6 Reasons Why You Should Use Landing Pages
Landing pages are an essential piece of the digital marketer's toolbox. A successful landing page turns a potential customer into a paying customer, which is the goal of every marketing professional.
In the simple terms, a landing page is any web page that a visitor can arrive on (or, “land on”). Landing pages are the best way for businesses to turn online visitors into either leads or sales.
However, while many businesses use landing pages, these pages are under-utilized. Research indicates that 62 percent of such businesses use just six or fewer landing pages in their marketing strategies.
Still not convinced why using a landing page can make your marketing and lead generation efforts more effective? Here are 6 more compelling reasons:
Easily Generate Leads
The one thing that you can do right now to drastically improve your lead generation efforts, would be to use a landing page on your website.
As we mentioned earlier, too many companies send their email, social media, and search traffic to their homepages. This is the equivalent of throwing leads away.
You could capture these leads at a much higher rate simply by sending them to a targeted landing page. A landing page provide a very easy way to generate leads for your sales team. You can can easily segment this or distribute to sales team.
Give Your Offers a Place to Live
Marketing offers and landing pages go hand in hand. Without being gated behind landing pages, your offers will do nothing to support your lead generation efforts.
The idea is to require your website visitors to 'pay' you in contact information for something valuable like an offer, and your landing page is the collections tool. One more great reason why you should use a landing page.
Collect Demographic Information About Your Prospects
Every time a lead completes a conversion form on a landing page, a marketing and sales team is collects valuable information about the leads.
A marketing team can then use this information to understand what types of visitors or marketing personas are converting, and the sales team already has a baseline of information about a lead before they reach out.
Understand Which Prospects Are More Engaged
Landing pages not only enable you to generate new leads; they also allow you to track conversions of existing leads, which you can then use to identify which prospects are more engaged with your business.
This also enables you to collect better intelligence on the leads' behaviors and activities on your website, which your sales team can use in the sales process.
Provide Fuel for Other Marketing Channels
A successful inbound marketing strategy relies on content -- and lots of it. Landing pages are a great addition to any marketer's content arsenal since they can be shared in social media, used as the focus of dedicated email sends and in lead nurturing campaigns, be linked to in PPC ads, and get found in organic search, providing a great answer to why you should use landing pages.
Offer Insights Into the Effectiveness of Your Marketing
Every time you create a landing page, you're creating another data asset for your marketing program. By tracking and analyzing the metrics associated with the landing pages , one can collect a lot of insight into your marketing performance, such as how various marketing offers compare, how visitors and leads are converting on your landing pages over time, and more .
This gives a powerful insight that can help you optimize and improve your marketing.
Put simply, the more landing pages you create, the more opportunities you'll have to convert visitors into leads. Landing pages are the heart of your online marketing campaign.
There are so many strategies and tactics as to why you should use landing pages that will increase your conversions and start bringing your business the results you deserve.
If you haven’t employed the methods above, start with one or two, test them out and always keep getting better results!