Hey welcome back to another episode of Make Marketing Yours.
So, on Wednesday, I talked about 4 crucial things you need to do to build your list. One of the crucial things is the landing page.
What is a landing page? The landing page is a standalone web page designed to attract visitors to take a specific action. Visitors come to a landing page after clicking on an ad, like maybe FB ads, Google ads or from your email list.
Why the landing page is important because it is the first impression of your business or your offer, you might want visitors to provide you with their email address or navigator to your online store and buy, and a good landing page can increase the chances of conversion.
So I highly recommend having a different landing page for each of your campaign, offer or promotion. And I usually know for entrepreneurs, you don't have the time or resources to create multiple ad campaigns, funnels and landing pages. If that's you, don't worry! There are a lot of platforms in the market which can help you build a landing page. A lot of them already have templates there for you to use. It can be a landing page for opt-in, for a webinar, for high ticket sales and consulting. Of course, there are others for different objectives.
As a marketer myself for so many years, I have tested quite a lot of different platforms. All have their strengths and weaknesses. Again, it all depends on your objective and budget. If you are interested in finding out what I use or what I recommend, let me know by emailing me to branding@makemarketingyours.com or comments on this podcast so that I can do a podcast on this topic.
Usually, we use a landing page for lead capture and sales page. Before you can market yourself and your products/services, you need to gather leads, so that you can sell to them later. You can offer freebies in exchange for their email address. You need a lead capture page also known as a squeeze page. This is the first page of your sales funnel. Once you have captured leads, you can then market to them through email or nurture them through email and sell to them later. So your freebie, which is your lead magnet, has to be good and can provide values to your target audience. I know some of you struggle with coming up their lead magnet. The main reason is you don't exactly know what your target audience is or don't know what they want. You need to go back and start from basic. Do the research and look at your avatar. Can you find any similarities between people visited your website and people interact with you on Facebook and Instagram? Some things, such as age, gender, and location, might be easy to notice; others may be more complex. Draw as many parallels and conclusions as you can from your research. Once you have this sorted, you'll find it's so much easier when you create your lead magnet, your landing page and craft your sales copy.
Also, the lead magnet doesn't need a complicated one. It can be in the form of video, a webinar, a blueprint, checklist or cheat sheet. Something easy to put together. If you're not sure what should be included in the lead capture page, I've got a checklist for you to download. I will put the link down below.
http://bit.ly/leadscapturepage
So what is a good landing page?
BE SPECIFIC
Your landing page should be specific. Highly specific landing pages outperformed generic pages.
LESS is MORE
Creating short landing pages and to-the-point is essential. Depends on the goal of your landing page. If it's a lead generation landing page with a free ebook offer, you'll probably want the page to be short and concise. Selling higher-priced products on a click-through landing page generally needs a more extended explanation to convince people to buy. We called it a long-form sales page. The trick is finding a balance between pages that are too short that people aren't motivated to convert vs. pages that are so long that visitors are distracted or lose interest.
Once you have a landing page posted, start split testing which elements on your page are working and which aren't. The best part is you can split test anything! Headlines, content, CTAs, forms, offers, design, colours, and testimonials are all significant elements to test.