What is marketing automation?
Marketing automation refers to existing software with the goal of automating marketing actions. Marketing departments have to automate repetitive tasks such like emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.
At its best, marketing automation is software and tactics nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies, and provides an excellent return on the investment required.
How does it look in action ?
You're trying to grow a plant ( A business).
First , you need fertile soil for the growth of your plant.
Next you need good amount of seeds and lastly you need water and sunlight in order to nurture those seeds into a lush green, blooming plant. It's not foolproof, but it's not impossible. Marketing automation looks just like nurturing this plant does. At the end of the day, we hope we've nurtured our leads well enough to produce actual paying customers.
Why Landing Pages are an indispensable part of marketing Automation?
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 Landing Pages 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 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?
Landing page is a focused web page used to enable its visitor to take a specific action. 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 button at the bottom of the page which instigates him into some kind of an action, could be a free consultation with one of the nurseries or any other related offer
He clicks on a that button which says - “ Book a free consultation” 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.