Marketing is a major component of successfully running a business. It is the most direct way to entice customers into the fold and elicit real, loyal relationships. A well crafted landing page is essential for conversions and if you want your marketing strategy to work, this guide explains exactly why that is the case.
The Primary Purpose of Landing Pages
So, what is a landing page exactly? These are specifically designed web pages for customers to click through to. The core goal is to encourage some form of purchase from the target consumer whether that is asking them to sign up with personal information for a promotion or make a purchase. The core features of a great landing page are things like,
- Lead generating forms
- Brand imagery
- Captivating language
- Call to action.
Should There Be a Target Audience?
Absolutely! Every landing page out there needs someone to direct its way, and that is where the marketing team can do its job. Driving the audience to the landing page is the biggest goal there is to have, and that is where the journey begins. Marketing strategies that utilize email campaigns, PPC advertisements, social media platforms, and even pop-up ads should all be focused in the right direction in order to yield the maximum impact. After all, there is very little point in pouring funds into something that won’t meet the right demographic.
What Is The Point?
The point is simple. These standout web pages should offer some kind of incentive in exchange for customer information like a PDF, voucher, webinar, demo, complimentary trial, and so on. So the audience is more likely to offer up their personal information like name, birthday, and address if they have a compelling enough reason to do so in the first place. This is the whole point of the landing page.
A conversion is when a customer clicks on an advert through to the landing page and either signs up with the provided form or goes through with the download. For a conversion to be noted, the customer must complete the cycle. These web pages are wholly designed to get this job done, and they have proven time and time again to be successful in this area.
To Get Information
This is also an amazing space to get more information out of your new and potential customers, or even the loyal ones too. There is never enough space in the world of business for customer data and it is, in fact, an incredibly useful tool that boosts both curb appeal and general progress. Being able to give customers what they want is wholly governed by research and understanding their intentions, desires, and outputs. This can all be achieved through data harvesting and tracking engagements.
Creating a B2C Relationship
When a client feels as though they are looked after they are more likely to stick around and become loyal to the brand. This is a simple rule of business, but a smart one to live by. Thankfully, it is easier than ever to make people feel special. In a world where there are billions of online shoppers and hundreds of competitors, it is important to make clients feel valued so they stay and keep on making purchases or accessing services.
A Strong Marketing Strategy Is Pivotal to Success
There can be no forward movement for any business if the marketing strategy doesn’t do what it needs to do. It is simply imperative for the wider approach to gel well with each iteration within, and here’s why.
Getting to Know Your Customers is Crucial
Marketing only works when it is tailored to the target demographic. To discover this group of people there must be research, and what this will show is exactly who to target and why. This is a direct method for approaching the right people at the right time and getting to know them so that their experience of the brand is both personal and effective.
Giving Them What They Need Counts
A person who has a positive experience with a brand is more likely to return and purchase again. Whereas someone who has a troublesome experience is more inclined to step back and go elsewhere with their money or loyalty.
Finding Your Place in the Niche
Marketing can also facilitate a business in discovering who they are in the wider niche. Consumers move quickly, and companies must match their speed. Cementing a brand into the hearts and minds of the masses isn’t easy, but it is that much more achievable with a great marketing approach.
Bringing The Two Together
So how do marketing strategies and landing pages go hand in hand? Ultimately, these two things coexist and support each other to reach any business goal on the table. With a great landing page, a marketing agenda is able to blossom and grow with real results and solid engagement from consumers all over the globe. People want something that catches their eye, makes them want more, and encourages a sense of trust. A conversion is only possible with the correct setup, and that is the biggest takeaway.
Perfecting the Delivery
Let’s think about it like this. Picture a customer clicking through to your landing page. During this moment in time and space, they ultimately decide whether your brand is worth their energy and money. It stands to reason, then, that perfecting the delivery of the message is a top priority. Fortunately, achieving this outcome is possible in many ways.
Using the Right Tools
It is an undeniable fact that so many landing pages lead to a download. This could be a whitepaper, e-book, etc. File formats vary, but PDFs are common.
If you want someone to click on an embedded link in your landing page, you need to give them something in return. This is why brands offer e-books, whitepapers, etc. as a freebie. What you offer will depend on your brand, but e-books that provide useful information are popular. Say, for example, you have a PDF marketing book you use for training. You can’t find the original file but the content is good. With some tweaks, it could be a useful click magnet. A PDF to Word conversion tool would make it easy to edit the file and then you could save it as a PDF again and use it to get clicks.
Finding a Good Format
Of course, it all falls apart if the format fails to resonate with the audience. People want something that captivates and even piques their interest, therefore that is what a business must give. For instance, recent research has shown that things like adding in multimedia content like videos improves the odds of a successful conversion. Every landing page needs its own strategy, that much is for certain. It all depends on what a business hopes to gain from creating it in the first place. So it saves time and therefore money by ensuring a business is able to work with a strong format and create multiple varieties or make tweaks as the progress unfolds.
Landing pages are an integral part of a solid marketing strategy. Every business that wants to reach customers, deliver promotions, and inspire conversions needs to focus on this area. The main goal of marketing is to reach an audience that wants your product. The landing page is where this vision becomes a reality. Therefore, the landing page part of the marketing equation requires a dedicated approach in order to get it right.