A Few Benefits Of Landing Pages

There are many benefits landing pages provide to businesses, but their main aim is to encourage conversions. Any action completed by a current or potential customer that encourages the growth of your business is a conversion, like joining your email list, buying your products or services or downloading some kind of content material. However, in most cases, people don’t engage instantly when they are presented with a conversion action, particularly if they need to provide their contact details or make a purchase.

Landing pages provide extra details and focused direction that encourage conversions, which will usually convert visitors into customers. In this post, we will look at the best way to use landing pages on your blogs, in email marketing and on social media.

The Best Way to Use Landing Pages on Your Business Blog

Increase Blog Subscribers

A subscription list is a great way to promote your business blog, which allows readers to stay updated on your most recent posts. A landing page is useful in this situation to encourage more sign-ups. When visitors click on a call to action to enroll, send them to a landing page that will make it clear what they will be getting when they sign up and give them more details on the purpose of the blog and how they will benefit from signing up.

Collect Data on Your Target Market

Once people sign up on your blog’s landing page, now is a good time to ask them what they are looking for or are interested in. That way, you can custom make your content to your audience. Some questions you might ask, “What is your biggest hurdle right now?” or “Is there a topic you want to learn more about?” Minimizing the number of actions visitors have to take on a landing page is a good practice; however, this one extra form field provides very valuable data to your business.

Be as User-Friendly as Possible

An additional great use of landing pages for a small business blog is to make your visitors feel welcome. Always welcome subscribers and first-time visitors and let them know exactly how to take advantage of your blog, the best way to give feedback and how they can have their input on new topic ideas. This shows that you are focused on serving their needs, produce a user experience that is positive and to give your business a more personal touch. Give them the option to share your blog on social media networks, which gets your business blog in front of even more potential customers.

The Best Way to Use Landing Pages for Email Marketing

Minimize the Concern for Visitors to Enroll

There are a number of way and places where you could encourage visitors to enroll in your email list. It could be on the homepage of your business website, on your blog or perhaps in posts on social media. Your landing page should let people know exactly what they will get for enrolling.

The landing page should outline the content of your emails. Businesses offer a variety of content combinations in their email like company news, marketplace reports, blog post and content links, customer features, social media highlights and announcements of events.

Give the visitor a reason to enroll in your email list like offers only available to email subscribers, a peek behind the scenes and being the first to get access to new promotions. Also, on your landing page, let your subscribers know they won’t be bombarded with emails once they subscribe. Let them know they can change their preferences or opt out anytime.

Your subscribers will increase and you will minimize your unsubscribes when you use your landing page to eliminate doubt when enrolling on your email list and when subscribers know exactly what they will be getting and how often.

Take Advantage of Email Unsubscribes

You never want to see people unsubscribe from your email list, just know it will happen, and for a variety of reasons. Use another landing page when users unsubscribe to bid them a friendly goodbye and to find out the reason for them unsubscribing. This gives your business a personal touch and shows you respect their decision. This is also a great time to understand your target audience and exactly why they are opting out of your email list. Give them a link to opt back in if they happen to change their mind down the line.

Then again, unsubscribing might not mean that the user isn’t interested in your business anymore. Some people might not use email that often while others get too many emails and other people might only want bite-sized pieces of content. In those scenarios, use your landing page to let them know of other ways to stay in touch, like via social media.

Using Landing Pages for Social Media

From Your Profile, Link to a Landing Page

Virtually every social media business provides an area to input a link. While most businesses will send people to their homepage, it might be better to use a landing page here. The landing page could highlight new campaigns such as a new eBook or webinar. It could encourage visitors to enroll in your email list or to subscribe to your blog. Facebook business pages provide an option at the top of the page to include a call to action button, like sign-up. Clicking this button should send the user to the most appropriate landing page.

Include Landing Page Links In Lead Generating Content

Social media networks are the perfect place to promote offers and generate leads from people who input their contact details. Social media posts or ads are the usual forms of promotion. The user should be sent to a landing page for more details about the offer once they click the link in the post or the ad. This provides warm leads and increases the odds of them inputting their email address to get the offer. The language and tone of the content should be consistent with the platform the visitor is coming from or to the content you usually post on that social media platform.

Promote Products on Pinterest

If your business is product based, you might want to set up a landing page on Pinterest. On the boards there, you can post images of your products and direct the link to a landing page for that specific product. You can provide more details about the features and advantages of the product and how to buy it.

Once your landing page is used in combination with your email, blog and social media marketing campaigns, you give people to change to make an informed decision regarding your business. This results in subscribers, leads and the customers you get will be of a higher quality since they know precisely what they are getting, and you are guaranteed it is exactly what they are looking for.

 

Landing page design is about the user experience

Designing a landing page or website involves many elements, but one thing to always consider is user experience. From the layout of the page, to the colors, all these are things you need to think about when thinking about user experience. This is because at the end of the day, if the user does not have a fluid journey from start to finish, they will likely leave or not complete an action.

As user experience is important from the very beginning, it is important to make sure they get a great first impression of the website. This is why it is important to consider your website’s landing pages.

You’re probably wondering what a landing page is?

Well, basically, a landing page is a page the visitor ‘lands’ on when clicking on a link from an external source, such as from social media, search engines or from another website.

For the most part, the homepage is usually the most landed on page, however other pages can serve as landing pages. It is easy to find out which pages people are landing on as well. All you have to do is go to Google Analytics, click ‘Behaviour’ and then ‘Site Content’ and then ‘Landing Page’. There you will have a full list of the top landing pages.

Once you have identified your landing pages, the next thing you need to do then is make sure each landing page is designed right to give the visitor the best impression and best chances of clicking through to the next part of their eCommece journey.

Before you change every page on your website, you need to understand that there are two different types of landing pages; click through, which encourages user to click through to other parts of the website, and lead generating, capturing information.

Click Through Landing Page

  1. Homepage – this is probably the most common landing page for any website, it is the one that you include in most of your social media profiles and if you feature on another website, the homepage is probably where they will be directed.

The homepage is where users will get a feel to who you are and what you do, and should have different points where visitors can click to other parts of the website.

A good homepage should give visitors a good snapshot of your business and include things such as products, search bar, brief information about your business, links to contact details, and links and CTAs to other parts of your website.

It may seem like a lot, but if you design it right it can be really effective. Using a grid layout helps, as it keeps things clean. Highlight what is the main focus is and remember, you don’t need to include everything. Just the important things. The beauty of a homepage is you can update and change it every now and again to keep it fresh.

  1. Product Category – while the homepage is an important page, it is definitely not one we would suggest to use when you are sharing your website or using it for campaigns, such as social media advertising campaigns or adwords.

If you are an ecommerce website, then the product pages are super important. They are the pages that generate sales and business, which is why they should be the landing page you use the most. It makes sense to use them, especially for campaigns, as when you advertise a product and someone clicks on it, they would expect to click through to that product.

Lead Generation Landing Pages

Lead generation websites are slightly different in the fact they are for businesses that offer a service rather than products. So the website would be an information hub and there should be a place to capture contact information.

Much like a eCommerce website, the landing page should have information about the service the business provides and include a data capture form. The form should be kept simple and only ask for information that is needed. The more field there are, the less likely people are to fill it in, so keep it short and simple.

Here is one of our blogs that goes through some handy steps towards designing a lead generating website.

Content Landing Page

Another type of landing page, which could be classed as either a lead generating or click through landing page, is content pages, such as blogs, videos or infographics. Information driven pages can be shared a lot via social media or other blogs, as it is a source of good information.

The reason they serve as both click through and lead generating is they can be both. You can include links or CTAS within the blog or infographic to click through to other parts of the website (if the blog is an extension to your website), which is usually advised to help reduce bounce rate. For lead generating, you could include a subscribe/newsletter sign-up to capture data. The sign-up form is usually at the end of the post or in the side bar, it is less intrusive than a lead generating, so if you have good content then they are more likely to sign-up.

 

 

Digital marketing and direct marketing

What do direct marketing and digital marketing have in common? As it turns out, a great deal.

first and foremost, they are both marketing systems. That means that they are subject to the same checks and balances. Do they provide a reasonable return on investment? Can they be scaled? What are their time frames? And so on.

Looking past the analysis similarities, do they have any functional aspects in common? The answer again, is yes.

Decisive communication

Direct marketing or digital marketing are designed to motivate action. Their purpose is not to explain services or details benefits. While it may be necessary to do so at times, the goal of these two systems is to get the reader to do something.

Both rely on calls-to-action placed through out the sales page. But the action desired is quite different.

Digital marketing uses an inbound approach. The device is usually an email subscription form, and possibly a free e-book download. In exchange for an email address, they provide something of value.

The email address is the digital marketers goal from most calls-to-action. With the email address, the marketer can send periodic announcements, sales messages and promotions.

With a long time frame required for many sales, an email address is a high effective way to market. Most digital professionals believe that email  marketing is the most effective use of their time and resources.

Direct marketing also utilizes calls-to-action, but generally in a more aggressive manner. Rather than an e-book or a newsletter subscription, their offerings are typically free merchandise or heavy discounts.

Direct marketers cannot rely on a long term sales cycle to close a sale. The cost of direct marketing is very high; each campaign must have a positive return.

It is not uncommon for a direct marketing campaign to cost as much as $1.00 per recipient. That adds up quickly.

Where digital marketing attempts to build and cultivate relationships, direct marketing attempts to focus on the sale at hand. Even though the end result is the same, very different skills are required for each.

Digital designers focus on brand and image building. Landing pages build credibility and a sense of trustworthiness. Copy is written as a narrative. The intent is to give the reader a sense of the company.

Direct mail copy is hard hitting. Strong headlines are used to create a sense of urgency. The idea is to generate a need in the reader to take immediate action.

The graphics and uses of color vary as well. Digital design seeks to be contemporary and inviting. Colors that portray harmony and confidence are typical. Type fonts that blend into the design are chosen. There is no attempt to jolt the reader.

Direct marketing takes the opposite approach. Strong images and emotion producing colors are the tools of the designer. Whatever is needed to jar the reader into action is taken.

These are just a few of the similarities and differences between these two marketing forms.  If the topic is of interest, let me know.