Your website is an exploratory experience for potential customers in the consideration phase looking to learn more about your company or product as a whole. Landing pages, on the other hand, generate the most ROI when used as a natural extension of your digital advertising. When done correctly, these dedicated pages create a focused message aligned and personalized experience for a target audience with a single call to action.Brand marketing matters. Whether your target user is exploring your website, stumbling upon a post in their Facebook newsfeed after liking your page, or first exposed to your company in a Google search result, brand development maintains its importance throughout the customer journey.
Landing pages are not meant to replace your website, though. Your website is for people to learn more about your product in a generic way without addressing their specific needs, while a landing page is for someone to take action.
Among the fundamental differences between landing pages and a website is the act of conscious and direct personalization to create more context around a particular promotion. Landing pages also help illustrate the unique value proposition of your product at the moment someone first engages with your brand.
Brand strategy and landing pages
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
@Howard Schultz, CEO of Starbucks
Legendary copywriter David Ogilvy defines a brand as “the intangible sum of a product’s attributes.” In the context of brand marketing, the attitude and voice of your brand are determined by the totality of experiences across all of your digital properties, including landing pages.
While it doesn’t need to be identical across the entire web; product branding needs to reflect core values of your company to manage perceptions, take ownership, and drive authority, trust, and evangelism.
Brand development opportunities in landing pages
The power behind personalized landing pages is tremendous. By giving every promotion it’s own landing page, you can articulate the unique value proposition of your product to the specific persona.
Most of the opportunities for personalization exist within the qualitative variables on each page such as text, images, video, and other creative assets.
Once you lock down your branding, there are some standard consistencies to use across all of your digital properties, including your personalized landing pages. These include:
Typography: Using custom fonts across your website, ads, and all of their corresponding landing pages can increase conversions and helps keep your pages on-brand. Instapage makes this easy to do with Google Fonts and Adobe Typekit integrations.
Colors: increase brand recognition by up to 80%. Once you identify the primary, secondary, and tertiary colors for your brand, build those colors into all of your pages.
Logo: Your logo is essential to your brand identity. Create a few on-brand versions to use in different situations depending on color, size, file type, etc. Also, make sure to use the same high-quality favicon on each landing page.
URLs: Brand consistent can start and end with using custom domains. Whenever possible, always publish landing pages to a sub directory or subdomain on the root domain of your brand. Additionally, this is essential to making your landing pages SEO friendly.
Page structure: Provide a similar conversion experience every time. You’ve already trained your users where to click. Help them engage by keeping things consistent with your call to actions across all of your pages. However, always remember to A/B test your pages, especially if you want to experiment with a new page layout.
Landing pages, brand development, and the customer journey
Wouldn’t it be great if your target users discovered your high-value product through an ad, ended up on the subsequent landing page, purchased immediately, and become brand advocates forever?
Unfortunately, this is rarely the case.
WordStream reports that the median conversion rate of AdWords campaigns is 2.35%. However, even among the top ten percent of AdWords accounts with an 11% conversion rate; a one, two or three-touch customer journey from discovery to purchase is elusive, if it ever happens at all. Couple that with the fact that Salesforce states that it takes 6 to 8 touches to generate a viable sales lead and it can seem like it’s an impossible feat to close sales from PPC ads.
So how do you increase your chances of driving new sales from AdWords and PPC? Creating personalized landing pages consistent with your branding because they’re an excellent way to optimize your brand development throughout your customer's journey.
Regardless of the specific path, landing pages function as a centerpiece of brand development for users across all of your digital properties, while they move farther down the road to conversion. The intersection of brand marketing and landing pages is especially important because landing pages are the impetus for your target personas, segments, and customers to take action at every stage of the nurturing and onboarding process.
A tremendous part of your customer's journey takes place on personalized landing pages. Much of this lead nurturing also occurs within email marketing, in-app messaging, and other marketing automation.
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