Are landing pages still relevant in a digital world increasingly driven by social media?
Are they still useful at driving traffic to your business website? Well, some would no doubt argue that they are definitely past their sell-by date, but we would have to disagree. If your business can create doorway pages that resonate and communicate with viewers then they are just as relevant today as they have ever been.
The primary function of a landing page is to help your business convert the targeted traffic that has clicked on your search engine link into sales.
They are essentially your website’s window to the online world. The only problem is once you’ve managed to entice readers to your pages, you have to be able to give them what they want. For that you’ll need to provide good copy and an enticing lead with a clear call-to-action.
So why doesn’t every business make better use of landing pages? Well, it’s simply that if their initial efforts fail to attract large enough numbers they give up. That’s where the mistake lies. Good doorway pages are crafted. They have to resonate and speak to readers to be effective. It doesn’t matter how good your offer might be: if you can’t attract sufficient visitors then it won’t result in increased sales.
So, what can you do to ensure that your business is driving as much traffic as possible to your website?
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 unquestionable is that PPC campaigns have 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’s there. It’s such an easy and obvious way to drive landing page traffic, but so many businesses fail to take advantage of it.
B2C companies generally speaking do a reasonably good job of using social media marketing to good effect to direct customers to coupons, offers and discounts. Unfortunately B2B companies aren’t quite as adept, and therefore miss out. The irony is there’s no reason why they can’t do this and still 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 take if they buy into the offer.