This week I had multiple discussions with business owners about using their website as their marketing engine and ensuring that they create independent landing pages. Independent landing pages are web pages not connected to your high level navigation menu.
I call them “floating landing pages.” In this way the business owner can track the success of marketing campaigns whether it is a traditional marketing campaign such as advertising in a paper publication or a digital marketing campaign such as email marketing. Putting the URL of the floating landing page in the campaign’s marketing materials and using google analytics, the business owner can track who actively participated in the campaign.
Since the only way to get to the floating landing page is by seeing its URL in the campaign’s published materials, the business owner can see how many people clicked to the landing page with the google analytics landing page click count.