How Are Landing Pages The Key To Direct Mail Success?
Tuesday afternoon, all of us at Boingnet had a great time hosting a webinar on a topic we’re particularly passionate about— Landing Pages! After a long few days preparing and organizing content, we arrived at a finished webinar titled “Landing Pages: The Key To Direct Mail Success”, and we’re quite proud of the result. Boingnet CEO, Dennis Kelly discussed the threat Google can present for companies using direct mail campaigns, and how landing pages can help eliminate this danger.
Direct Mail Drives Online Behavior
Consumers who receive a direct mail promotion have a natural inclination to go online to Google and begin doing research— why not? it’s fast, easy, and free. However, the offer the direct mail piece prompted the customer to look for may be lost in the mix of the Quality Score, AdWords, and the myriad of other factors Google considers in it’s result page.
What’s The Best Strategy To Maximize Direct Mail Conversion?
It’s been established that consumers are using Google to do research and make decisions, before responding to any campaign. However, Google AdWords acts as a “Siphon” on customer attention to ads placed by competitors, causing direct mailers to lose business. The best way to address this is by explicitly directing consumers to a “safe spot”, away from Google and competitor ads. This can be done with creative in your direct mail piece, as well as within Google AdWords themselves.
Landing Pages & Microsites: Point Them In The Right Direction
Landing Pages and Microsites are the “safe spaces” where marketers control the content, the message, and the options for the consumers. The best option is to set up really good landing pages and embed them into your direct mail campaigns. This shows consumers exactly where to go online and learn more; direct them to your landing page opposed to the wild west of Google.
Set Up AdWords For Your Campaigns
A secondary strategy is to set up your own AdWords campaign that corresponds with your direct mail campaign. Google AdWords is how the internet behemoth makes most of it’s money. AdWords lets businesses and organizations bid on “keywords” that are associated with searches and place ads that are designed to get consumers to click on them when they express interest in a topic via those keywords. One can bid on keyword that are related to your offer, then link those keywords to landing pages that use the keyword in the URL, the title, and the copy.
What Makes A Good Landing Page
A good landing page is most accurately defined as a web page designed specifically for conversion. It should be simple enough to limit distractions, but enticing enough to inspire conversion on the page’s single call to action. Good landing pages are opportunities for marketers to give consumers a place to go online where they can learn more, compare & contrast, without being distracted by competitors. They should also feature a clear and concise headline and sub-headline that all relate to the initial message, which is a concept known as “message match.”