Landing pages are your job
You’ve built a winning campaign, with compelling content and a stellar call to action. The reports show a healthy click-through rate, so you can tick that one off, right? No way, José. As email marketers, we’re a dab hand at perfecting the design, targeting and optimization of our messages; but our job goes beyond the remit of the email to include landing pages.
Lying just outside the bounds of your email campaign, landing pages facilitate crucial conversions, including online sales, mailing list sign-ups, and data input. All of these actions are under your influence and should not be overlooked; it’s time to think beyond the initial call to action.
Today’s consumer is looking for a perfect brand interaction
Lead generation marketing is no elaborate rouse. Your modern-day consumer, a tech wizard in their own right, is perfectly aware that their data is a hot commodity. They are willing and able to leverage their details to achieve the best of the best in customer experience, and they’ve already terminated relationships with brands whose interactions haven’t hit the mark.
This new attitude to data sharing doesn’t have to hurt your business; it’s all about understanding customer expectation. We know that a strong email marketing campaign with intelligent personalization, compelling content, and an attractive CTA encourages consumers to click through to convert.
However, if those clicking through are transported to a generic, impersonal homepage, it’s highly likely that all of the magic created from the email will be lost. Your CTA will become diluted by nonspecific website content, and the chances of your customers completing the action you desire get slashed.
In order to keep the magic alive, a strong sense of cohesion must be created between the campaign and the click-through destination. This is where the landing page comes in.
Provide consistent conversion opportunities
Landing pages offer engagement opportunities that arise seamlessly from an initial brand interaction. A landing page can take many forms, and provide a variety of essential services for your business. Ultimately, it’s the best web tool you have to drive your targeted audience to take an action, whether it’s making a purchase, requesting a demo or sales call, or downloading a piece of content.
Use cases for landing pages
Landing pages are the pillar of lead generation. Capture leads from email, social media, and search traffic at an increased rate by sending relevant customers to a targeted landing page. Once you’ve generated these leads, you can then segment, nurture, or pass them on to your sales team.
Support for your side of the bargain
Your offers are designed to increase engagement and drive sales. By implementing a landing page that trades customer contact information for access to the offer, you’ll bag more buck for your benevolence.
Achieve better customer insight
Whatever stage they’re at in the lifecycle, you can use landing pages to obtain more information about your audience. This can help you better profile contacts, leading to better quality customer communication.
Get the measure of engagement
Landing pages facilitate an understanding of which customers are the most engaged with your brand by tracking the interactions of existing leads. This also means you can collect more information on customers’ preferences and online behavior, which is handy for sales.
Get the measure of your success
Each landing page serves as a data asset for your marketing campaign. Track the reports from these pages to get insight into your marketing performance and strengthen your strategy.
There are a variety of ways in which you can incorporate landing pages into your marketing strategy to give them the edge they needs. The next step is to create an effective page that’s fully optimized for a seamless customer interaction.
What does it takes to make your landing pages a success?
The landing page program:
For 10 steps on how to build a high-converting landing page, download our cheatsheet here.