You’ve planned your content, created it, distributed and promoted it.
Now let’s look at what role your website and landing pages play.
In this article, you’ll understand how your marketing campaigns and website work together, apply user experience or UX design principles to your website and create tests and optimize landing pages.
Websites – How could it related to your marketing objectives?
After planning, creating, and distributing content, content markers often forget to come home, back towards their content is likely to originate, their website.
In addition, much of your digital marketing efforts will lead customers back to your website.
Let’s focus there now.
Your website should not only look good but also relate to your marketing objectives.
Do you want customers to make purchases?
Is your website designed to support that?
Do you want customers to fill out a contact form?
Is your webs designed to support that?
Your website should also relate to your marketing campaigns.
Do you include a link back to your website at the end of your content?
Does your ad make it clear where users will land if they click on it?
It’s important to think about every interaction users have with your web site.
The process of designing websites, so that they are easy to use and delightful to interact with, is called website UX, or website user experience.
The website UX that is right for you is a blend of your users needs, your technical constraints, and your objectives.
A landing page is talked about in two ways.
First that’s a page on your Web site that a customer is directed to when they click on a link, the page where they land.
Second landing page refers to a page created for a specific marketing purpose, where user lands after the click on a link to your site is important to your web site’s user flow.
It’s also very important to search engines like Google.
Google, when ranking your website for keyword search, looks at the landing page experience of your site, meaning how good they think someone’s experience will be when they get to your landing page.
For now, remember that where you land your customer on your site, matters.
Let’s turn to landing pages meant for specific marketing purposes.
Landing pages for specific marketing purposes can be broadly categorized as click through or lead landing pages.
Click through landing pages are used when you have the goal of persuading your visitors to click through to another page.
A lead page is used to capture data on your users such as a name, e-mail or mobile number through a form.
A form is a box with input fields for information that you want to collect.
The data you collect is called The Lead.
The sole function of lead pages is to collect information you will use to market your leads with the objective of turning those leads into conversions or sales.
Always remember to test your landing pages
You may have an opinion on your best landing page, but the best way to understand what actually performs well, is to run a test and evaluate the results.
A test is no different from what you did in science class in middle school.
To start you need to observe the current situation and what has occurred in the past in similar situations.
How has this landing page performed in the past?
Did people fill out the form for example.
How many? Previous data serve as your benchmark to help you evaluate the results of a test.
Based on current or past performance, you can then formulate a hypothesis as to how the landing page might perform.
What are you going to change and what do you think will happen as a result of that change?
Next you design and run an experiment.
You create your versions to find your experimental groups and set a timeframe for collecting results and evaluating them.
Once you have your data, you need to analyze it.
Which version performed best?
Was your hypothesis confirmed or not?
Are your results statistically significant?
Then based on the results, what did you learn. What will you try next?
Optimizing landing pages is a continual process.
What works now may only work for a short time or not at all under different circumstances.
Your marketing should relate to your website.
Your website should have a clear path for users, be responsive and accessible.
You should utilize test and optimize landing pages. Are we done yet?
Almost. The last thing and perhaps the most important is to understand if all this content marketing is working. Let’s see.