If you could do one thing to dramatically improve your marketing ROI today, would it be to use landing pages on your website?
If you’re trying to generate leads for your business, and you don’t have at least a few landing pages on your website, you’re missing out on a key opportunity to turn website visitors into something more.
What is a landing page?
A landing page is a page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.
A good landing page is focused on a particular stream of traffic — say, from an email campaign that’s promoting an ebook. Because the landing page is targeting just people who are (presumably) interested in this ebook, and because this ebook has exclusive information that elaborates on a topic your audience cares about, you can convert a higher percentage of your website visitors into leads whom you can then follow up with.
Landing pages have one chief purpose: to generate leads for your business. However, you can define those leads in a number of ways and offer more than one type of content or experience through this landing page.
Here are some of the ways you can use a landing page to start a relationship with your future customers:
Ebooks and Whitepapers
If you wrote a blog post that introduces a topic relevant to your audience, you can satisfy deeper interests in that topic by elaborating on the subject in an ebook or whitepaper. Using a landing page, you can “gate” this resource behind a lead-capture form for people to download.
Email Newsletter Subscription
Let’s say you write a lot of blog content on a similar topic. Sure, you can develop an ebook or whitepaper that elaborates on specific details, but you can also offer your readers an email newsletter they can subscribe to for the latest content around your industry. On various blog posts, use a call-to-action (CTA) to invite readers to subscribe to your blog. This CTA can link to a separate landing page where they enter their contact information for addition to your email list.
Online Course Enrollment
Whether you’re in the education industry or you offer various skill-based certifications to your audience, online courses should have their own landing pages, too. Using these pages, you can invite new students to sign up for a class you offer and capture information on them that can lead to a customer relationship that goes beyond the courses they take with you.
Similar to online courses, industry events require you to collect information on your audience so they can receive updates prior to the event. An event, as well as its various sessions and keynotes, can have their own individual landing pages to turn event …read more
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