— for B2B customer prospects and marketers
“Are we capturing leads from our marcomm activities?”
“Can we measure the results of our ad program?”
“Are prospects finding the information they want on our website?”
If you’ve been pondering any of these questions, there’s one phrase that should come to mind. Landing pages. A landing page is a webpage that looks similar to the rest of your website, but it’s accessible only through a special URL listed in your ads, marketing emails or other promotional communications. Landing pages have become an integral component of business-to-business marcomm programs because they serve prospects and marketers alike.
When prospects arrive on an effective landing page, they can easily find what you promised in your ad or other marcomm tactic — such as a video, white paper, software or other valuable offer. At the same time, you as the marketer have the opportunity to gather lead information and measure campaign results. Best of all, the process takes just minutes or even seconds.
Here are some guidelines for creating landing pages that answer the information needs of prospects and your own marketing needs:
- Assure prospects they’ve come to the right place. Your landing page should offer a good visual tie to whatever communiqué drove visitors to your page, and it should be consistent graphically with your main website.
- Make it easy to get what you offered. If your ad or mailer says, “Ask for our free design guide,” make sure your landing page tells visitors how to get one. Whether you intend to fulfill by mail, email, or downloadable PDF, don’t forget the Law of Convenience.
- Speak directly to your audience. Landing pages are excellent for campaigns aimed at specific target audiences. Use your visitors’ terminology and don’t forget to direct them to content within your website by using deep links, i.e., hotlinks that take visitors to specific related content on other pages of your website.
- Solicit information. Ask visitors for their name, email address and information about their needs — but don’t ask more questions than what your “offer” is worth or you’ll turn visitors away. This contact data is fodder for your marketing database and the first step toward a qualified sales lead. (Remember to request permission to send future information.)
- Stay focused. Remember that the task at hand is to provide a follow-up to an ad campaign, mailer, email, etc. If a visitor wants more, link him to your related content or your main website.
- Say “Thank you.” Your prospect has made an effort to come to you, so be polite and thank him for his interest in your product, service, or company.
- Measure results. Since visitors can only get to your landing page using the URL used in your campaign, it is easy to equate landing page visitors with the impact of your campaign. You can also compare the number of requests for each of your offers. Use these results to fine-tune future marketing communications efforts.
Landing pages help you capture leads and calculate the efficacy of your ad campaigns — all while making things convenient for your prospects. Ready to discover landing pages of your own? Contact your CCC account manager or firstname.lastname@example.org.