Welcome to 434 Fridays! 434 Fridays is a bi-weekly series of posts where our team talks about various pieces of the marketing world, while giving you tips to succeed. This week’s post covers how to implement landing pages into your inbound marketing strategy.
Every strong organization knows the power of a qualified inbound lead. An inbound lead occurs when a potential customer submits their contact information to your site. To garner these leads, your marketing team should implement effective landing pages into their marketing initiatives. Read below to discover the best landing page practices.
What is a Landing Page?
A landing page is a single web page that’s dedicated to lead generation. More simplistic than a traditional web page, a landing page only focuses on a single piece of information and a contact form for customers to learn more. When promoting the landing page, it’s important that it be tied to your offer and be promoted across your marketing platforms (social media, email, etc.). Typically, the offer tied to the form fill is is valuable information for your target audience, such as:
It’s important that your form removes barriers by only requesting necessary contact information, such as a name and email address. If need be, it can be customized according to the information your internal sales team needs.
The Benefit of Information Capture
Some businesses are hesitant of gathering contact information through landing pages because they do not want to be seen as a nuisance to their audience. Rather, marketers should be confident with these conversions. When a user fills out a form on your site, it indicates interest in your organization’s products or services. Capturing contact information will keep the conversation going between potential buyers and your sales team. Also, it gives your sales team the opportunity to nurture the relationship into a possible sale. Keep track of these valuable landing page leads and have a sales representative follow up within 24 hours after form submission.
Creating the Perfect Landing Page
A well-crafted landing page will follow solid design principles and be efficient in lead conversion. Below are a few tips to achieve a high converting landing page.
- Don’t crowd your page with information. Instead, use 100-150 words describing the offer and what it includes.
- Add an engaging picture or video.
- Embed a form onto the page where you can capture information.
- Make sure your page has ample white space.
- Showcase key benefits of the offer.
Additionally, create a thank you page that redirects to the offer or has instructions on how the user will receive the offer. This step is important because it alerts your user of the next steps. An example of this can be seen below.
At 434 Marketing, our team works toward your marketing and sales goals. We have experience in crafting effective landing pages as well as creating customized digital marketing strategies. Learn how our team can help meet your goals by requesting a consultation today!