There’s a disconnect between marketing landing pages and Google searches. Many Digital Marketers are missing their target on their landing page setups, or worse, not having any clear target and failing to get clicks. It’s wasting companies A LOT of time and money.
Here’s a hypothetical scenario:
You’re running a new soap company, trying to raise awareness of what you sell. You decide to create a Google AdWords campaign and figure keywords like “clean”, “hands” and “scrub” will get you clicks. This might seem logical; However, it’s not enough. You’re a small company, and you don’t have an abundance of cash to spend. To top it off, you have to compete with the hundreds of other companies using the exact same words to gain traffic for themselves.
Often times, digital marketers approach the development of Landing Page Design with virtually no connection with what people are actually searching for on Google, in part due to limits in coordination between marketers and designers.
It’s time to find a new slant. How can you stand out.
Many successful marketing firms have realized this disconnect and have designed innovative marketing campaigns that bridge the gap between Landing Pages and Search Intent. Some digital marketing professionals have been referring to this as Landing Page - Search Synergy.
New Balance Chicago
New Balance Chicago wanted to increase sales through the magic of digital marketing, but they looked at the opportunity through a skeptical lens. The reason for their hesitation was that New Balance Chicago stores operate independently and rely mainly on old fashioned brick-and-mortar for sales. That’s right Millennials, in-person shopping at New Balance isn’t just suburban dads buying the iconic white 608 V4 Training Shoe. New Balance Chicago had more to offer, and they just needed some exposure.
The company needed Landing Pages to bring people to their doors, and they were willing to offer deals. After attempting Facebook offers, they realized that tracking the Facebook codes was nearly impossible. Their offers reached 136,541 people, only 600 offers were claimed, and the company only logged 32 individual purchase codes. This method’s reliance on customers and clerks reporting the codes made it difficult to track. On to the next one.
New Balance Chicago pivoted, creating a new Facebook ad campaign targeting different segments of the population based on location analytics. This time, instead of direct Facebook offers, with one click, an ad directed potential customers to a Landing Page that starkly resembled the national New Balance website. However, these sites did away with website navigation and online purchasing. They packed the page with information about the stores, imbedding Google Maps, adding phone numbers and hours, and promoting the human experience. Each Landing Page was also tailored towards its offer. Some people found themselves on the military discount Landing Page. Some parents ended up on the kid’s footwear discount Landing Page.
The company’s goal was to get more email sign ups and make more in-person sales. They accomplished both.
Within just two months, New Balance Chicago’s email list grew by over 10%. Discount hunters coughed up those emails, and the company increased its sales in its brick-and-mortar stores by over 200%. Oh, and it should be mentioned that they cut their spending in half by focusing their ad spend on website conversions instead of clicks.
Snickers: You can’t type when you’re hungry
By now Snickers’ “You’re not you when you’re hungry” advertisements are ingrained in everyone’s memory. Whoever pitched “Betty White on a football field” deserved a raise that instant.
In 2013, Snickers decided to tinker with their award-winning campaign, creating an SEO campaign targeting misspellings on Google! Ah yes, human error. They bought 25,000 commonly misspelled search terms, and slapped a paid search ad directing misspellers to youcantspellwhenyourehungry.com and tailored ads saying:
“Grab yourself a Snikkers” because “Yu cant spel properlie wen hungrie.”
It turns out people spell poorly in the post-typewriter era. The campaign reached 500,000 people within three days of launch.
Have a Cold? Buy a Kleenex
Remember an apple a day keeps the doctor away? Kleenex teamed up with Google and threw all those apples in the garbage. Now, a Google a day keeps the sickness away. We’re still brainstorming jokes, but we’re sticking with that one for now.
Kleenex realized that when people get sick, they resort to asking the internet before going to the doctor. Additionally, the common cold and flu spreads regionally. So, with the help of Mindshare’s search trend analysis, Kleenex was able to predict flu outbreaks in real time, targeting these flu-ridden regions with 96% of their UK media budget and increasing their total sales by 40% year-on-year in the first two months, adding an extra 432,499 boxes of tissues sold. How’s that for an apple a day?
Do your homework
The examples above show successful Landing Page - Search Synergy. These companies got in touch with their consumers’ behaviors and they were willing to spend some money to take calculated risk in order to gain traffic to their Landing Pages and increase profits. Your company can’t just settle on the same keywords as everyone else, and you do have to spend some money to make money. But, Landing Pages and digital marketing heavily rely on analytics and trends. Do your homework and it will pay off.
Research, Create, Analyze. Repeat.