Thursday May 23, 2019
You're a small business and you're just starting to venture into online marketing. You're not sure what you need and you don't have the budget to do EVERYTHING. You need to hone in on what brings in leads and turns leads into sales.
Social media marketing, email marketing, and text marketing are extremely powerful ways to make sales online. But here's the problem:
- just making posts on Facebook or Instagram won't get you sales
- just sending out cold emails won't get you 10x more leads
- just shooting texts to leads won't make them buy your product.
You need the missing piece that will move leads from needing your product to wanting your product to buying your product.
That missing piece is landing pages.
Effective landing pages are targeted.
|You need the missing piece to move leads from needing your product to wanting your product to buying your product.|
Because Google Ads are targeted for keyword and location, the landing page connected to the ad has a better chance of producing a sale. The lead is already warm and the landing page gives just enough information to prompt the lead to take the next step:
- Signing up for a free trial
- Joining a membership
- Buying your product!
|Targeted Google Ads get in front of potential customers at the moment they're most likely to buy from you.|
Plus, optimizing the landing page for the same keywords you used in the Google ad helps the ad get a better ranking. Google wants to know that you're providing quality content. Here's how it works:
- Sprinkle keywords through the landing page.
- Increase the landing page's ranking and get more clicks.
- Maximize your ad spend.
Targeting through content is really more about being specific. Each part of the landing page should be centered around one specific kind of customer.
For example, if you're a lawn company, you may sell a monthly lawn care package to homeowners, as well as sell lawn care products to businesses. Your marketing, then, would need separate landing pages for homeowners and businesses.
No matter where your customer comes from - Google Ad, Facebook, Instagram - they're all:
- needing something
- feeling bad about it
- curious how you can help
You should ask and answer these 3 specific questions when you're making a landing page:
- Who needs something? (homeowners need monthly lawn care)
- How are they feeling about it? (embarrassed - their lawn doesn't look like the Jones')
- How can I help? (You offer a monthly mow and trim package)
Landing pages let you convert clicks to leads by speaking to one type of audience, and offering them one product that solves their problem.
|No matter where you customer comes from on the web, they all need something, feel bad about it, and are curious how you can help.|
You can get even more specific with multiple landing pages for different topics:
- Each of your products
- Specific audiences or industries
- Individual campaigns or promotions
Effective landing pages move leads toward a specific action.
Landing pages without Calls to Action (CTA) are powerless.
You can have all the targeting and specific content you want. If customers don't have a way to act, they won't! And if they don't feel like acting is urgent, they'll click away.
Each landing page should have just one CTA that the entire landing page moves customers toward. And the CTA should be repeated throughout the landing page so that customers can take action at any point.
Some examples of powerful CTAs are:
- Buy now!
- Start your free trial now!
- Find the right course for you!
- Get your free workbook now!
The wording of your CTAs can change through the landing page, but the actual action should always be the same. Each section of the landing page should motivate customers to click the CTA button, and the CTA should match the product you're selling.
Effective landing pages allow you to follow up.
The most powerful thing about landing pages is capture leads and help you follow-up. Whatever CTA you choose, you need leads to give you their email address, phone number, or both.
From there, you can add leads to your CRM, assign them to your sales team, and reach them over and over again. Marketing campaigns offer a variety of ways to reach leads and lets you track your results. The end result is more sales!
Some ideas for ways to follow-up are:
- Email Campaigns
- Text Message Campaigns
- Phone calls
- Social Media targeting
Turn leads into sales with landing pages.
Landing pages are simple yet powerful. They accomplish multiple marketing tasks at the same time:
- Reach leads at the moment they most need your product.
- Speak to a specific audience and their need.
- Capture leads to follow up through campaigns.
- Move leads through your pipeline.