Smart B2B business owners and marketers are continuously looking for effective ways to increase their marketing ROI.
To do so, they must come up with foolproof ways to not only connect with their potential customers but to also help them along their sales pipeline journey.
But what can business owners do to connect with more potential customers? By using landing pages.
Landing pages are not over-hyped trendy marketing strategies. They are worth their weight in gold. In fact, Hubspot proved that marketers who increased their landing pages to 15 individual pages saw a 55% increase in their number of leads. Not bad right?
Luckily for everybody with an online presence, landing pages are here to stay. This means, if you haven’t already done so, you have ample time to understand and optimize landing pages.
So let’s get cracking! The aim of this article is to help you understand the importance of a landing page and how to effectively incorporate them into your online marketing strategy.
So, What is a Landing Page?
A landing page is a page on your website that converts visitors into leads. They utilize a lead capture form and have minimal to no navigational options. They are designed to laser focus your audience and to gather details that can be used to nurture these leads further along your sales pipeline.
Typically, the lead capture form offers visitors free content in exchange for information. Landing pages are linked to marketing channels such as: emails, CTAs in blogs, pay per click ads, organic searches, social media posts, etc.
What is the Purpose of a Landing page?
A landing page easily converts traffic into leads. They promote a typical win-win scenario. The visitor trades their information for content that is valuable to them – while the marketer hands out valuable content in exchange for information they find valuable.
When it comes to conversions, the singularity of a landing page makes it more effective than a homepage. Unlike homepages, landing pages are focused on the offer they give to visitors. They speak directly to the visitor and their desires. This focus makes visitors more likely to respond and take the anticipated action.
Are landing pages effective?
Yes. When used correctly.
About 68% of B2B businesses use landing pages to generate leads for future conversations. Unfortunately, 44% of these clicks direct visitors to homepages. The non-specificity of home pages reduces the chances of visitors taking the specific call to actions that generate leads and kick-start the conversion process. Their experience has been taken from personalized to generic. A risky game to play.
Other benefits of a landing page include:
1. Monitoring Prospects
A landing page also monitors activity of existing leads. This monitoring helps you identify prospects that are more engaged with your business. It also helps you collect more data on your leads behaviour which is used in the sales process.
2. Measures Marketing Effectiveness
A landing page is a useful data collection point used to assess the effectiveness of your marketing strategy.
They contain important metrics such as; the number of landing page views, the ratio of views to form submissions, number of new leads from those submissions, and number of customers.
3. Creates a Demographic Breakdown of your Leads
Information gained from leads can be used to collect informative data on your sites visitor types and buyer personas. This information is necessary and comes in handy when it’s time to predict future customers’ behaviour and responses.
Components of an Effective Landing Page
An effective landing page is created to do just one thing: convert leads. Their anatomy is essential to understand and imperative to harness.
1. No Navigation – One distinct difference between a home page and a landing page is that landing pages have minimal or no navigation buttons. Navigation buttons gives your visitor an option to leave and you don’t want that.
Landing pages typically contain just a single button which usually submits the information presented and downloads the offer.
2. Gives Value – The text in landing pages is usually written in a concise way to explain the value of the offer in a quick and compelling way. The text is simple and free from fluff.
The aim is to convince the visitor to take the call to action.
3. Clear Headline – Like the text, landing pages have straightforward headlines. The headline is the first thing the visitor sees once he lands on the lead capture form. Headlines that reinforce the value of the offer are used.
Avoid long, ambiguous headlines that may make your visitor think twice about clicking on the lead capture form. You don’t want visitors to get confused, bored, or indifferent.
4. Lead Capture Form – The key component of a landing page is the lead capture form. Lead capture forms are tailored for a specific audience and collect distinct information. Lead capture forms should be short and easy to use. Avoid lengthy forms that may discourage your visitors to follow through with the process. Only get the information you need. Now isn’t the time to be greedy.
5. Keywords – Landing pages should contain keywords that increase rankings on organic and paid searches.
6. Social Sharing Buttons – Landing pages contain buttons that allow visitors to share the page on their social media. Adding testimonials, reviews and number of shares, clicks and downloads can persuade visitors to follow through with the call to action.
7. Thank You Page – At the end of the lead capture form, an immediate thank you page is set up to start your lead on their sales nurturing journey.
To optimize the thank you page, other components like social media links, promotions, and additional offers can be added to the page.
8. Images – Landing pages should contain relevant images that give the visitor an idea of the type of offer to expect. Visually these pages should be appealing and in line with the rest of your brand identity.
Compel your Audience to Move Forward
A landing page is meant to do just one thing: convert leads. Its simpleness goes hand in hand with its effectiveness.
Are you using landing pages effectively? Are they persuasive enough for your audience?
LeadDrum has time-tested strategies to maximize your inbound lead gen efforts and strategies through landing pages.
Consumer behavior is hardly static, and our ensemble of Lead Generation strategists are skilled at understanding the varied aspects of consumer behavior and responses. Click here to get started on developing your landing pages and effectively capturing the right leads.