According to Direct Marketing News, 63% of people say that brand consistency plays a role in their spending. In fact, 34% of respondents claim they’re willing to spend more on a brand that is consistent in its messaging across channels, and 39% of people say they spend less on inconsistent ones.
Brand marketing matters. Whether your target user is exploring your website, stumbling upon a post in their Facebook newsfeed after liking your page, or first exposed to your company in a Google search result, brand development maintains its importance throughout the customer journey.
Your website is an exploratory experience for potential customers in the consideration phase looking to learn more about your company or product as a whole. Landing pages, on the other hand, generate the most ROI when used as a natural extension of your digital advertising. When done correctly, these dedicated pages create a focused message aligned and personalized experience for a target audience with a single call to action.
Landing pages are not meant to replace your website, though. Your website is for people to learn more about your product in a generic way without addressing their specific needs, while a landing page is for someone to take action.
Among the fundamental differences between landing pages and a website is the act of conscious and direct personalization to create more context around a particular promotion. Landing pages also help illustrate the unique value proposition of your product at the moment someone first engages with your brand.
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
Legendary copywriter David Ogilvy defines a brand as “the intangible sum of a product’s attributes.” In the context of brand marketing, the attitude and voice of your brand are determined by the totality of experiences across all of your digital properties, including landing pages.
While it doesn’t need to be identical across the entire web; product branding needs to reflect core values of your company to manage perceptions, take ownership, and drive authority, trust, and evangelism.
The power behind personalized landing pages is tremendous. By giving every promotion it’s own landing page, you can articulate the unique value proposition of your product to the specific persona.
Most of the opportunities for personalization exist within the qualitative variables on each page such as text, images, video, and other creative assets.
Once you lock down your branding, there are some standard consistencies to use across all of your digital properties, including your personalized landing pages. These include:
Wouldn’t it be great if your target users discovered your high-value product through an ad, ended up on the subsequent landing page, purchased immediately, and become brand advocates forever?
Unfortunately, this is rarely the case.
WordStream reports that the median conversion rate of AdWords campaigns is 2.35%. However, even among the top ten percent of AdWords accounts with an 11% conversion rate; a one, two or three-touch customer journey from discovery to purchase is elusive, if it ever happens at all. Couple that with the fact that Salesforce states that it takes 6 to 8 touches to generate a viable sales lead and it can seem like it’s an impossible feat to close sales from PPC ads.
So how do you increase your chances of driving new sales from AdWords and PPC? Creating personalized landing pages consistent with your branding because they’re an excellent way to optimize your brand development throughout your customer's journey.
Regardless of the specific path, landing pages function as a centerpiece of brand development for users across all of your digital properties, while they move farther down the road to conversion. The intersection of brand marketing and landing pages is especially important because landing pages are the impetus for your target personas, segments, and customers to take action at every stage of the nurturing and onboarding process.
A tremendous part of your customer's journey takes place on personalized landing pages. Much of this lead nurturing also occurs within email marketing, in-app messaging, and other marketing automation.
According to Bop Design, 48% of consumers said that the most critical time to gain their loyalty is when they make their first purchase or begin service. In other words, your first interaction with a target persona is perhaps the most critical time to make a strong impression of your brand. To that point, it’s likely that the first exposure your personas have to your product is a landing page as a natural extension of a targeted piece of paid media.
Outbrain employs this on-brand ad on Facebook followed by a messaged-matched, on-brand landing page:
The very top of funnel interaction is often a multiple step process, providing additional opportunities for brand development with your target users.
Intercom offers an excellent example of an onboarding flow that reflects a consistent brand strategy. Starting out by searching “drip marketing," Intercom then uses a targeted ad followed by a personalized landing page to articulate the unique value proposition of their product:
Next, the branded conversion optimized signup page continues to mirror brand strategy including fonts, secondary colors, and a simple page layout:
And, finally the thank you page offers the last step in the top of funnel onboarding while maintaining a consistent brand experience:
Research by Forbes indicates that 5-7 brand impressions are necessary before someone will remember your brand, making a multi-step onboarding process especially effective. However, that same research shows the importance of a consistent brand development experience for your mid and bottom-funnel users.
When your target users have engaged with one of your digital properties without converting, landing pages as an extension of remarketing ads continue to develop brand recognition.
Uber has shown to use landing pages in at least five different ways. They are currently running retargeted Facebook and Display ads (below, respectively) recruiting drivers to their platform who didn’t convert on the first interaction. One hypothesis is that they didn’t convert only because they didn’t have access to a car:
These on-brand retargeting ads continue to reinforce brand identity with the subsequent landing page as an extension of the ads:
In addition to your top of funnel and mid-funnel digital advertising, landing pages continue to function as a vehicle for brand development across other acquisition channels, especially email.
There are almost 11x more B2B businesses using automation tools today than there were in 2011 and 61% of marketers say email is their most effective channel. It’s also an important part of brand strategy whether the recipient is a paying customer or still in the middle of the marketing funnel.
Zenefits provides an excellent example of brand development through email marketing that applies to mid and bottom-funnel customers.
This email promotes a Zenefits sponsored conference:
The on-brand landing page that follows articulates the personalized value proposition of this conference to an audience that already has indicated interest in the product:
The Zenefits branding in the thank you page even goes beyond the core of the Zenefits product to also maintain consistent branding of this conference as a granular component of a larger brand strategy, including the conference logo itself.
By incorporating your brand strategy into your landing pages, it will be easier for your users to evangelize the product. Much of this can be accomplished by email and marketing automation in the form of a newsletter, product update, or offer for existing users such as an affiliate or referral code.
Lyft employs email automation with a referral incentive for their existing users:
The call-to-action in the email then leads to this ultra simple, on-brand landing page to continue solidifying brand development with their paying customers and subsequently, the new top of funnel users that sign up as a result of referrals:
Actively and consciously engaging in brand development throughout your customer’s journey — from first touch to loyalty and evangelism — requires consistency.
Frequently, the actions your personas take throughout your nurturing campaigns and onboarding results from the CTAs on any given landing page.
As they take action, the branding consistency will make it increasingly easier for your loyal customers to evangelize your product and for you to take ownership of the space.
The brand experience, landing pages, and customer journey — from interest to evangelism — go hand in hand. Get started today and make your landing pages more personalized to your audience and their customer journey while maintaining brand consistency.