An website landing page is typically used as a standalone web page users arrive at after they have taken some form of action (either by clicking a link or a button located on a promotional email or advertisement). Often produced as a hidden part of a business’ website, a landing page is often a targeted marketing tool designed to generate leads.
Acend2.com reports that one of the top priorities for marketers in 2020 was generating new leads.
Online users today are exposed daily to an untold number of digital marketing campaigns by businesses and retailers they visit online. Walking through a hypothetical example of how one small business incorporated landing pages for lead generation will demonstrate why your business should begin using them today.
Take for example, the owner of a new donut shop. Having been raised in the digital age, the donut shop owner utilizes SEO management techniques to optimize his business’ internet search rankings, drawing visitors online who have searched for products in that space. The owner has also been savvy enough to obtain hundreds of email addresses from patrons of his donut stand at farmers markets over the summer. She intends to use those email addresses as part of a larger digital marketing campaign to increase sales and profits. In addition to planned promotional emails to his former patrons, the owner also posts articles on his blog page weekly about his store’s donuts, the donut making process, and the pastry and desert space as whole. He understands the mechanics of SEO management and how these blog postings will improve his donut website’s search rankings.
Continuing the hypothetical, a mother wishing to surprise her daughter with a large donut display for 10th birthday searches the internet for the best donut displays. As she reviews her search results, she comes across one of the blog articles recently written by the donut shop owner entitled,“Top Ten Donut Displays of 2021.” She clicks the article link and begins to navigate through the content and imagery on the page. As she nears the bottom of the article, she notices a large button labeled “Special Event Donut Ideas.” Open to any and all original suggestions, she clicks the button to see if it includes any donut ideas for 10 year old birthday girls.
After clicking that button, the mother is taken to a landing page for the owner’s donut business. There, in addition to providing content and imagery of special event donuts, the landing page also offers a coupon for 50% off a new online order to any visitor who adds their name and email address to the monthly donut newsletter. The mother enters her name and email address where prompted and immediately receives the latest copy of the newsletter in her mailbox along with that coupon. Included in that email are the donut shop’s physical address, telephone number, website link and a CTA button labeled “Order Donuts Online.”
The donut shop’s landing page worked to generate the new lead for orders (via the online coupon) and grow the business’ audience with the new signup for their email newsletter. The page offered a platform for the donut owner to promote his services while successfully capturing the customer’s details, which which it can nurture future sales.
Today’s online businesses must use all the marketing and advertising tools available if they wish to remain fresh and competitive in today’s digital world. Incorporating landing pages as part of strategic social media campaigns will ensure that your business isn’t left behind.
If you’d like to learn more about how landing pages can help your business target customers or clients online, give Proctor Digital a call at 773.664.5819. We love helping brands grow by targeting new business online.