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RSSThink about these two options for a minute. With option one, some potential leads will be identified for you--but you'll have to repeat this premium price-based model with EVERY online advertising vendor you work with. With option two, you have complete control over what information those click-throughs see when they get to your site. If designed smartly, those landing pages will weed out tire-kickers and identify real leads. Quality landing pages will also work with ANY traffic being generated by ALL your advertising and marketing efforts--on- and offline.
Need more convincing to shift your strategy to leverage landing pages? Bellwether and dominant industry force, Google announced in December 2005 that its keyword bidding system actually takes into account landing page relevance. This decision was based on what its users were telling Googlethey want to click through to relevant content, not a homepage where they have to navigate further to find what they want.
So how do you create effective landing pages? This is a process that you need to really think through to make sure landing pages work as hard as they need to for your particular marketing efforts. Here are a few important considerations:
Like just about every other aspect of online marketing, this process is not formulaic. Basic considerations like those listed above are as universal as you'll find. The key is to think about your audience and what they need from you, and then mold that information around the aforementioned framework. Taking the time to think this through and develop crisp, direct and functional landing pages will more than reward your time and effort.
Strategic landing pages will empower your marketing efforts by drastically reducing the payout of exorbitant fees for so-called pre-qualified or named leads. Refocus your energy on driving traffic from ALL your marketing efforts to your site and let crisp, targeted landing pages qualify the leads for you.
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Thank you for putting it so well.
This is exactly the same message that we tell our clients as well at www.fidelityassets.com.
In fact, we have built a publishing system that is specifically designed around landing pages.
To learn more, please contact us at 866.909.LEADS (866.909.5323).
~E2K Magazine, Inc.