What is a landing page and what is it for?

Landing pages, or landing pages, are a vital part of integrated digital marketing campaigns that help you capture customer information that will help you personalize future campaigns.

Key part of a well-constructed marketing campaign

When designing a marketing strategy, whether for traditional or digital media or both, the main and secondary objectives to be achieved must be very well established. Even if you think about positioning strategies, or the introduction of a service or product to the market, it will always be within the objectives, to achieve a specific number of sales, since these are really the profits generated by the campaign.

In order to achieve sales, it is necessary to understand the public to whom you are selling, and that is where it becomes vital to generate a database of your potential customers, or customers of other products of your business, so you can redirect your efforts on them. 

But how do you get this base? In the old school, they used to use purchased bases, that is to say, the people who received the advertising were not interested and often did not belong to the desired target, but they bet on volume sales. Today, with data protection policies, and a more informed consumer, these practices are not recommended, as they cause annoyance to the user, and further distance him from the sale. In addition, you can be accused of spam, denounced for buying the bases or other adverse situations.

This is where the landing page becomes the key tool, since all our efforts should lead the user to this mini web page, where they can leave the relevant data for the business such as: name, telephone, email, province or canton of residence, sex, age group, product of interest, etc. This will help you build your own base over time, of quality and that you will be able to use for many future commercial actions.

Landing page types

As we have seen, these pages can request all kinds of information from the user, and serve at many levels of market research, direct sales and even as audience creators for marketing and remarketing. Among the types we have:

• For social networks: This type of landing page is placed as a link in a call to action in social media ads, either through links in the text or in action buttons on the platforms. This helps to take the user to the page, where they can find information relevant to them such as the offer, videos, photos or others that influence their purchase decision and lead them to leave their personal data in the highlighted form. They can be used to subscribe people to your news, get discounts or information in general.
• Landings for promotions: are very useful to drive traffic from different promotional media, such as entering a code in a contact form, which allows you to participate in prizes, discounts or gifts. They can come from physical or digital products. They have the highest conversion rate.
• Landings for purchase decision: are mini websites that focus solely on a product or service. They expose all its benefits, provide multimedia material and are full of call to action that invite you to generate leads. They can be used to support campaigns for new or very specific products or services.

What is the difference between a landing page and a web page?

Web pages are intended to position a brand or company in search engines, and to be the source of information for all those potential customers who come to it. It usually contains contact information, services or products, history and FAQ sections, blogs and important news.

A landing page only seeks a single action: lead acquisition. The content you have, will only be the one that ensures conversion, and in this type of page is vital to load quickly, as users are not willing to wait too long.

It's not just about having a landing page in your strategy.

As with everything in marketing, pages represent only one point in the conversion funnel and there needs to be a specific flow that uses this data. When you capture the data you should have a sales team ready to follow up, either for direct sales or for consulting, otherwise the lead will be lost.

In addition, strategies should be implemented for sending mass e-mails, with information that fits the customer's profile and tastes, and above all with valuable content, to avoid falling into spam.

How to start using them?

The first thing to think about is what your business needs are and what data you need to obtain from your client, and then go to a trusted marketing agency that can translate your specific needs into a quality landing page.

You will need knowledge of web design, social media ad planning and graphic design to develop your campaigns. Remember that you must have a web server and a domain to develop the landings, so if you need support, do not hesitate to contact us.