As you immerse yourself in the world of digital marketing, you are likely to encounter new vocabulary and set of concepts. If you have not already done so, you probably have questions about how to fit the landing pages (or "static page") in your digital marketing strategy. Developing a landing page sounds like a simple task, and it can be. But we want to emphasize that these pages are of vital importance to lead the conversion.
What is a landing page?
A landing page is any web page that a consumer can land on. But in the marketing arena, it is generally a separate page, distinct from your home page or any other page, that has a unique and specific purpose. A landing page is a follow-up to any promises you have made on your content. Essentially, it is the next step for a visitor to become a customer. Your landing page allows you to make an exchange, some type of special offer, information, or a deal, in exchange for providing contact information.
You can click on the landing pages, leading to another page as your e-commerce site or generating leads. The landing pages of the main generation usually offer items such as an eBook, a free trial, an entry into a contest, or registering a web seminar exchange for contact information. A good landing page will do its job by convincing a potential customer that it is worth providing personal data in exchange for what you have to offer. The landing pages can be found through a general search or the website of your company, increasing the likelihood of a prospective customer ending there.
It is not necessary to have only one landing page, or even only one landing page at a time. Marketers would probably suggest that you maintain multiple landing pages, targeting segmenting customer groups.
Why use landing pages?
You have done a great job building your brand and creating a website that represents it. Now you have to make sure that all that hard work translates into sales. If you're looking for an effective lead conversion tool, landing pages are definitely the way to go.
A landing page is a great way to drive traffic, improve your SEO, and help build your brand. Approximately 68% of B2B companies use landing pages to generate leads for future conversions. Fortunately for you, 44% of these clicks go to landing pages, which, as we'll see, is not a good strategy. The landing pages lead customers to a product, service, or specific offer and encourage them to take action. This is your possibility to create progress and build your client’s goal.
If landing pages are so valuable, why don't all businesses use them? Well, there is a misconception that they are challenging to create and maintain. Fortunately, that is not true. Creating an effective landing page is less about gloss and more about getting the consumer what they are looking for.
What makes a good landing page?
First of all, your home page should not be your landing page. You need to send prospects to a page that allows them to take advantage of any special offers you have promised them. Since these are tied to a specific thing, there is a better chance of attracting attention to your landing pages for a longer period of time. Good landing pages do several things:
- They focus on the offer, not the company. Your future customers are clicking for a reason, and beating them by not giving them what you promised won't make a good first impression. Now is not the time to give a detailed history of your company. This does not mean that the landing page should not be linked to your company's brand. Just the opposite. They should serve a separate function, but it should still be an extension of your brand.
- They are focused and free from distractions. The content of your landing page should have the ultimate goal of getting the user what they want while completing the sign-up process.
- The forms should not be intimidating. Long forms can be daunting for visitors and can encourage them to move on, rather than taking advantage of any opportunity you offer. If you just can't shorten your form, break it down into steps and let the user see exactly where they are in the process. For example, listing your name and address may be step one of four.
- They speak to a specific audience. Segmenting your customer base helps you target specific consumers through personalized campaigns. If you have a foundation that is based on a particular offer, such as an ebook or a discount, your landing page can serve as a built-in targeting device, allowing you to effectively nurture these prospects in the future.
- They collect specific information about your prospects. Speaking of specific audiences, even if you attract the right audience, they can't be converted if you don't collect the right information. Demographic data collection should include more than just a name and email address. It should also give you an idea of why a person clicked and what their long-term connection to your business might be.
- They provide a home to their specials. Unless they are linked to landing pages, your online specials will do nothing to benefit your business. Landing page creation provides a place for your offers to reside.
- Give a thank you. Your landing page should always be followed with a thank you. This is not only polite, but it also assures the consumer that they have completed the registration process.
- They allow users to access other marketing channels. The customer likes what you just offered. You can now provide links to other offers, your social media profiles, or an email list to subscribe.
There is no question about it, we are certainly living in a digitally connected world. Boldly moving forward with a digital marketing campaign can easily be one of the best investments you make for your business. This is a smart move and will benefit both you and your customers when you create your digital marketing toolbox with landing pages.
If you want to learn more about the importance of landing pages for marketing or if you want to get in touch with an expert who can improve your landing page strategy, you can join with JOCIAL. They can help you with different marketing strategies and knowledge trending in the marketing field.