Jargon Buster – Landing Page.
Oh yes, it’s that time again. We’ve all been wanting a dose of Jargon Buster, and today we’ve got a good one! We’re talking landing pages. And no, landing pages aren’t the result of you throwing your forms out of your office window.
Well, yes, they are. But, they’re not the type of landing pages we’re talking about today.
What is a Landing Page?
A landing page is a specific page of a website designed to gain details of potential customers.
As part of a lead generation campaign, landing pages offer something for free in exchange for details of the user. These details are added to a database, which a business can use to build a list of potential clients. With this, a business can focus on marketing and advertising to this list of people.
How Do Landing Pages Work?
For a landing page to be successful, the business must first identify the pain points of its customers. If this isn’t done, the landing page will likely fail.
From this, the giveaway is created. This is often a document of sorts. White papers, guides, and checklists are most commonly used. This document tackles an issue your potential customer is facing. For example, if your business sells car accessories, you might create a white paper called “The Must-Have Car Accessories of 2019”. This sort of guide will work well for several reasons:
· It will appeal to your target audience.
· It’s a keyphrase your target audience may search for.
· It can be updated year-by-year.
· It shows your business’ knowledge in your market.
Of course, each business works differently. And for this to work, you must understand your target audience. To read more about this, click here.
Once the document has been created, you offer the document in exchange for details such as name, age, and email address. When entering their details, potential leads will also be asked if they’re willing to be potentially added to a mailing list. If they say yes, this information is placed into a database. This database is later used to create a mailing list of potential customers, all of which have an interest in your business.
How do you know they’re interested in your business?
The fact they wanted whatever content you’re offering shows that they have some interest in your business and services. Of course, there’s no guarantee that every person on this list will convert into customers. But, by using a landing page and lead generation campaign, you’re marketing towards people already interested in your services. Rather than advertising blindly.
What Type of Business Can Benefit from a Landing Page?
Every business with a website can enjoy the benefits of a landing page. The difference between succeeding and failing is purely a case of knowing how to identify with your target audience.
If you try to construct a landing page or lead generation campaign without proper research or knowledge, it will likely end poorly. This is why it’s recommended to create both a landing page and lead generation campaign with the help of a digital marketing agency.
If a business understands the pain points of its target audience, they’re more likely to benefit from having a landing page. Provided it’s paired with an effective lead generation campaign.
How Can My Business Get a Landing Page?
The best approach to create a landing page for your business is via a digital marketing agency.
As these agencies often specialise in lead generation campaigns and landing pages, they offer the best results. If they also offer content creation services, they will be able to create enticing content to use for your landing page. This creates a better experience for potential leads and a higher chance of more of your target audience providing their details.
Of course, you can create your own landing page for your website. As well as the guide or whitepaper you’re offering. But this can be risky. Imagine it like redecorating your kitchen.
Sure, you could watch some videos, invite some friends over, and get cracking. But then you realise that you’ve got to deal with the electrics. And the gas. And the water pipes. All of this while making sure the appliances are functional AND look nice. By the time you’ve ripped out the washing machine and sanded down the walls, you’ll have wished you’d called an expert. Creating a landing page and lead generation campaign is no different.
When creating a landing page, there are many things to consider. This includes:
· The quality of the content provided (level of knowledge, spelling, and grammar, etc).
· The page is GDPR compliant.
· Your leads feel the exchange is fair.
· The website is responsive and well designed.
· The details exchanged are securely stored when provided.
Creating your own landing page means you must ensure you achieve these points and more. And this doesn’t include the creation and maintenance of the lead generation campaign.
So, if you don’t wish to worry about ensuring these points are met, you may want to use the services of a digital marketing agency.
To conclude, a well-constructed landing page can provide your business with huge benefits. However, this does depend on how well made the landing page is. It also depends on other elements outside of the landing page.
Landing pages are a part of the lead generation process. When used on their own, the chances of success with just a landing page are significantly less. Equally, a lead generation campaign with a landing page is nothing without proper research and quality. After all, it’s all about engaging with your target audience.
To read more about how we can enhance your business with a landing page as part of a lead generation campaign, click here.
YMG are a full-service digital marketing agency based in Chelmsford, Essex. We specialise in the sporting and fitness market. However, our elite sporting principles and services can be used to enhance any business.
YMG are home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.