If you’re considering or have been recommended a landing page, you are engaging in one of the following activities:
1. Demand (Lead) Generation: marketing to a targeted audience.
2. Lead Nurturing: marketing to existing prospects or customers.
In either case, a landing page is simply a web page that should deliver exactly the information that led the visitor to the page, usually in exchange for the visitor’s contact information. However, based on “why” the visitor is engaging with you determines how you should develop your landing page.
Demand /Lead Generation
If you are creating a landing page for demand generation, you should probably assume that the visitor may not be familiar with your company (brand). Whether you are distributing content via paid search, organic search, content syndication, email marketing or social media – there are specific techniques to creating a good landing page that will convert these visitors into actual leads for your company. Here are a couple to keep in mind:
1. Bestow the Benefits of the Next Click
Typically your landing page will have a registration-gated submission form – something that the visitor needs to fill out in order to receive the offer you are promoting. Bestow the benefits of the next click! Don’t tell the visitor about all the great things your company offers but instead, tell them about how they’ll benefit by obtaining the content you’re offering.
2. Limit the Navigation
A website is designed for a visitor to easily access tons of information about your site – from “About” to “Products/Solutions”. But, your landing page needs to be focused on the message that brought the visitor in; namely the “offer” you were promoting. A good landing page communicates a clear message and delivers specifically what the visitor came to your site to find. Additional navigation at this point is just confusing.
Lead Nurturing
If you are creating a landing page as a part of a lead nurturing campaign, you should probably assume that the visitor is familiar with your company (brand). Whether the visitor is engaging with you via emailing marketing or social media there are specific techniques to creating a good landing page that will convert these visitors into actual leads for your company. Here are two you should consider:
1. Offer New, Unique Content
Be sure that the content “offer” you are promoting is new to this visitor. If they are an existing
prospect or client, presenting them with resources they have already seen is a turn off. Consider using a marketing automation solution to define and deliver relevant content based on the prospects interests and activities.
2. Give Them Something To Share
Sometimes a prospect can’t move on in the sales cycle because they aren’t the decision-maker. But, if you provide them with content that is easily passed along and makes a compelling case for purchasing your products/services, you might get more traction.
