Part 3-setup a landing page
The third part of our series is the landing page. With a solid plan and working email, we can begin to collect emails and information. This element in marketing automation is a special (and perhaps the most important) page of your website, focused on achieving one thing - acquiring emails, phone numbers, or selling a product. Web traffic to landing pages can come from anywhere, such as organic searches from Google and Bing, referrals from online directories, and of course your digital ads running on Facebook or Google. Prospects will “land” here after clicking a link or ad. Here are two examples:
A landing page has three components:
- A Lead Magnet
- Call To Action
The lead magnet is something of high perceived value that is offered to the visitor in exchange for their action. In the Vidjaa example above it is presented in a free digital marketing checklist. In the Verizon example, it comes in the form of a special financing option on the new iPhone X.
The hook is the big headline and emotional copy that entices the visitor to take action. Here, the benefits are described and what the lead magnet (product) will give you. Generally, the best hooks are emotional (i.e. greed, vanity, desire, status, etc). The hook should imply a time-based offer (for example “only 10 left!” or “good for 24 hours!”) and be specifically tailored to the intended prospect.
The final element of this marketing trifecta is the call to action (CTA). Here it could be entering an email, phone number. In the Verizon example, it is a sequence of actions, first the credit range, then quantity, and finally the “Next step” button.
Landing pages can be built and managed from your website or use another tool like Verizon does. External tools to manage landing pages are very common and very easy to use with their “drag and drop” designs. When your company uses a tool such as Leadpages or Clickfunnels to manage the landing pages you can implement several cool additional features like A/B testing and improved metrics.
A/B testing allows you to split the incoming web traffic 50/50 between two variants of your landing pages. This statistical approach helps you see which one converts at a higher %. Leadpages includes easy to use page building tools and connects with MailChimp and your email tool. Vidjaa’s landing page was built in WordPress, which runs the entire website. Of course, your normal website analytics are sufficient to see where website traffic came from, time spent on your website, the average number pages users saw, and more.
Good landing pages have a singular focus and should be geared towards attracting customers to your business.
Next in our Marketing automation series is Part 4-Customer Relationship Manager (CRM).