Earlier this year we published a post on Landing Pages Make Me an Offer 40+ where we discussed the importance of landing pages, and why it is a good idea to have lots of them.
The nice thing about the web is that once you publish a page your link can live forever. It can easily travel into unknown territory and bring you leads from places that you never thought of targeting.
The more landing pages you have the more likely you are for successfully converting visitors into leads on your site. No two people are the same and one offer for a particular ebook may sit well for certain people and hold no appeal for another group. So it makes sense that by having more pages in place your chances of appealing to these people is higher.
The question then is what are these landing pages promoting? There has to be a call-to-action somewhere that draws the interest of the reader enough to get them to opt-in to your site’s landing page. What are some things that you can give away easily?
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Related article: Secret Hidden-in-Plain-Site Inbound Marketing Tip: Call-to-Action
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Giveaway Content
Since the easy way to entice people to your site is by offering a giveaway of some kind, most marketers use a few main types of giveaways.
- Ebooks
- Reports
- Videos
- Audio
- Free graphics
- Free chapter of book
There is no limit to what you can offer and you are really only limited by your imagination. Of course, you want to ensure that it is related to what you are offering on your main website.
Where to Find Your Content
When it comes to having an actual product to give away, you can either write or create the product yourself or use content you curate. Content curation involved finding several articles about your topic and using snippets of their article giving them full credit while combining all the articles together in a unique new way of looking at the subject. You do have to add your own ideas to tie the authorities’ quotes together.
You can also take content which you already have written such as previous articles and compile them into your own product. Resources guides and how to reports are great items to give away as well. Turning your work into a PDF file and using a simple cover are all it takes to have a new product.
Creating Additional Landing Pages
While creating additional landing pages the key important aspect of your campaign it can also be extremely time consuming. You have choices when it comes to this and you can purchase software, plugins or join a membership site that offers various ready to customize landing pages. One example of this is Leadpages, a popular way to build tons of landing pages along with sales pages quickly. It even converts a landing page to a Facebook landing pages.
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Related article: Landing Pages Make Me an Offer 40+
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Your Marketing Offer
Once you have created your landing pages you want to ensure that they are converting well for you. You can track your results with tools such as Google Analytics or Hubspot Analytics, but you want to start off with a solid marketing offer.
A solid marketing offer has several qualities including:
- A targeted offer
- A quality offer
- Relates to your main business
- Includes a call to action
Detailed information on creating a great marketing offer can be found on the Hubspot’s article: How to Create Marketing Offers That Don’t Fall Flat. One thing the writer Pamela Vaughan says related to our idea that you need to create different offers for each persona type client.
3. Targeted to the Right Buyer Persona at the Right Time
As we hinted at before, a truly great marketing offer also takes into account a person's point in the sales process as well as that buyer persona's specific interests and needs. How this really comes into play is in lead nurturing campaigns and how you decide which calls-to-action (CTAs) to place where on your website.
After discussing buyer persons, Pamela goes on to talk about how to leverage your offers effectively. She states that if the offers are targeting the buyer person, it goes without saying that there need to be a variety of offers.
Or you could use the same offer, but package it differently for different personas. You want to be sure to have different landing pages for each so you know if you have done this correctly. How do you keep this straight? A spreadsheet will show you what you have, where you have holes and ways to follow the activity of the leads. Funny how all these topics intertwine. How many landing pages do you have? Can you come up with more fairly easily?
Jaco Grobbelaar is the owner of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.
Jaco can be reached at jaco@broadvisionmarketing.com or 707.766.9778 or connect with Jaco on Facebook - www.facebook.com/broadvisionmarketing - and LinkedIn - www.linkedin.com/in/JacoGrobbelaar. He can also be found at Jaco+.