If you’ve been marketing online for long, you may have thrown your hat (and wallet) in the ring of advertising options, such as Google ads, Facebook ads, or other platforms. If you didn’t receive the outcomes you were hoping for, there are a number of reasons for your low results. A few of the reasons we have come across are:
- Budget not aligning with your expectations (Hoping to get a Lamborghini on a Volvo budget).
- Incorrect audience creation targeting the wrong people.
- Uninteresting and unengaging copy or graphical representation.
- No real call to action.
- Asking your viewer to do too much.
- No true sales funnel to send them from your ad to your doorstep.
While last on the list, the biggest issue we have found that causes the largest amount of failure, is the lack of sales funnel. It doesn’t matter how good your ad is, without a solid sales funnel that starts with a killer well-crafted landing page, you will be hard pressed to fill up the funnel the way that you want to.
What is a Landing Page?
A landing page is a web page that is built for a specific purpose, such as obtaining lead contact information or getting signups for an event. A good landing page is well written, highly targeted for a specific audience, and typically will use a lead magnet in exchange for the contact information. It’s a great way to share valuable information such as an eBook, a webinar, or other downloadable content with your potential customers.
Let’s make something clear before we continue. A landing page is NOT your home page. A landing page is NOT your contact page. This is the biggest mistake we see companies making and while your home page may be informational and visually appealing, it typically isn’t designed to capture lead information and has more than just one single concept happening. A home or contact page just simply isn’t designed to convert website visitors into qualified leads.
Tailor Landing Pages to Offers and Audiences
Think about who your ideal target market is. Consider their demographics, geographic locations, likes, and needs. Then target these people through social media. When targeting, talk to your audience in their language, and show that you understand what they want and need. Solidify your success with a landing page that further explains the benefits of your product, why they need it and how to get it.
Six Reasons You Need to Utilize Landing Pages
1) Easily Generate Leads: If you could do one thing right now that would drastically improve your lead generation efforts, it would be to use landing pages on your website. Far too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away. You could capture these leads at a much higher rate simply by sending them to targeted landing pages. Landing pages provide a very easy way to generate leads for your sales team that you can then easily segment, nurture, or distribute to your entire team.
2) Give Your Offers a Place to Live: Marketing offers and landing pages go hand in hand. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts. The idea is to require your website visitors to ‘pay’ you in contact information for something valuable like an offer, and your landing page is the collections tool.
3) Collect Demographic Information About Your Prospects: Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.
4) Understand Which Prospects Are More Engaged: Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads’ behaviors and activities on your website, which your sales team can use in the sales process.
5) Provide Fuel for Other Marketing Channels: A successful inbound marketing strategy relies on content — and lots of it. Landing pages are a great addition to any marketer’s content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to PPC ads, and get found in organic search.
6) Offer Insights into the Effectiveness of Your Marketing Offers: Every time you create a landing page, you’re creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages, you can collect a lot of insight into your marketing performance, such as how your various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more. This gives you powerful insight that can help you optimize and improve your marketing.
Bonus tip – You need a good call to action!
A landing page is as good as its ability to convert site traffic into leads or sales. Without this ability, a landing page is practically useless. A good call to action should be an integrated part when optimizing your targeted landing page, clearly specifying what you would like your visitors to take as a next step. If the visitor finds these things confusing or much effort at all, they will most likely leave and you lose this very precious opportunity for conversion.
Conversion that drives lead generation or sales is the goal for conducting digital marketing in the first place – and your optimized landing page sits smack right in the middle of all this.
What are you waiting for? Get in touch, and we can help you create and optimize your targeted landing pages now so you can start converting more customers!
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