Ok so you’ve determined how to build personas and identified your target audiences. Now what? Once you understand exactly who you’re targeting with your marketing, you should create specific content, such as landing pages, that will attract those audiences. At this point in the lead cycle, businesses should have figured out why their audience wants or needs their products/services (remember, you need to address the specific problem a customer may be looking to solve), and can then position themselves as the ideal problem-solvers.
Landing pages that link back to your website are a fantastic tool for selling your business in an easy-to-follow format, allowing customers to understand what your specialties are and how those specialties can help them.
Build a Landing Page That Will Attract Your Audience
During this vital step in your funnel, you’ll need to build your landing page, write the copy, and add images and videos. Your landing page needs to be secure, so don’t forget to add trust factors such as reviews, and make sure the page is secure with an SSL certificate. It’s also important to add your phone number to the header of the page, and the privacy policy and terms of use to the footer of the page. If you don’t want to build your own, try using the Unbounce platform.
Create a form with as few fields as possible — these should always include first name, last name, email and phone number. Also be sure to add a TCPA (Telephone Consumer Protection Act) notice on the page.
10 Elements All Landing Pages Should Contain
❶ – create a compelling headline about your product or service offering
❷ – don’t add any menu buttons to the header
❸ – add a specific Call-To-Action to the header and/or the sign up buttons
❹ – test out different colors, shapes and names for your “Sign-Up” button
❺ – keep the form short, add validation to the fields and auto fill for city/zip code
❻ – make sure you add a customized message and test the form to verify you’re getting the inquiries sent to your inbox or CRM
❼ – add an SSL certificate
❽ – add T&C’s as well as the TCPA notice to the bottom of the form that is specific to the nature of your business
❾ – add a testimonial or 2 to the bottom of the page
❿ – I prefer not to have any Social Media links on the page, but if you do, add them to the footer. Any and all kinds of links on a landing page will only drive the visitors away from the landing page.
Your Landing Page Should Reflect Your Content Marketing Strategy
You already know that to build effective content, you’ll need to create a content marketing strategy. Content marketing helps the buyers at every stage throughout the marketing funnel and helps keep messaging consistent with your business’s core values and mission. Great content allows you to creatively distribute those messages — and this strategy should absolutely extend to your landing pages, where many potential customers will experience your content for the first time.
Test Your Landing Page First, and Don’t Forget to Track
Before your landing page goes live, it’s critical to test with multiple calls-to-action. This step is not to be missed – it can change the way your entire campaign functions. Ensure that you do not create links to external pages — no social media links or buttons unless you’re an eCommerce brand.
It’s important to note that a fundamental part of using these tools is to track where the leads are coming from (using website analytics) in order to effectively generate the content that your customers are searching for. Keep this in mind for each step in your lead generation campaign creation.
Creating a Lead Capture Form That Drives Lead Conversion
Many times you’ll find that businesses place their premium offers beside a lead capturing form on a landing page customers find through social media. The form can have an attractive offer such as free estimates, eBooks, a free webinar series, or other resources. These offers help in gaining traffic and converting leads to sales. The lead generation forms can help in generating leads and gather the data and information about a customer that can be used in the future to contact potential clients with new product info, updates, newsletters and more — all to secure more effective sales.
Use tracking tokens along with marketable emails and the social media campaigns and this will lead you to know about the behavior and interaction of individuals with the content that you are putting up.
Determine the Lead Workflow
Now that you’ve ensured your website and content are ready, it’s time to decide your workflow. What will happen when the content you’ve created is launched into your lead generation campaign and potential customers submit a contact form? Will the contact information go directly into your customer relationship management (CRM) software? Will your sales team also receive an email with the customer’s information? Will you set up text message (SMS) alerts? This step is crucial in ensuring that the leads you’ve worked so hard to generate don’t fall through the cracks. This also ensures the potential clients don’t have to wait more than 24 hours to be contacted. You need to create a system and process that is flawless.
Keep in mind that your website and all of its content should work for you. Tracking and analyzing and then optimizing the pages on your site can translate into even better performance. You can analyze your landing page’s conversion rates and more with a website audit.
Learn more about building successful landing pages, creating quality content and more on our podcast!
