My last blog post introduced the idea that any digital marketing plan consists of three elements: a landing page, traffic drivers that bring visitors to the landing page, and measurement of the results. This second post in the series will describe the many ways that consumers can be attracted to a brand’s landing page; Part 3 will address how to measure the results from both.
By “traffic drivers”, I mean any of the multiple tactics that can be employed to bring a consumer to the brand’s landing page. These tactics are listed below, and a brand manager should discuss each with their agency partners to determine the right choices for your business case. For an individual campaign, or as part of an “always-on” marketing strategy, each of the tactics can be used individually or in combination. The choice of tactics will depend on the brand’s marketing objectives and strategies, and on the behavior of the brand’s consumers.
Traffic drivers are not limited to brand-initiated tactics; consumer and professional comments (in person and online) can also bring consumers to the brand landing pages. Some of the tactics below have been linked to articles or blogs that provide more advice on the tactic.
- Search Engine Marketing, which uses key words to position your brand into search results
- Social Conversation initiated by the brand
- posts on the brand’s Facebook wall can include links to content within the brand’s Facebook page or to other digital properties
- tweets on Twitter can include shortened links to web pages, photos, or videos (and be sure the landing page is mobile-optimized!)
- brand photos or videos on all sorts of content curation sites (Pinterest, flickr, YouTube, instagram, etc.) can link back to other brand content
- Word of Mouth: comments on relevant third-party blogs and web sites can provide helpful information to current and potential consumers, and the brand can include links for more detail (but be careful not to be pushy: the brand’s purpose in commenting is to be helpful, not to give a sales pitch.) Think about how the brand can use
- ratings and review sites
- industry / product / lifestyle blogs
- Email Marketing: consumers continue to subscribe to brand emails to receive offers and information. These consumers have already given the brand permission to engage, and are very likely to click-through to your landing page when given a relevant message.
- Traditional advertising (such as out-of-home, magazines, newspapers, broadcast TV) should include calls to action to encourage consumers to come to the landing page URL.
- Digital advertising (digital display and rich media ads, social ads, search) can be narrowly targeted to reach the most relevant consumer target for the brand message.
- Promotions: In-store materials can include a QR code and/or the URL of the landing page, along with a call to action to tell the reader why they should check it out. An SMS text call to action can invite consumers to request a link to be sent to them for later use. Be sure the landing page for these tactics is optimized for mobile devices in case the consumer decides to engage right away!
- Other landing pages: when using multiple landing pages during a campaign, they should link to each other to allow the consumer to easily move from one to another. For example, a video on a brand’s web site might be accompanied by links to other videos on the brand’s YouTube channel. Landing pages created on third-party sites should also provide links back to brand-owned landing pages for deeper engagement.
You may notice: not all of these tactics are digital tactics. At every consumer touch point, the brand should provide the consumer with an opportunity for deeper engagement by publicizing the URL of the landing page. For example, say I’m marketing a new line of cookie mixes. A campaign-appropriate “vanity” URL (in this case, it might be something like “YouLoveCookies.com”) could be created and integrated into offline tactics: the URL is shown at the end of my TV commercial, in the magazine ad copy, on the shelf-talker or sign at the store. The URL can help deliver part of the campaign message, and by placing it on every consumer communication, consumer awareness can be increased. You can check on the availability of a URL at sites such as www.whois.com.
When using any of the digital traffic drivers, work with your agency partners to be sure they are including unique tags on each traffic driver. This will allow you to identify what sources drive the most traffic. The tags can follow a consumer’s activity through their engagement session, and therefore can identify which drivers resulted in the behaviors you are seeking to deliver on the landing page. Which leads to the third and last part of this series: Measuring Results.