Are you calling your target audience to action?
Everyone knows that there’s more to establishing an online presence than just having a website or blog full of amazing content. One of your major considerations is how to get people to stumble across your website and then how to keep them there!
It’s important for your business to find out as much as you can about the people who visit your website or read your blog, to determine if there’s a chance of doing business with them in the future.
The more you learn about the prospects reading your contents, the more likely it will be that they’ll become paying customers. So how can you use your content to generate new leads and get hold of vital data like email addresses, phone numbers and social media profiles.
Use Landing Pages to Highlight Content and Generate Leads
The purpose of a landing page is to convert visitors into leads. It is a simple, single web page that acts as a gate for prospects to find out more about your products or services. A good landing page should have a simple design with no distractions, a clear and concise call to action, an eye-catching image and a hassle-free opt-in form.
Where to Link your Landing Page to instead of your Website
The most common place to link landing pages to is the homepage of a website, although you can up your game by linking to landing pages that specifically target visitors from other sources, like social media.
Rather than having a link to your website on your Twitter or Facebook profiles, try linking to a landing page instead. This is an effective strategy because you can customise your landing page to appeal to readers preferring to connect via social media.
For example, you can send a landing page specifically to your Twitter followers with just 140 characters of content, with a form requesting their email address. You can appeal to your Facebook audience by designing a landing page that resonates with your prospects’ interests.
The Importance of the Call to Action
The call to action (CTA) is a simple one-liner at the bottom of your posts and emails that requests the reader to do something. It can be to find out more about a specific offer, download your latest price list, request a quote for your service, or simply to register interest in your products or services.
Keep it simple with statements like, “click here to share this post on Facebook” or “Leave a comment and have your say”. It is important to remember that if someone has clicked on your call to action, they have read your email or landing page through to the end which goes a long way to qualifying your new leads as being genuinely interested.
When you create your landing page you need to have a clear idea of what your objectives are. If you want to encourage downloads of your new white paper in exchange for personal information, make the CTA absolutely clear. There shouldn’t be too much going on design-wise with your landing page as that complicates the issue, although you should aim to attract the attention of your audience with a large CTA.
Get into Guest Blogging
The advantage of blogging on other related websites is that you can use the opportunity to link to a landing page. By doing this, you can appeal to a whole new audience which of course, represents a significant number of potential leads.
Make your link clearly visible in your blog pieces by placing it in the middle of your byline or bio at the bottom and tease readers to follow the link. All you have to do is ensure that your offer speaks directly to the audience you are trying to reach and that your links to customised landing pages always work.
Use Video to Attract Traffic to your Landing Pages
Using video is a really effective way of digging up new leads and also networking with others in your sector and can easily be done with YouTube and Vimeo. When using video, make sure you make full use of the description section by linking it to a customised landing page that targets your specific audience. For example, if your video is a book promotion, link to a landing page that allows your audience to learn more and buy the book.
You can make the most of videos by adding custom links known as ‘annotations’. These links ‘float’ over the video enticing viewers to explore your content. You can place links to landing pages in your annotations at the end of a video encouraging viewers to find out more.
The Golden Rule of Keeping your Focus Narrow
As mentioned above, it is always best to keep the design of your landing pages simple and that applies to your offer also. Research shows that it takes longer for people to make decisions when faced with more choices and so you really want to be quite specific about what you want the reader to do next.
Don’t make your landing page too busy. There’s no need for a navigation bar or loads of images. You don’t want to have elements other than your CTA for the reader to click on. Also make sure that you request only the information you need when you use forms. The more fields there are for your visitor to enter, the less chance you’ll have of getting good responses.
There are no limits to how many landing pages you choose to have – it’s more about using the ones you have wisely. Each time you create a landing page, you should have clear objectives that are obvious to the reader and more likely to encourage further engagement.
With every new product you add to your range or for those special offers, you should create at least one landing page. It’s a great way to target your prospects and reach your audience in a more personal way to encourage future business. If you are creating and designing a landing page is beyond your technical know-how, we are happy to assist you with your requirements, just contact us.