When it comes to online content, websites, and marketing, there’s a lot to learn!
Industry experts seem to toss around an endless amount of buzzwords like “search engine optimization”, “content marketing”, and more.
This can be downright confusing for entrepreneurs or business owners who might be new to some of these innovative and effective marketing practices. However, we’re here to tell you about one of the most important aspects of online marketing and lead generation that many newcomers often don’t understand called landing pages!
What is a Landing Page, anyway?
To understand the importance of a landing page, it is essential to understand what exactly a landing page is according to today’s online marketing requirements.
Many people still understand a landing page to simply be a website’s homepage. However, that is now an outdated definition. A landing page now refers to any website page that is indexed on a search engine and is accessible by clicking on a hyperlink that is located on another webpage.
Landing pages are more than just informational. They serve a much greater purpose than simply directing internet users around a site, as they once did back when the internet was new. Now landing pages play a major role in marketing plans and sales initiatives by converting leads and connecting potential consumers with salespeople. In today’s digital marketing landscape, landing pages should be designed to capture website traffic and/or prompt internet users to take a specific action.
There are many different kinds of landing pages that can grow your business, including…
Free Content Page
Chances are that there is helpful information that you could share with consumers who might be interested in your services that wouldn’t preclude them purchasing a product or package from your company. With relatively little time and effort, you and your team could whip up a downloadable course, guide, or ebook to provide valuable information to hungry customers. Those very same consumers are likely searching online for the information that you could very easily provide. Creating a landing page that is specifically crafted to capture traffic off of those internet searches where you provide free content would be an example of a free content landing page. The advantage of a free content landing page is two-fold; not only is your landing page attracting users who are specifically in need of your services or products but now they are grateful for the free information that you’ve provided to help them.
Your company website can be a great tool for building a large email list for launching email marketing campaigns, keeping customers up to date with newsletters, and more.
Email marketing is actually a super effective way to close a sale and convert leads into paying customers. One of the major ways that online marketers manage to gather large lists of quality leads is by using opt-in landing pages. An opt-in landing page is a webpage that is specifically designed to get site visitors to sign up or “opt-in” to an email list. Many times opt-in landing pages offer site visitors some in exchange for their contact information like a coupon, gift card, or free content. However, you should keep in mind that an opt-in page should not be created without a plan in mind. Once you’ve convinced someone to opt-in to your subscription content you want to make sure they do not unsubscribe so it is important to provide them with quality content on schedule.
Blog Post Page
Technically, each blog post you create for your blog is a landing page that could attract a potential customer. A blog post meets all of our criteria for a landing page in today’s marketing landscape as it is indexed on search engines and accessible via a hyperlink.
Now, just because a blog post is technically a landing page does not mean it will be a lead generating machine. If you want all of your blog posts to do the work of the other types of landing pages mentioned in this post, you will need to add a few extra goodies. For instance, a good lead generating blog post landing page will have a place where visitors can subscribe to your blog (i.e. add themselves to your email list). You’ll also want to be sure that there are clear avenues to explore other parts of your site via your header and footer. Adding a few links throughout your blog post to key site pages would also be a great idea. Last, but certainly not least, you should give the blog post reader some quality content and a call to action.
PPC Campaign Page
A pay per click (PPC) campaign involves an advertiser creating an ad that is displayed online. Each time an Internet user clicks the ad, the advertiser is charged a fee.
You’ve probably seen these PPC ads many times at the top of a Google search or on the side of your Facebook newsfeed with the word “Ad” or “Sponsored” next to the advertisement. When you first saw these advertisements you likely assumed they just took you straight to a site’s homepage. However, smart PPC advertisers know better than to waste their money sending potential customers to a general landing page without a specific purpose. This is where PPC campaign landing pages come in handy. When a PPC expert creates an advertisement, they also create a landing page with the sole purpose of converting the “clicker” into a customer. Generally, PPC landing pages are designed with call-to-action (CTA) language, imagery, and subscription boxes.
Welcome Home Page
If a social media campaign is successful, potential customers should end up landing on your website. Afterall, a website should be specifically designed to convert leads into customers. But what page should your social media link new site users to when they first visit? This is where a “welcome home” landing page comes in handy.
A site visitor who finds their way to your website from your Facebook, Twitter, or Instagram profile might need a different introduction to your product or service than someone who was directed there by a detailed blog post. Customizing the experience for each user so that they are comfortable on your site will go a long way toward creating a loyal customer. Fill up a welcome home landing page with information about your company, what value you provide, as well as some call to action language to let the potential customer know what it is you expect from them. Build a long-term relationship with a welcome home landing page.
Final Thoughts on Landing Pages
Landing pages are an essential tool for today’s marketer. If you are not currently putting landing pages to use for your business, you should seriously consider implementing some landing page strategy.
Landing pages can act as a silent salesperson for your business. There are many different types of landing pages that can be used alongside other online marketing tools like social media. It is likely that a combination of several different types of landing pages including some of the ones discussed in this post would work best for your business. However, what is most important when creating effective landing pages is understanding your purpose and planning ahead. If you have a robust website and landing page strategy in place for your business then you should start to see a large increase in leads!