Before running social media ads, consider your customer journey.
Even if you run the best ads that ever existed, if the customer clicks off the ads to a website that isn’t optimized for conversions, you’re likely leaving them frustrated. (Or worse, abandoning the page altogether!)
Ads on LinkedIn, Reddit, Meta, and other social media platforms are only the beginning.
For many B2B and B2C companies, the campaign landing page is just as important as a successful ad campaign.
A campaign landing page should be customized to your audiences with clear next steps, whether it’s to purchase a product, contact a sales rep, or fill out a form. It’s a place to educate customers about your products and address common questions.
For example, if you’re a Seattle hotel running a special Valentine’s Day promotion with some food and beverage perks, ask yourself:
- How many steps does it take for a customer to book?
- Are they going to a general booking page (no!) or a campaign landing page?
- Are the benefits of the Valentine’s Day promotion clear and concise?
- What questions will the customers ask about the promotion?
- How are front desk staff, room service, and house cleaning going to greet / prepare for the promo?
In this 4-page PDF called, “Creating a Campaign Landing Page that Converts”, I built a quick and easy checklist for businesses. The guide includes examples of conversion-optimized landing pages, questions to answer before running ads, and best website design practices.
