Landing pages for lead generation
With the Internet at our fingertips, landing pages have become real estate for lead generation and advertisements. Graphics, clickable ads, web pages designed for lead generation are just some of the ways that marketers use. Using landing pages for lead generation is the next best thing for digital marketers.
What does this mean for traditional approaches to marketing?
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It won’t come as a surprise that even mom-and-pop shops have a small web presence. Local business would flourish with a local following—brand recognition and all. Having a decent and clean approach to lead generation can create brand synergy amongst your products and services.
Most digital marketers want businesses to have a recognizable brand and name—even if they don’t have a following yet. It’s easier to manage a brand when it’s optimized for scalability and growth.
What are landing pages?
Landing pages are static web pages that only have one goal: to generate info.
It’s developed specifically for an active marketing campaign. The first thing you’ll see on a landing page is the brand name along with a form. It’s entirely up to you if you’ll be filling up the form with your name and contact information. Usually, these come with freebies—e-books, webinars, and more.
Make sure to leave tidbits of what your e-book is about. This way, they could gauge if it’s something they’re into or if they are just mildly interested in it. Either way, you’re getting an active lead and a passive one. Your job is to keep these leads warm and interested in your product—long enough for you to close the deal.
It’s easier to deal with customers who at least interacted with you via a landing page. It’s all about the initial approach anyway. Closing a deal rarely happens in one call, the process usually takes at least two follow-ups.
Managed to snag a sale on the first time? Congratulations! It’s a good metric to have those one-calls for the team.
That being said, landing pages (and most web pages) have their own metric systems. Bounce rate, conversion, and engagement are all displayed on your developer dashboard.
How does it help me generate leads?
Landing pages primarily focus on providing a bit of information and getting your target audience’s information.
With Call To Action phrases—join today, click now, get yours today!—are aimed at people ‘landing’ on your webpage. Whether they clicked in from an ad banner, a social media post, or an affiliate link, what matters is that they found you.
If they are your target audience, chances are they will sign up for your services or products. Leaving their name and (usually) email address via your form. From here on out, it’s your job to keep these leads warm. You already know their preferences, custom fit your weekly outputs for each of them.
As mentioned above, landing pages have their own metrics. In that, you’d be able to distinguish the areas of improvement. If your form isn’t getting much attention, try another catchier CTA. The page doesn’t load well on mobile? Maybe it’s time to optimize your page for smaller screens.
In short, landing pages help you gather enough interest. This kind of attention will generate initial leads that you and your team will have to validate based on what you’re looking for. You may keep ‘invalid’ leads—those who aren’t your target audience—on the back burner for now. Focus on those who are in your basket and start herding them down your sales funnel.
Best practices in lead generation
Like any other marketing and advertising campaigns, lead generation will have best practices too.
Using landing pages as a tool for lead generation may be a game-changer for you. Sure, most businesses nowadays have their own internet presence but who’s to say that you won’t go viral in the next day or two? All it takes is the right approach to the right people. The perfect CTA is just a corner away.
Live chat and response times
Those little message boxes that sometimes pop up on a webpage are called live-chat boxes. They are usually ‘manned’ by an AI for the first few interactions before getting to a customer support specialist.
Always remember that live-chatting always requires fast response times. You can’t have a live chat option if you or your team has a less than 90% response rate. Customers and clients would turn away if their queries weren’t answered in a timely manner.
Email marketing
This is where your weekly newsletters come in handy. Those little weekly specials and write-ups have a lot of potentials when it comes to reaching out to your customers.
One of the most known facts about email marketing is you don’t want to bombard your customers with emails. It’s one of the pet peeves that people developed ever since we started using it. Re-engagement will happen if it’s bound to happen. A bi-monthly newsletter should suffice if there are changes and updates worth knowing about.
Outbound and inbound calling
These two are more on the lead generation side of things. When you get your leads’ information, feel free to call them and get more information out. This practice is called outbound calling. Wherein you (or your team) would call valid prospects to know more about their preferences.
Inbound calling is easier than outbound reaching. As your customers are already showing active interest, your responsibility is to keep them interested enough to buy a product or service from you.
Lead generation will always be one of the first channels you go through. No matter how twisted or straightforward your campaigns and funnels, all will go through your outreach phase.
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So are landing pages good for lead generation? Absolutely.
These static pages are here to say: look! I’ve got what you’re looking for! And that kind of approach works with a good chunk of your audience. Whether your brand is more on the quirky side or it’s all business for you, investing in a good and well-developed page is a good move.
