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The New Rules of Lead Generation by David T. Scott

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A Look at Landing Pages

A landing page is the page on your website that potential customers see when they click on the link provided by your online ad or e-mail promotion. Landing pages are not, by themselves, a primary marketing tactic, but they are an essential companion piece to online lead-generation tactics.

Landing pages are used with all three forms of online lead-generation advertising—search engine ads, display ads, and social media ads. They are also used with e-mail advertising. In addition, landing pages can be used as a marketing tool with direct mail packages, and sometimes with cold calling.

The purpose of a landing page is to reinforce the ideas or offer you present to potential customers in your online ad, marketing e-mail, or ...

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