The Case Study:
As a business and marketing strategist, I talk to many business owners in many fields. The marketing tools and techniques are emerging and changing at such a rapid pace it is hard to keep up with the best strategies or even the language. I have often mentioned squeeze pages or landing pages to clients and they simply do not know, they ask, “what is it, and how can that work for me and my business?”
The Out Come:
Just like in dating the goal is to attract, engage and build a long term relationship. In dating we begin a connection because something about a person attracted us to do so.
It begins with:
The goal of a landing page is to attract visitors by providing them with information they might be interested in and that could help them. They are the best way to attract, gather names and convert a person into a lead. Most small and medium-sized businesses have very few–if any–landing pages on their sites.
So we are attracted and we make a decision if we want to see that person for coffee or a drink, which guides us to know if we want any further engagement. Most prospects or visitors to your web-site do not buy on their visit, they also need a next step.
It’s a prime reason why you need landing pages. Once your have captured names you now have the opportunity to email them and nurture them down your sales funnel by continuing to market to them via email, phone calls, or social media to influence them to buy from you. After we have we have spent a little time and start to build the; know, like, and trust factor, we can make a decision about entering a longer term relationship.
In building relationship we start to discover how our differences and similarities can work together. How do each of us get our needs met and it grows or not from there. Dating is time together to build and maintain connection. As in dating where we are going and what are we doing is all part of the process.
This is true of a landing page, what am I offering you and what do you want me to do? A landing page is a place for you to showcase and give away, yes I said give away information that will not only engage the reader but that will position you as an expert in your field. The potential uses for landing pages are almost limitless but here are the more common examples of how landing pages are used:
To collect personal information (generate leads) in exchange for:
Reports/Whitepapers with important industry facts and statistics.
EBooks for comprehensive guides about different aspects of your business vertical.
Newsletters with tips related to your area of subject matter expertise.
Podcasts for people who like to listen & learn during a commute or workout.
Checklists/Scorecards for people that like to see how well they are doing and/or benefit from a to-do lists
Webinar registration for live online sessions, often with Q&A with experts and special guest presenters.
Presentations or recorded sessions including video or slides.
Consultation services or booking meetings for someone to request your time or services.
An e course delivered over a period of time
If we create landing pages and offers that are directed at solving our prospect challenge, we can then also begin to see where and how we can meet the needs of our existing clients and prospects.
The offer is advertised through a call-to-action button on your site, a link in your on-page text, a paid per click ad, or even a QR Code on a billboard or a piece of print marketing material. The point is, you can link to a landing page from just about anywhere and you will want to because landing pages are so effective.
Landing page marketing is are just like dating it all beings with great attraction, that leads to engagement and hopefully to a long satisfying relationship!
Are you effectively building your client relationships?