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According to MarketingSherpa the number one reason marketers do not use landing pages to help drive new leads for their business is because they do not know how to set them up. This is a problem…
There are many reliable landing page software on the market today to help marketers easily create highly converting landing pages, without having to know a piece of coding. Every campaign you run should be tied to its own landing page, no exception. If you are promoting a new offer, event or driving interest on a product/service then you should be driving this traffic to a dedicated landing page, not your homepage.
Let’s take a look at these 7 tips to creating a high converting landing pages.
1) Get to the Point Already!
People ended up on your landing page because they are hooping you follow through with the offer you promised…give it to them…and make it as straightforward and to the point as best you can.
The landing page has one purpose, for you to tell the visitor exactly what it is they can expect to receive and a reminder of the benefits of why they need it.
2) Use contrasting colors
You want your main call to action to stick out. Draw peoples attention to your call to action and tell them exactly what you want them to do. If it is filling out a form or clicking on a button make it stand out and obvious what you want the visitor to do.
Use the same logo and color scheme as the rest of your website ( except for the call to action) so that people know they are still on your website.
4) Avoid to many Images
Don’t overdue the images and graphics. This may seem like a good idea but A/B tests by leading marketing companies shows a decrease in conversions when there are just to many “things” going on in the landing page. Use your logo, some text and a form with a contrasting call to action button.
Format your landing page so that it establishes a clear visual hierarchy. Using the right titles, headlines and sub headlines helps you get across the right message in an easily readable format. Remember point one, get right to the point.
6) Add Social
If you have an offer that has been recieved well by your audience, then show some social proof with screen shots or a number ticker. If your numbers aren’r that impressive then make sure you add your social icons to enable that visitor to share the offer with their network.
7) Be consistent
It is good practice to keep testing and optimizing your landing page layout, but once you find something that is working, keep the format consistent. Visitors like to see a common format across their journey on your site so make sure they know they know the difference between your landing pages and a blog post.
Lastly, lets look at an example of a well put together landing page.
Looking at the landing page example above, you can see the 7 on page landing page tips you should incorporate to get the highest conversions you can.
The landing page has a clear, concise compelling headline and NO navigation bars. It clearly states in 2-3 sentences what the offer is and why it is valuable to the visitor. Most importantly it includes a short form for the visitor to fill out with a relevant image that shows what they will receive.
Use the example above to guide you when creating your next landing page.
You should keep an eye on Twitter updates and how this may effect your lead generation.
Social Media has 100% higher lead to close rate than outbound marketing. ( State of Inbound Marketing, 2012).
Twitter has for a few months rolled out a couple updates that can help impact your traffic and lead generation positively.
So lets get right to it….
1) Images in the Feed
What is it?
Twitter will now automatically show images right in the feed as you scroll similar to how Facebook does it. Basically users don’t have to click the link just to get to the image now. It is proven that images increase click through rates on social.
Why should you care?
HubSpot ran some A/B tests and determined that including an image can increase lead generation by 55%. They also found that images improved clicks, retweets, favorites and overall engagement.
How can you implement images into your tweets. For best results, use text for your headline, a link to the content you are sharing OR to a landing page to generate leads and now a link to an image to draw in peoples attention.
Actions to take:
2) Lead Gen Cards
For promotional tweets only, twitter cards are multimedia drop boxes that enable marketers to collect information like email addresses right from a tweet- no need for them to click off onto a landing page.
Why is this important?
One less action the visitor has to take. Your sponsored tweets can now work for you in collecting your leads information. Twitter provides you with the analytics on the performance of your cards, including leads, cost per, and ad spend.
Action to take
Pinterest is becoming an important player for marketers and their lead generation goals. Here we will review how to use Pinterest for business to help you drive awareness and traffic back to your website.
lets get to it…..
1) Pinterest Analytics
Pinterest now now offers FREE analytics tools for business accounts. This means you need a live working website. The analytics will give you more insight into your performance, ranging from impression and click data to engagement and behavior date….doesn’t get much better than this!
Why is it important for business’ lead generation?
You can now easily measure your influence and content strategy. You can measure this by looking at the activity around the content that you pinned as well as seeing what content on your website was pinned by users.
This will help you refine your content strategy to understand what kind of content your audience engages with giving you an idea of what to create in the future. **Understading what your content on Pinterest is doing, will help you double down on what works which will result in Pinterest being a traffic source for you.
How to use this:
2) Rich Pins
Image source: Pinterest
Pinterest launched several new kinds of rich pins, each designed for different types of content.
How does this effect your business? The most important takeaway is that you can now include new forms of content on Pinterest that in the past may have been lacking the visual component.
If a large part of your strategy is content marketing, ( which would be a good idea) then now you can expand the type of content you can use on Pinterest. Pinterest can now play a role as part of your content distribution networks, just don’t forget that it is still a very visual audience.
Any business can now promote their blog or share related content here.
How to use this