Tailor your message to the source of visitors

What works for socks does not work for post-click marketing and conversion:

One size does NOT fit most.

Your visitors land on your site from numerous sources: Facebook links, LinkedIn posts, email marketing, Google pay per click, email marketing, print ads, organic search, and any print advertising you place.

Knowing that, why do we offer up the same landing page experience when we can develop messaging and segmentation strategies optimized for each source?

Now, please don't think I am saying that all visitors coming from Facebook and others is some homogenous group. Not at all.

Allowing users to segment based on interest, need, or experience is still vital. However, we probably won't even reach the point of segmentation if our message does not match the original reason our link was clicked in the first place.

And, we can't match that if we don't know the source.

Develop landing page experiences that recognize the source and tailor the message and you will be moving in the right direction to creating experiences that are more meaningful and successful for your visitors.

Comments

[Chris]

It's amazing how un-tapped this. The focus is so strong on getting people to a site that we forget that it's how we treat our visitors once they get there that is more important.

I think this has a lot to do with reporting. Google makes it easy to justify Adwords spending and if everything being equal, more money to Google means more conversions. What's lost, usually because it can be more difficult or time consuming to setup and test, is the small things like customized landing pages that can have a greater impact on leads and budgets.

[Michael Coffey]

Cisco - I couldn't agree with you more. When it comes to using either social media or interactive marketing for lead generation most people out there don't know how to get it off the ground let alone build it in such a way to segment the visitors that are coming to your site. Those that truly embrace what social media and interactive marketing can do for lead generation must focus on understanding landing page segmentation to be successful! So again I couldn't agree with you more.

Cheers-