tomato-can-blues

How to Build the Best Marketing Campaign Pages

Marketing Campaign landing pages are a way to meet marketing objectives.

Campaign pages are more than just landing pages, they\’re the spearhead of a micro brand experience and a complete marketing objective. A marketing campaign is a thought out approach to a business objective to reach it’s goals.

A marketing campaign can be anything from a promotion, to a new product release, it\’s your way of telling the world what you\’ve done in a way that gets seen and gets results., Your campaign landing page will express objective in an easy to understand and compelling way.

Tomato Can Blues from New York Times – Strong title, great imagery

Headline

Your headline will be your most important attention grabber. A good headline will ultimately mean more conversions (it\’s that important) and remember that it\’s what people will tend to use when they share the link on social media so it needs to be compelling. It should also react to the needs of the customer, the crux of your objective and in a way that is simple and profound.

Incentives and Result

Each campaign should have a customer incentive and a measurable result. A good incentive should be a part of a larger campaign, to get customer data to customer leads, directly get sales or even just raise awareness, in which case, your metric will be page visits and sources.

Goal Incentive Action
Gain Customer Data Further information, whitepaper Email form
Gain a Lead Call back, trial Email & Phone form, Large Trial Call to Action
Encourage Visits Unique viewpoint on market problem Link to Supporting content on your website
Raise Awareness Unique viewpoint on perceived problem Customer Survey, Link to Supporting Content

This table shows a good starting guide to objectives and their related actions. Each of these goals should be dictated by business needs and customer actions should be trackable.

If you offer an incentive that requires your input, for example, sending a whitepaper, make sure you automate and test it, if you need to call a customer back, test that process and ensure that it is working. You can automate these processes to periodically check calls to actions across multiple campaigns.

Number Of Fields: Remember that the more fields you request a user to fill in, the less likely there are to.

Think AIDA

Attention > Interest > Desire > Action

When writing your copy, try to structure it in this way, the human brain reacts to this sequence of events with glee. If you can manage each part of this sequence, you can compel a user to do your action, and do it with excitement.

  1. Your title is the attention grabber, make it powerful or intriguing but keep it honest
  2. Interest comes from the problem solving ability of your product or service
  3. Desire is an extension of that, from a market problem to an enticing solution
  4. Make things easier for your customer, let them know the next step

There are a number of other influences affecting the user on your page. Here are some top tips:

Each reader will be using under 10% of their brain capacity to read your pages, keep language simple, make actions direct like orders \”BUY IT NOW\”, the sub-conscious minds will thank you for it later.

Building trust with your reader is an important step, most users will visit your page tentatively, they won\’t believe what you say unless you can convince them and if they sniff any sensationalism, you\’ll lose them forever.

Video and Engaging Features

People like to be entertained. Video not only allows customers to skip the paragraphs of text and indulge in your content easily and with emotion, but they also provide a break for the mundane.

Video is almost a given for a really effective marketing campaign page.

What\’s more though is with the rise of HTML5, users can begin to interact with your campaign, find and discover information themselves or be whisked into a new perspective from the atmosphere of the website. Engaging pieces like this combined with video are shareable content whatever they say.

Make it Shareable

Content on the web now can benefit hugely from it\’s share-ability. Making something \”viral\” isn\’t always going to work and could be a mistake to aim for. Making something sharable on the other hand means making it interesting, technically innovative, visually stunning or just highly engaging, something that doesn\’t just shout, \”here\’s my new product, buy it and sign up\”. With marketing campaigns there should always be an element that is easily shared by people outside your organisation, something you would look at objectively and think, OK, my friends in X would like to see that.

You can help people share by adding like buttons or social media links and pre-inputting the campaign URL for them. These little things can make a huge difference.

Good Starting Places

  • We always start with the business objectives and work out the best campaign goals and then the best way to get there.
  • On a technical note, using a framework like Bootstrap or HTML5 Boilerplate can dramatically improve time to launch.
  • A WordPress Multisite can help build multiple campaigns on one install and keep all of your campaigns in order.
  • Try to create something engaging, interactive and compelling. A campaign is more than a landing page and a form.

If there is anything in this article that you\’d like more information on, just use the comment form below. We\’ll be happy to help!