We all send out 100’s of emails from our business every
week if not every day. Each one of these emails is a touch point with
your market be it direct or indirect.&...
This is the use of landing pages for driving your sales funnel has been much maligned and abuse but don't let this leave you feeling that it is not worthy of your attention. Landing pages well-designed can be very effective for businesses in creating new sales leads and sales opportunities.
Unfortunately, the lack of faith in these pages is a Web marketing tool stems from the abuse made of them by affiliate marketers. We all know the ones on talking about. These pages are full of promises, testimonials and added bonuses that run longer than an Easter sermon. And less not forget the clincher, at the end of today a special price being offered.
a) LEAD GEN - These are pages that have won objectives stop to capture sales leads from a highly targeted audience.
b) CLICK THRU- These pages further qualify a target market leading them to a broader information content area within a website that is usually focused on a specific product or service.
Before getting into the detail of the way in which you can construct and use these landing pages, it is worth understanding why they are still a very valid and powerful digital marketing technique.
We all have a website and in that site we set out to establish who we are, what we do and why we are so good at what we do in such a way that anyone visiting will be anxious to offer you their business. Simple right? Well not always. The problem is that in order to cover all this information we have to be rather general in many cases will stop being general makes it more difficult to optimise content of the search engines. Now I know that my statement is somewhat simplifying SEO but I want to keep this simple purposely.
Many businesses have leading products or services for which they can find points of distinction. If these are core to your business then there is an opportunity to run landing pages. By their very nature, landing pages are much targeted in their content focused generally on a single point of perspective. They are also targeted a very distinct market sector.
This however, is only half the story. The critical aspect is that your business is likely to be running some form of marketing, both digital and traditional.
Now if you are then directing the audience of that marketing through the various channels available is a more powerful to direct them to general pages in your site or instead, to landing pages designed around the needs of your target market?
Of course the latter is a more effective solution. The direct message to your target market, you have in view your landing page that has been designed to grab their attention as it is all about them and their needs. You then seek some form of action from stop this could be requesting their contact details or it could lead them to another page to further sway their minds.
Each landing page philosophy uses a slightly different psychological approach that both work from a common context.
Invariably you create the different landing pages based on your own objectives stop you will also create many of them because each will be aligned to a different market/product segment. Each of these should convey their own value proposition.
Sounds like a lot of hard work? Well not really. It does require a strategic and planned approach to your marketing that there are some shortcuts and smart marketers. There are certainly some efficiencies to be realised.
Our next article is going to look at the elements that should go into the design and creation of your landing pages and how you can make practical use of them.