Online marketers have used the term “landing page” for many years to describe a sales tactic focused on getting people to take one, specific action. Today, landing pages have simply become a required element in the marketing toolbox for every imaginable business, including local brick and mortar types.
A landing page is just the page people land on because an ad or email directed them to that specific page as opposed to your site’s homepage. Effective landing pages make it very clear what a visitor is going to get from a page and how to get it. That’s it plain and simple.
Do you want to improve your lead generation efforts? Would you like a full pipeline of qualified leads? Sure you would!
The problem is many companies spend most of their budgets on things that drive massive amounts of traffic to their sites, like PPC ads, social media and email marketing. This is great, but what happens with visitors click on an ad or link in an email? If they land on the company homepage, you’ve already failed.
With so much investment in traffic, many forget the second part of lead generation – conversions. That’s where landing pages come in. They help convert more traffic into qualified leads.
With a single focus on converting visitors into leads, landing pages are all about positive ROI. Every time I talk to a company and see their conversions are low, I always see how they’re trying to convert the traffic. Usually, landing pages make all the difference.
For some, their landing pages need improvement, but that’s for another post.
Instead, let’s look at why landing pages are important to improving lead generation efforts.
6 Reasons You Need Landing Pages :
Still not convinced that landing pages can make your marketing and lead generation efforts more effective? Here are 6 more compelling reasons:
1) Easily Generate Leads!
If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website. As we mentioned earlier, 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 sales team.
2) Give Your Offers a Place to Live :
Marketing offers and landing pages go hand in hand. Just think back to our painting business example. 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 in 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.
Of course, there are many other tips and best practices that are important to maximizing the success of a landing page but at having a good looking and easy to use one will go a long way. If you’ve never considered what good landing pages could do for your website, today is the time to do so. The importance of internet presence continues to grow so make sure that you aren’t left behind when more and more companies, individuals, and organizations make investments into their landing pages.
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