Guest post by Grace Murphy.

The two most common objectives for digital marketing campaigns (and B2B marketing in general) are brand awareness and lead generation.

Lead generation is, of course, the process of enticing prospective customers to provide you with their contact information so that you can contact them directly and stay in touch with them, a.k.a. driving conversions. This is most commonly accomplished by offering something of value in exchange, such as an ebook, event registration, contest entry, an assessment, checklist, or the results from using an online tool.

With organic search, that prospective customer may land on almost page of your website, depending on what they searched for. But when you’re running a Google Ads campaign or social media ad—that is, when you are actually paying directly to drive traffic to your website—you’ll want the user to hit a specific landing page.

The goal of that landing page is to: [Read more…]