It’s All About the Journey: Using Advertising Landing Pages to Nurture Customers

It’s All About the Journey: Using Advertising Landing Pages to Nurture Customers

Last updated on by Brandon Weaver in Conversion Optimization, Landing Page Examples


Like a rose is a rose is a rose, your brand is your brand is your brand.

Think of it like this. Your brand is like a delicate flower. It is something you’ve cared for, cultivated, and grown into an entity that represents everything you, your team, and company wishes to share with the world.

That’s why you’re proud of your brand, and why it’s upsetting when it goes unnoticed.

There are many ways to draw attention to your brand and one of the best is to utilize landing pages.

Landing pages make a lasting first impression and are ideally suited to creating powerful, personalized ads that fully convey all the awesomeness that is your brand.

An advertising landing page politely ushers your potential customers the duration of the customer journey, so it’s crucial to recognize that every promotion or ad needs its own landing page. In this post, we’re going to examine how good advertising landing pages move potential customers through each step of the buying cycle and help your brand get the attention you know it deserves.

What is an advertising landing page?

An advertising landing page is a standalone web page that visitors are brought to from various forms of advertising channels. Advertising landing pages are designed to convince visitors to convert on a specific offer (to buy a product, download an ebook, register for a webinar, etc.) by using persuasive elements like compelling headlines, benefit-oriented copy, engaging media, and customer testimonials.

Advertising landing pages can, and should, be utilized throughout the marketing funnel to make the buyer’s journey meaningful and effective.

How are brands using advertising landing pages at each stage of the buyer’s journey?

Brands are using advertising landing pages at each stage of the marketing funnel to optimize the buyer’s journey. This practice provides brands with the ability to raise brand awareness, drive traffic, and increase sales.

Take a look below at how content fits into the buyer’s journey at each stage. These are not exclusive to their respective stage, but are often bucketed this way:

this image shows the buyer journey that you can use for promoting your advertising landing page

Let’s briefly review each stage of the marketing funnel, and examine how brands are using advertising landing pages to achieve success throughout the buyer’s journey. We’ll also discuss elements that should be A/B tested in order to potentially achieve better results.

(Keep in mind, for shorter pages, we’ve shown the entire page. However, for longer pages, we only displayed above the fold. You may need to click through to each page to see some of the points we discuss. Also, some brands may be A/B tested their page with an alternate version than is displayed below.)

In the awareness stage

The awareness stage is the beginning of the buyer’s journey; before someone knows anything about your brand. The prospect knows that they have an issue, and that the issue needs a solution but they don’t have any idea how they’re going to solve the issue.

In the awareness stage, landing page advertising is typically for educational, editorial, and expert content, analyst and research reports, tip lists, ebooks, white papers, and blog subscriptions.

Bold360

Bold360 is one brand that uses an advertising landing page in the awareness stage of the buyer’s journey. The following AdWords ad and landing page was found by searching the term “improve user experience” and is used to generate playbook downloads:

this image shows the google search for Bold360's advertising landing page

this image shows Bold360's advertising landing page

What the page does well:

What could be changed or A/B tested:

Too much variation in font style, size, and color makes the page look messy and difficult to comprehend.

Akamai

Akamai uses this AdWords ad and landing page (found by searching the phrase “page speed issues”) in the awareness stage of the buyer’s journey to generate free report downloads:

this image shows the AdWords ad for the Akamai advertising landing page

this image shows Akamai's advertising landing page

What the page does well:

What could be changed or A/B tested:

(For more information how to use landing pages at the top of the marketing funnel, check out our guide.)
top of funnel landing pages

In the consideration stage

The consideration stage is where the prospect begins to research all of his or her available solutions in the marketplace, and they have identified your company as a possible solution to their problem. As the prospect’s research becomes more in depth, he or she learns more about your knowledge, professionalism, authority, and trustworthiness and they are able to narrow down their list of potential choices.

Advertising landing pages in the consideration stage offer content like webinars, free samples, guides, webcasts, and podcasts.

LinkedIn

Here is a LinkedIn PPC ad discovered by searching “marketing software guide”:

This image shows the ad for LinkdIn's advertising landing page

Upon clicking the ad, I was brought to this landing page that LinkedIn uses in their consideration stage to persuade prospects to download their B2B Marketing Guide:

this image shows LinkdIn's advertising landing page

What the page does well:

What could be changed or A/B tested:

ReadyTalk

Upon conducting a Google search for the phrase “content marketing webinar,” I came across this AdWords ad and landing page from ReadyTalk, encouraging prospects to sign up for their webinar:

this image shows the ad for ReadyTalk's advertising landing page

This image shows ReadyTalk's advertising landing page

What the page does well:

What could be changed or A/B tested:

In the decision stage

The decision stage is what it all boils down to; where customers are made or prospects are lost. Up until this point of the buyer’s journey, your lead has been creating a list of potential brands to use as the solution to their problem – and now it’s time for them to make their decision based on what they’ve learned about you so far.

During this make-or-break stage, advertising landing page offers include trials, demos, consultations, quotes, coupons, and vendor/product comparisons.

Falcon

Google isn’t the only advertising channel used to send prospects to landing pages. Here is a Sponsored Post on Facebook that Falcon uses to drive traffic to their landing page offering a demo:

This image shows the ad for Falcon's advertising landing page

This image shows Falcon's advertising landing page

What the page does well:

What could be changed or A/B tested:

Missouri Table & Chair

This is a Promoted Post on LinkedIn from Missouri Table & Chair:

This image shows Missouri Table & Chair's advertising landing page

This image shows Missouri Table and Chair's advertising landing page

When prospects click on the Promoted Post, they are directed to this advertising landing page that the company uses in the decision stage of the buyer’s journey to encourage visitors to sign up for a free consultation:

What the page does well:

What could be changed or A/B tested:

How will you use advertising landing pages?

Which of these brands’ landing pages inspired you? How will you be using landing page advertising? No matter what your offers are for, it’s time to begin using advertising landing pages during all stages of your buyer’s journey.

By creating those landing pages with Instapage, you’ll have access to our fully customizable templates and designer-friendly software, allowing you to create professional landing pages in just minutes.

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