Your landing pages are the backbone of your digital advertising, and just like your central nervous system, a good landing page can handle the incoming stimuli/traffic from a variety of sources.
The nervous system receives stimuli from countless sources, that’s just one of the reasons it’s so good at keeping us alive and well. For a landing page, incoming traffic/stimuli generally comes from paid search, social media, and email marketing. That’s nowhere near countless.
Landing pages and their associated campaigns are capable of receiving ample and varied stimulation. That’s why we suggest you sometimes augment your digital marketing with a little non-traditional advertising.
There are all kinds of less conventional methods to lure traffic to your landing pages. Some border on the wacky, some may be a tad pricey, but they’re all far from ordinary.
7 uncommon ways of generating landing page traffic
Stay with us here because this happened, and it occurred during one of the world’s biggest marketing conferences.
During the 2015 Dreamforce conference, attendees (and all of downtown San Francisco) were surprised and amused to see a team of five airplanes writing, “Zoho.com/outsmart” and “#Outsmart Einstein. Zoho CRM” in the sky:
To the casual onlooker, it was confusing and didn’t seem like much. But for anyone who visited the URL, they saw the full story with this landing page (click through to view the whole page):
It was a direct attack by Zoho, one of Salesforce’s competitors in an attempt to hijack attention away from the heavily attended conference and the Salesforce platform. We’re all for executing clever guerilla marketing campaigns like this, but be careful when attacking the competition.
Another part of what made the Zoho stunt so effective was that the URL was kept short so people could easily remember it and type it in their phone. Had the URL been difficult to remember or too long, they probably wouldn’t have had nearly as many landing page visitors.
Maybe a paying for a squadron of skywriters is beyond your budget, but this high-flying example demonstrates that the sky is not the limit when it comes to finding unique ways of driving traffic to your landing pages.
Whether you’re exhibiting at a tradeshow, or even hosting an event of your own, there are many ways to advertise and drive traffic to your landing pages at events.
One way to drive landing page traffic at an event is to simply have a sign at your booth that displays the URL to your landing page. You’ll want this URL to be short so that it’s easy for visitors to enter it on their phone, or even remember if they have to. Also, be sure to include something on the sign that makes people want to visit your site, such as a contest, a discount code, or giveaway.
Place an ad inside the event program
Typically, all attendees receive a program with their event pass, making it likely that your URL will hit the majority of guests’ eyes at one point or another. And since most tradeshows or networking events have a program that details the schedule and list of exhibitors, try buying ad space in the pamphlet (or the digital version of the event program). Even though guests get to bring the programs home with them, it’s still a good idea to make the URL short and catchy (and with a persuasive offer), since most people probably won’t end up reading the program once they leave the event.
Hand out free swag
Since event guests will be going home with whatever free swag you hand out — pens, tote bags, coasters, stress balls, frisbees, etc. — this is a great opportunity for brands to spread the visibility of the URL. Again, it’s important to keep URLs short and memorable so that when other people spot the URL (e.g., someone walking around with the tote bag containing your URL), they can easily type it into their phone or remember it if they have to.
Ask people to sign up
First, you’ll have to figure out what it is you want to offer to your visitors, whether it be a coupon, a weekly newsletter, or something similar that they’d be interested in. Keep a clipboard, notebook, or tablet with you, and ask every person you speak with to sign up for your offer when they visit your booth.
3. Posters and billboards
Posters and billboards are another excellent way to advertise and get your landing page URL out there to the public. Here is one poster from the healthy food meal delivery company, HelloFresh, that was advertised on the infamous B.A.R.T. train in San Francisco:
It’s a great ad for a few reasons. First, consider where this ad is placed — public transit — an audience of people who probably don’t drive that much. Therefore, they may not get around town to purchase groceries very often. So including the copy, “Get delicious recipes with fresh ingredients delivered to your door,” uses the convenience factor and likely speaks closely to the people on the train.
Second, San Francisco is known for being a very food-conscious city, so this healthy food ad had a better chance of catching people’s attention on the San Francisco train.
Third, the URL is short and very easy for viewers to type into their phones, write down, or even remember while they’re on the go. Here is the landing page that it leads to (click through to view the whole page):
The ad isn’t the only effective component to take note of here. Also, notice:
- How the ad does a great job of message matching with the landing page, which is important because visitors always expect to see the same offer on the landing page as the ad.
- The $20 discount promotion is continued on the landing page
- The fresh food and eye-catching visuals on the landing page
- The box of healthy meal ingredients helps entice people to redeem the offer
- The arrow visual cues direct people to scroll below the fold to learn how HelloFresh operates, and why the brand is so well-liked
- The testimonials with pictures of prepared meals shows prospects what the end result can be when they choose HelloFresh for healthy home-cooked meals
So, while posters are great for generating landing page traffic, it’s equally important that the ad and the landing page are closely connected to get the job done.
4. Press releases
Because press releases have the capability to reach a large amount of people, they are a great tactic for driving landing page traffic. Once your press release is drafted, simply add your landing page URL anywhere that's relevant within the content of the press release.
In this case, the landing page URL doesn’t have to be short or incredibly easy to remember, because most people nowadays read press releases digitally. All they have to do is click the hyperlink to get to the landing page.
5. Radio ads
Whether it’s traditional radio, or streaming music from Pandora, Spotify, iHeartRadio, or TuneIn; radio ads often contain web addresses at the end of them, making them an ideal method for directing traffic to landing pages.
If brands choose to advertise via traditional radio, the landing page URL would need to be extremely short and have a catchy jingle to it so they can easily remember it. Conversely, if brands choose to advertise on streaming music channels, and users are on their mobile device, there is a chance they could just click on the ad. In this case, the length of the URL is irrelevant because the ad is hyperlinked to your landing page.
While writing this article, I was listening to Pandora when this Geico ad popped up:
Feeling intrigued, I clicked the ad, which brought me to this landing page:
Just minutes later, I heard and saw this ad for Northeastern University D’Amore-McKim School of Business:
Upon clicking the ad, I found that it linked to another landing page:
These two examples prove that companies from different industries are not only using landing pages to promote their offers. They’re also using alternate methods to generate traffic to their pages — and that traditional advertising methods can be successful with landing page lead generation.
6. Quora and Reddit
Participating in niche online communities is next on our list of unique ways to generate landing page traffic. Giving detailed and helpful responses on subreddits that have to do with your expertise, as well as sharing your own posts and mini-articles on these sites, can be another effective way to grow traffic.
Having a strong, thoughtful presence on Quora, Reddit, and other social networks like LinkedIn and Facebook can help brands to build a reputation around their businesses. At the same time, it’s important that they don’t become too pushy or spammy since the main idea of these forums is to be educational and helpful — not promotional.
To do this effectively, try finding posts about your brand or industry and link to an appropriate landing page relevant to the discussion. We’ve done this on Quora, but only after providing a helpful response to the question being asked. Go here to see our full reply to a question about “how to make your landing page visible” (and our landing page link at the end).
7. Business cards
It’s important to keep in mind that what you put on your business card could be the difference between losing a prospect and gaining a lifelong customer. So how do you make sure that the latter is what your business card is accomplishing?
By offering recipients something they want and providing them with a way to get it. Simply place your URL at the bottom or the back of your card, and be sure to keep it short, intriguing, and easy to type so that you have a higher chance of luring people in.
Be creative with your landing page traffic
Which landing page traffic method did you find most surprising? Do you have any lead generating tactics you’d like to share? Feel free to post them in the comments below.
Hopefully with the examples above you understand that landing page traffic does not have to depend on the obvious routes of paid search, email marketing campaigns, or social media posts. Those can only get you so much traffic. What is important to remember is to always think of new ways to get your audience to the page.
Whichever methods you decide on, make sure you’re creating a great first impression with prospects by creating a fully optimized landing page created with Instapage. You’ll be sure to enjoy 100% customization from our designer-friendly software.