Is Your Landing Page Generating Leads?

Posted by Owen Matson, Ph.D. on March 9
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MarketScale_Landing_Page_B2B_Marketing_Content.pngIs Your Landing Page Generating Leads?

While the definition of a web page and landing page may seem to be alike, in reality, the two are highly distinct. Web pages make up the hierarchical structure of your website and consist of pages like the home page, about us, team, industries, product overview — pages that typically make up your site navigation. Web pages, including the home page, are designed to deliver your corporate value and help your audience gain insight into the company. Whereas, landing pages are solely optimized to deliver on a content promise with the goal to convert visitors to customers. Unlike web pages, landing pages typically don’t have external links or navigation to other pages. Their one agenda is to make visitors click the call-to-action.

 It can be easy to confuse, and often the term landing page is used to reference the page in which a visitor is directed to/lands on via a link. However, a landing page itself needs to have specific content and functionality in order to:

  1. Attract visitors.
  2. Capture visitor data such as Name and Email.
  3. Convert a lead into a customer.

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Landing Pages for Lead Generation

Lead generation landing pages are used to collect visitor information, like name and email,  that will enable you to effectively engage and market to them along their buying journey. This page consists of detailed content about what you are offering along with a form to collect visitor data in exchange for specific content or offer. Be mindful about the length of your form, only ask for the information you need as this can have an impact on the conversion.Therefore, it’s best to keep it short and on point.

Examples of How to Use Landing Pages for Lead Generation

Landing pages are used for numerous reasons. Here’s an outline of some of the most common uses of a lead-generation landing page:

  • Free Trial Sign-up
  • Blog Sign-up
  • Product Demo
  • White Papers / Reports
  • eBooks / Guides
  • eNewsletter Sign-up
  • Event / Webinar Registration
  • Podcasts
  • Consultation service offers

Besides these uses, a landing page is also successful in generating sales leads by warming them up with essential details about products and services. This can lead to the purchase of your company product online and increase the number of subscribers for your site.

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Benefits of Landing Pages

Landing pages are like your digital sales reps, gathering information for marketing and sales about your prospects that help move them through the process of purchasing a product or service.

That’s important, because 98% of all website visitors will never come back to your website.

Also, for the majority of B2B websites, studies have shown that less than 6% of website visitors will convert to a lead. And of those, Gleanster Research estimates that 50% of leads are not qualified to buy.

So while website traffic is important, what’s even more important is getting the right kind of visitors to RETURN to your website. That’s why landing pages play such a vital role in B2B marketing.

Here’s how landing pages work: When someone visits your site, goes to a landing page and fills in a form, landing page software automatically adds that information to a leads database.

Based on the landing page and the information provided, that lead is then segmented into a group of similar leads. And with landing page software, you can see which pages the lead visits, what they’re searching for and even how they got to your site in the first place.

Since all leads are not created equal, it’s important to synch up landing pages with buying cycle steps and timing, which vary by industry.

MarketScale_Landing_Page_B2B_Data_Analytics_Marketing_Inbound.pngPerforming Research

Studies show that 75-98% of B2B website visitors are performing research. They are looking for content or information to solve a problem or fulfill a need, but THEY ARE NOT READY TO BUY.

To convert those types of visitors into leads, content that appeals to researchers is offered behind a landing page. Examples of effective lead conversion content for the research stage include white papers, guides, tip sheets, eBooks, checklists, videos and kits.

Establishing Buying Criteria

Anywhere from 2-25% of visitors to a website already recognize a need for a product or solution like yours. In that instance content related to performing research will not be as relevant to them. Instead, the chance of conversion is higher with content that includes information about your company like webinars, case studies, samples, product spec sheets or catalogs.

Evaluating Vendors

B2B marketers should have landing pages for visitors representing all three stages of buyer readiness and intent (i.e. performing research, establishing buying criteria, evaluating vendors). However, the most effort should be placed on capturing leads who are performing research, which represents the largest percentage of B2B website visitors (75-98%).

 While it’s important to be ready to sell to buyers who are ready to buy immediately, statistically speaking, there aren’t going to be many of them. Instead, by focusing on converting leads who are performing research (a much larger group), you have a better opportunity to nurture them along their buyer journey until they are ready to buy.

Landing Pages Work--Even When You Don't  

This is by far the most popular benefit that businesses love. You develop a landing page for one segment (niche) and market it as part of your content marketing strategy. Visitors are then persuaded to check out your page and may potentially sign up or download your opt-in offer. The process is automatic, with no extra work on your part. So, you can easily go on vacation with your family, sleep in, or work on your next real estate deal without worrying about manually generating sales for your business.

Credibility

Your landing page gives you credibility in the eyes of your visitors. This is because when you develop a landing page for your visitor, you tend to solve a problem for them (one specific niche). Hence, visitors of your website will consider this and put their faith in your website. This gives your business credibility and starts a new relationship based on thought leadership and trust.

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Generate Leads by Solving Problemns

A landing page provides visitors with the solution to their problem and directs them in submitting their email address to further cater to their needs. Thus, at the end of the day, you will have more qualified, valuable leads.

For small businesses to large, a landing page can act like a lead magnet gold mine if used correctly. It works towards creating your brand image, trust, and helps you to stand apart from your competition. In other words, you gain  a competitive advantage while simultaneously catering to your visitors’ needs and converting them into leads.

What types of landing pages are you interested in implementing for your business?  Give us a call today to discuss how to get started.

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Topics: Marketing Services, Content, B2B Marketing, B2B Content

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