The primary function of landing pages is to help your business convert the targeted traffic that has clicked on your search engine link into sales.
Once you’ve managed to get them there, you really need to give them what they want. To make these pages as effective as possible, you’ll need to create good copy, offer an enticing lead and provide a clear call-to-action. So far so good? The problem is a landing page is only useful if your business campaigns can drive as much traffic as possible to it. If there is insufficient traffic landing on the page then it won’t really matter how good the offer is or how well the page is crafted. The success or failure of a doorway page is wholly dependent on numbers.
So, what can you do to ensure that your business is driving as much traffic as possible to your page?
If you rely on email marketing as part of your campaign, then it’s vital that you direct all leads to a landing page that is relevant to the email content. Now that might sound obvious, but you’d be surprised how many businesses send leads to doorway pages that have little or no relevance to the emails despatched. If you want to try a more subtle or alternative approach, then it’s possible to incorporate your landing pages into the business email signature using a tool such as Wisestamp.
Pay-per-click advertising’s role in inbound marketing might be debatable, but what is not up for argument is the fact that any PPC campaign has the potential to be derailed by a poor landing page. It’s essential therefore to make sure your marketing campaign is tied to a smart and effective landing page that drives conversions.
Virtually every page on your business’ website should ideally include at least one call-to-action tied to a landing page: it’s even better still if that call-to-action features a premium offer. It’s up to you where you place the call-to-action though: it can feature in the header, the footer, the sidebar or even on the midst of the content itself. What’s important is that it features. It’s such an easy way to drive landing page traffic, but so many businesses fail to take advantage of it.
B2C companies generally speaking do a pretty good job of using social media marketing to good effect to direct customers to coupons, offers and discounts. Unfortunately B2B companies aren’t quite so adept, and consequently miss out. The thing is there’s no reason why they can’t do this and engage with peers. Granted they won’t be making special offers to their peers, but they can still use the social media to encourage followers to download whitepapers, research and other premium content offerings.
QR codes and landing pages are made for each other, so it makes sense to put QR codes linking to landing pages on all offline marketing material, like direct mail, sales marketing and business cards whenever possible.
Too few businesses blog as it is, but those that do should ensure that their blogs include plenty of links to landing pages and calls-to-action. The blogs should make it crystal clear what action they want the reader to do if they buy into the offer.