully answer any consumer questions and remove any consumer doubts. Answering the questions is relatively easy. Basically, you will need to education or include any specific information about the product or service. Right now one of the preferred methods to educating and engaging a visitor is with an embedded video. Importantly, any videos you use should be embedded in the landing page so you keep the momentum and flow of your landing page.
The second (and more critical task) is a landing page must overcome droughts and win the customer's confidence. The good news is there are a few things a business can do to win customer confidence. The first step is to have a professionally designed site that correctly displays across multiply platforms and browsers. If the web page doesn't look professional, than the business identity suffers leaving an unprofessional impression. Next, the landing page design should have three (sometimes four) items:
A. Become a member of the online Better Business Bureau and display the BBB On-line banner.
B. Have a 800 number and a local number; preferably the numbers have tracking available.
C. Include your business address. If you have a storefront your address should be on the top and bottom of the page. If you do not have a physical business location, an address should be at the bottom of the page; preferably NOT a P.O. Box.
D. Sometimes, a photo of the owner and or a photo of the storefront can be beneficial.
The next goal is to gather a prospect list. This should be done using a simple opt-in form that visitors can register free for a company's e-mail newsletter. E-mail newsletters are a great and inexpensive method of staying in contact with individuals that are interested in your service or product. Going into how to correctly design and implement a successful newsletter campaign is beyond the scope of this article; as too is how to set up a online keyword or contextual campaign. But know this, when done correctly over the course of time you will have a list of individuals that will become an additional source of income. Furthermore, having approval for continued contact will help in establishing consumer confidence; especially for those visitors that are hesitating on purchasing the product, or they are preparing to buy in the future. Either way, newsletters are a very inexpensive way to stay in front of new and existing customers.
Finally, every online ad campaign should have tracking software installed. When tracking a visitor’s habits, information can then be gathered and analyze to determine if the landing page is maximizing your business potential.
By creating an ad campaign that focuses on utilizing a landing page, a business will experience an increase in profits today, tomorrow and in the future.
Check out a video embedded landing page >>
To learn more about this author, visit Gary Reichel's Website.
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Gary Reichel
(Visit Gary's Website)
Reichel Graphic Design and Website Design
offers a wide variety of direct mail,
design, search engine optimization and
search engine marketing to clients that
want to get more from their website or
direct mail campaigns. We offer e-mail
campaign services and RSS Feeds to help
promote a business on the internet and
custom ad layouts to increase response in
direct mail campaigns. To learn more,
visit us at www.R
eichelGraphicDesign.com or call (800)
317-1731.
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