How to Create an EffectiveInbound Marketing Campaign

KillerLandingPages

Step#2

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So you’ve created an ebook, infographic, or video guide carefullydesigned for the prospective customers you wantto reach, or you’re offering a free trail or productdemo to encourage leads to become customers.

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• After all that effort, you want to do all you can to get your offer in front of the right people.• You also need to be sure that your new content helps you achieve your goal of converting visitors into leads and leads into customers.

The first step to achieving both of those things is an amazing landing page.

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What Is aLanding Page?In case this idea is new to you, a landing page is a page on your website dedicated exclusively to the exchange of your offer for some information from the visitor, thereby converting them into a lead. You each get something you want, and everybody’s happy.

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A good landing page will target a particular audience, such as traffic from an email campaign promoting the offer, or visitors who clicked on a digital ad. By building a unique landing page for each of the offers you create, you can track the success of other parts of your campaign, such as your email marketing.

• An image, and a description of the benefits of your offer• A form for visitors to fill out in order to receive the resource you’ve created

Landing Page Features

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Example of a Landing Page

There are lots of ways to improve your landing pagesand convert a higher percentage of visitors into leads.

Broken down by page element, here’s how...

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People have short attention spans, especially online.• Make your offer as clear as possible with the “blink test” – can the viewer understand your offer and what you’re asking of them in less than 5 seconds?• The title should make the basics of your offer immediately clear.

The Headline

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Explain the benefits of your offer with a clear and specific description.

The Body

• Bullet points and numbering can make this information easier to understand quickly.• Bold text, italics, and layout can also improve the visual impact.

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Images are essential to capturing the attention of visitors and giving your offer a feeling of authority and authenticity.

The ImageYour landing page needs to have an image representing your offer, whether that’s a picture of the cover of your ebook or a headshot of the person leading the webinar.

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Example of a Landing Page

The rest of the landing page means nothing if an overly complicated form drives away your potential leads.

The Form• Keep the form “above the fold,” and only ask for information that’s essential – too many questions, and people will be less willing to fill out the form, but if you request too little information, you won’t have what you need to evaluate and pursue leads.• Ideally, request the minimum info you need to contact and qualify the lead, usually not more than 4 or 5 fields, several of which may be optional.

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Like satellites of your landing page, calls to action (CTAs) are placed across your web presence in strategic positions.They draw traffic to your landing page, helping to convert visitors into leads. You should place CTAs on your home page, products or services pages, blog, and About Us page to guide visitors’ decisions about what to do next.

Calls to Action

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Download OurFree Ebook!Download our ebookto learn more about notonly what constitutesan effective marketing campaign, but how tobuild and implement one!

HOW TO CREATE AN EFFECTIVE INBOUND MARKETING CAMPAIGN

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