The ultimate goal of any online marketing campaign is to provide all necessary and helpful information to potential customers and get them to visit your business website. The next big step in any online marketing campaign is to ensure that these visitors are converted into business leads. How do you go about converting your website visitors to leads? Well, the answer to this common and important question lies in landing pages.
What is a Landing Page?
As its name suggests, a landing page is a page that a site visitor lands on after clicking a link. This is part of a company’s online marketing strategy. Landing pages are therefore very effective in generating leads for businesses. It wouldn’t be wrong to consider a landing page as a customized and focused sales pitch specifically designed to get visitors to take an action.
Landing pages are different from a business website as they have specific benefits; this is what makes them effective in lead generation and marketing or advertising of your products. Here are 4 ways you can benefit from using landing pages in your online marketing mix.
Support Your Business Goals
Whether your business goal is to close more sales, reach a niche market, get new customers, or promote a new product, landing pages can provide direct support to achieving these goals. Since they can be easily customized for any business goal, landing pages are widely used to encourage visitors to take an action, such as to provide their contact information, make a purchase, sign up for your mailing list, subscribe to a newsletter, or request a consultation.
The fundamental purpose of using landing pages in an online marketing mix is to increase conversion rate. A landing page sets up a very concise action for the visitors to take; therefore it makes it easy for them to take action. As a result of this action, you are likely to witness an increase in your conversion rate and sales, which ultimately leads to more revenue for your business.
Generate Data and Insight
Another great advantage of using landing pages in your online marketing mix is that you are able to collect a lot of data about your visitors and track their behaviour, which can help you re-align your marketing efforts accordingly. By using landing pages effectively you can find out:
- which channels are bringing in the most leads
- which campaigns have the best performances
- which topics and deals are the most appealing
Grow Your Email List
Using a landing page to reach potential customers is a good way of growing your email list. Landing pages usually consist of fields or sections that prompts visitors to provide their personal information such as name, phone number, address, email address and so on. It also includes an “opt-in” button which allows the company to send them marketing material.