Ten years ago it was a bonus if a business had a website, but today it’s an absolute must. Websites have become so easy and inexpensive to produce. Web development is no longer shrouded under a veil of mystery. It’s a large industry and there are a lot of resources out there for every size business. Everyone has a website, people, businesses, products and politicians. So it comes as no surprise that even your marketing is in need of a website too.
One of biggest mistakes in online advertising (such as Pay Per Click) is driving your leads to your website’s homepage. The exact same rule applies to off-line marketing. You have to walk your leads right to the information they want, or you promised them. The best way to do this is to give your marketing campaigns its own website, i.e. landing pages.
Many of our clients have begun to realize the benefits of creating special landing pages to accompany their high-impact direct mail. Most of the landing pages we design are PURLs or Personalized URL’s. The direct mail and email components of a campaign will invite users to visit their PURL to get more information, sign up for something, or introduce them to a product or service. The PURL’s offer a personal experience for the end user and allow clients to deliver relevant content to each of their prospects.
PURL’s and landing pages also give the marketer the ability to truly measure the effectiveness of a campaign. Instead of waiting for a response via traditional methods (phone calls or BRCs) marketers get instant feedback from their campaigns. Furthermore, leads are delivered electronically making follow up easier.
There are plenty of companies out there that setup PURLs and landing pages. But you may not have known that Structural Graphics can provide this service as well. Not only that, but since our designers work closely with the folks that are designing your high-impact direct mail campaign, you can work with one contact who will make sure your direct mail, emails and landing pages all share the same design. You’ll get a truly integrated campaign that comes to life under one roof. Well, we have several roofs throughout the country, but a lot of the magic happens here in Essex, CT.
Click here to see a recent Integrated Campaign case study.
