6 Reasons Your Blog Should Have A Landing Page
Posted 05-14-2012 at 02:10 PM by fenway2k
Most internet marketers should recognize that the secret to success in this industry depends on just two things - traffic and conversions. While bloggers recognize what to do to get traffic - facebook, twitter, youtube, social bookmarking, etc., they seem to forget to focus on converting that traffic to leads.
One of the most effective methods is also the least utilized and that is owning a landing page on your blog. Did you know that nearly half of clicks for B2B companies get directed to the business' home page, and not a landing page? The chief explanation is that marketers either don't know how to set them up or are too busy focusing on other areas of their business.
Let's break down the nuts and bolts of this important marketing tool:
What is a Landing Page?
A landing page is in effect a web page that makes it possible for you to capture a visitor's information through some form of lead-capture form. If you have a good one,
it will target a specific audience, such as traffic from your email campaign, or PPC visitors promoting your ecourse or webinar. Good landing pages also permit visitors to download your content offers, or redeem other promotion offers such as free trials, demos, or coupons for your product. In other words, landing pages allow you to covert a higher percentage of your visitors into leads, while also capturing necessary data about who they are and what they've converted on.
How Landing Pages Work
Let's say you have a blog with all kinds of tricks and tips about training golden retrievers. A visitor comes across one of your posts through a Google search and after they read the post, comes across a CTA (call to action) about downloading a free report or ebook with more info on the subject. They like your post, so they decide to click through to your landing page to get the download.
The landing page should make available further information and should detail the benefits of downloading the product, which convinces them that it's worth their while to supply their information to get the product. Now you have a lead!
There are a number of techniques to get people to landing pages - search engines, PPC, CTA,and direct or referreral traffic. The key is to produce the landing pages, thus making it easier for the would-be customer to find them in your traffic generation efforts.
Here are six indisputable reasons why you need landing pages:
1. Leads - The primary reason you need landing pages is that they will have an immediate impact on your lead generation efforts. Landing pages provide an wasy way to generate sales for you that you can easily segment, nurture, and distribute to your various campaigns.
2. Your Offers Now Have Purpose - Marketing offers and landing pages are an inseparable team. You want your visitors to 'pay' you (by way of contact information) for something valuable you offer, and the landing page is the tool to collect payment.
3. Collect Demographic Information About Your Prospects - Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.
4. Understand Which Prospects Are More Engaged - Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads' behaviors and activities on your website, which your sales team can use in the sales process.
5. Provide Fuel for Other Marketing Channels - A successful inbound marketing strategy relies on content -- and lots of it. Landing pages are a great addition to any marketer's content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search.
6. Offer Insights Into the Effectiveness of Your Marketing Offers - Every time you create a landing page, you're creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages, you can collect a lot of insight into your marketing performance, such as how your various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more. This gives you powerful insight that can help you optimize and improve your marketing.
One of the most effective methods is also the least utilized and that is owning a landing page on your blog. Did you know that nearly half of clicks for B2B companies get directed to the business' home page, and not a landing page? The chief explanation is that marketers either don't know how to set them up or are too busy focusing on other areas of their business.
Let's break down the nuts and bolts of this important marketing tool:
What is a Landing Page?
A landing page is in effect a web page that makes it possible for you to capture a visitor's information through some form of lead-capture form. If you have a good one,
it will target a specific audience, such as traffic from your email campaign, or PPC visitors promoting your ecourse or webinar. Good landing pages also permit visitors to download your content offers, or redeem other promotion offers such as free trials, demos, or coupons for your product. In other words, landing pages allow you to covert a higher percentage of your visitors into leads, while also capturing necessary data about who they are and what they've converted on.
How Landing Pages Work
Let's say you have a blog with all kinds of tricks and tips about training golden retrievers. A visitor comes across one of your posts through a Google search and after they read the post, comes across a CTA (call to action) about downloading a free report or ebook with more info on the subject. They like your post, so they decide to click through to your landing page to get the download.
The landing page should make available further information and should detail the benefits of downloading the product, which convinces them that it's worth their while to supply their information to get the product. Now you have a lead!
There are a number of techniques to get people to landing pages - search engines, PPC, CTA,and direct or referreral traffic. The key is to produce the landing pages, thus making it easier for the would-be customer to find them in your traffic generation efforts.
Here are six indisputable reasons why you need landing pages:
1. Leads - The primary reason you need landing pages is that they will have an immediate impact on your lead generation efforts. Landing pages provide an wasy way to generate sales for you that you can easily segment, nurture, and distribute to your various campaigns.
2. Your Offers Now Have Purpose - Marketing offers and landing pages are an inseparable team. You want your visitors to 'pay' you (by way of contact information) for something valuable you offer, and the landing page is the tool to collect payment.
3. Collect Demographic Information About Your Prospects - Every time a lead completes a conversion form on a landing page, your marketing and sales team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and your sales team already has a baseline of information about a lead before they reach out.
4. Understand Which Prospects Are More Engaged - Landing pages not only enable you to generate new leads; they also allow you to track reconversions of existing leads, which you can then use to identify which prospects are more engaged with your business. This also enables you to collect better intelligence on your leads' behaviors and activities on your website, which your sales team can use in the sales process.
5. Provide Fuel for Other Marketing Channels - A successful inbound marketing strategy relies on content -- and lots of it. Landing pages are a great addition to any marketer's content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search.
6. Offer Insights Into the Effectiveness of Your Marketing Offers - Every time you create a landing page, you're creating another data asset for your marketing program. By tracking and analyzing the metrics associated with your landing pages, you can collect a lot of insight into your marketing performance, such as how your various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more. This gives you powerful insight that can help you optimize and improve your marketing.
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