What is inbound marketing?
Inbound marketing is a way of creating positive marketing experiences that have an impact on customers and businesses - a method of attracting, engaging and delighting.
Unlike in outbound marketing, you don’t need to fight for the attention of your potential customer, with inbound marketing. By creating content addressed to your potential customer’s problems and needs, you attract qualified leads, build trust and credibility
How do you do that?
You attract customers and prospects to your website with the help of relevant content. Once they’ve arrived on your website, you help them with conversational tools such as chat, email, etc. And finally, you delight them by continuously being an expert and advisor.
is the more effective way to market, to sell, and to serve your customers. It’s about adding value to each stage of the customer journey.
Why Landing Pages are an Indispensable part of Inbound Marketing?
Once you have done all the hard work to attract the visitor, the next step is to convert them into leads for your business. And what’s the best way to do that? Landing Pages!
According to HubSpot, of the total B2B companies that are using landing pages, 62% have six or fewer landing pages. Landing pages are the heart and soul of any inbound marketing efforts.
So, why are they so underutilized?
According to MarketingSherpa, that’s because a lot of times, their marketing department doesn’t know how to set them up or they are too overloaded.
But the thing to keep in mind here is that landing pages are way too critical to be swept under the rug if you want your business to generate powerful leads.
So, let’s start from the beginning…
What’s a landing page?
It is a web-page that allows you to capture the visitor’s information through a lead capture form, which is also called a conversion form.
Landing pages allow you to target a particular audience by attaching a valuable offer with that, and converting a high percentage of those visitors into customers, while also giving you information on who they are and what they do.
How do landing pages work?
Let’s say a father is looking for a nursery for his 2-year old. While surfing the internet, he comes across your blog “5 Top rated nurseries for your little one near your home”. While he reads through the blog, he reaches a CTA button at the bottom of the page which instigates him into some kind of an action. The CTA could be about a free consultation with one of the nurseries or any other related offer
He clicks on it and it takes him to a landing page, which provides additional information on timings and details of the consultation, convincing him it’s worth providing his contact details in order to take the offer. He submits the information and that’s it! He is now a viable lead for your business.
Here are the ten principles of psychology you can use to create better landing pages that convert.