Do you want to understand what a landing page is and if you really should create one for your digital strategy? If the answer is yes then this article for you.
In the digital world, there is a long list of tools and tactics with which you can play and experiment; Landing pages are part of this great list. When they are accompanied by a comprehensive digital strategy, landing pages can offer you many benefits.
Even so, it is important to know how to make a landing page, when to implement it and where to place it in your stock flow. In the same way, landing pages, like any other action, need specific and specific objectives, this must be clear before designing and launching the page.
Keep reading to learn what is a landing page is and how to use it in your digital strategy.
Table of contents:
- What is a landing page?
- Digital advertising campaigns
- Subscriptions to your blog
- Registration for an event
- Promote the launch of a product
What is a landing page?
The objective of a landing page is for your visitors to perform some specific action, in other words, a conversion, either by downloading an e-book, filling out a form, registering for an event or webinar, scheduling an appointment, among others.
Instead of directing your visitors to your website (they are probably distracted by all the browsing options), the idea is to direct them to a single page specially designed to guide them towards the action you want.
For example: You decide to launch a webinar and promote it through a Google Ads campaign, instead of taking those people to your website and praying that they find the page with the webinar form, it is better to create a landing page especially designed for people to sign up.
Depending on your objectives, landing pages are an excellent way to capture leads and increase the chances of your sales or brand recognition. It is worth mentioning that it is important that on the landing page you specify what is the value that people will get after leaving their information data since many people are not willing to deliver this information so easily.
The 4 ways to use landing pages in your digital strategy
1. Digital advertising campaigns
Google Ads, Facebook Ads, Instagram Ads or LinkedIn Ads, when it comes to digital advertising campaigns, it is essential that you have a landing page. If you are already investing money in a PPC campaign, why not do everything possible to ensure that you are making the most out of your investment?
That’s why it’s important that in your stock flow you make sure you take people to a landing page after they click on your ad. Also, keep in mind to create a thank you page after people do the conversion to install a tracking code, with this you can measure the number of conversions in Analytics.
For example: Suppose you have a car wash business at home and decide that this month you want to give a 10% discount to new customers. You launch a campaign in Facebook Ads to promote the discount, when people click, you take them to a landing page where you explain the benefits of your car wash at home, some testimonies and a short form for people to leave their data and can receive your discount.
2. Subscriptions to your blog
One way to promote your blog is through subscriptions where readers can keep up to date with your latest publications. In this case, you can create a landing page to increase the number of registrations. When people click on the call-to-action or call to action as “I want to know about the latest news,” you can direct them to a landing page that explains what it means to subscribe to your blog, the information you will receive, the periodicity of the mails and how they can benefit from the information you are sending.
Tip: When people fill out the form on the landing page, it is worth including a field that asks them what topics they would like to read or what they are interested in, in order to segment their audience and be consistent with the information you send your subscribers.
3. Registration for an event
Organizing an event, either face-to-face or online as a webinar, requires a lot of time and resources. It is very discouraging to invest so much work and effort in one event only to realize that you have very few attendees. There is no better tool than a well designed landing page to tell your audience exactly why they should attend your event and what benefits they will get.
The content that you include in the landing page of your event is very important. It is advisable to follow a simple design line, but rich in content, so do not forget to put things such as a photo gallery, promotional video, information of the speakers, benefits of attending the event, information on prices, testimonials (if you have had previous), a schedule of talks and activities, a time timer to generate a sense of urgency and of course, the registration form.
How do you manage to get people to the landing page of your event? It all depends on your budget, the profile of your assistants and the communication channels you handle. You can launch a campaign on Facebook Ads and Instagram Ads, as well as ads on Google Ads. In the same way it is advisable to promote the event on the main page of your website, publish banners on your blog and posts on your social networks. On the other hand, you can launch an email marketing strategy using the database of your current customers to invite them to attend the event.
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4. Promote the launch of a product
Are you working on the launch of an application? Are you going to launch a new book of food recipes? A good promotion tactic is to create a pre-launch landing page for your new product. In other words, it’s like a “soon” page that generates expectation around your brand. This can help you compile an initial list of people who are interested in your product.
The idea is that the landing page offers people who sign up or leave their mail (already depends on your call-to-action) a special offer only available in the period before the launch. This could be a discount, exclusive content or access to the community.
Tip: Include a countdown timer to increase the sense of urgency and conversions. Make sure the timer is set so that people understand when the new product will be launched.
As you can see, there are many ways to use a landing page in your digital strategy, as long as you know what your goals, budget and profile of your potential client are to know what promotion channels to use.
If you have used landing pages to boost your digital strategy, leave a comment telling your experience, whether you achieved the results you wanted or if you learned something new.
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