Do you spend hours on your website blogging about your products or services with no results? Unfortunately, this is common among bloggers who are not implementing and executing an effective inbound marketing campaign.
Rather than spending money on paid advertising, buying leads, or purchasing email lists, the concept of inbound marketing focuses on creating engaging content that will naturally draw potential clients to your website. In fact, inbound marketing has been considered to be the best and most effective way to market online since 2006. However, you can't simply write blog posts and expect customers to come. Instead, you need a plan to help your customers find your content. Inbound marketing is crucial to helping you build your content audience, and learning to design an effective landing page is a key consideration to your campaign strategy.
To further understand the concept of incorporating landing pages for your content, let's consider the following example. If your business was selling organic dog food, a good idea would be to write a free, downloadable report on the ways organic dog food can improve the lives of your potential customer's pets. In order to draw customers to your free report, you might consider posting your free offer on social media sites or as an email to your client list.
When customers click on your link to get your free report, you direct them to a landing page that is a focused sales presentation for your product. Instead of sending them directly to the homepage of your website, the landing page is an opportunity to sell to your clients and educate them on the benefits of your product.
There is a science to creating a landing page that converts visitors to customers, and there are a few essential elements that every great page should contain.
When visitors arrive to your landing page, they need to be immediately intrigued in order to stick around. Your headline should be large, in an attractive color, and it should give the reader an idea of what your business is all about. For our organic dog food example, your headline could be something like, "I Want a Healthier Dog!" The headline gives a brief explanation as to what your landing page will cover, and it will capture the attention of anyone who is interested in having a healthier dog.
Point Out the Problem
Every service or product solves a problem of some sort. Your landing page needs to explain what kind of problem your product is going to solve and how you are going to improve your customer's life. You want to make the reader believe they must have your product or they are going to be missing out on something.
A large, professional, attractive picture on your landing page will go far in grabbing your customer's attention. For our example, a picture of a beautiful, healthy, active dog drives the point home that if your customers want a dog that is as happy and healthy as this one, they need your product.
A Good Explanation
Your landing page has to offer a well-executed explanation of your product or service. It should be straight-forward and free of "fluff." Your explanation should be detail-oriented and explain all the benefits your product offers.
Call to Action
Perhaps the most important element of a great landing page is a call to action. Once your potential customers understand what your product is and why they need it, you need to compel them to buy it. Your call to action should be large, in a contrasting color from the rest of your site, and easy to follow. Many call to actions are in the form of a clickable button that aggressively asks the customer to buy your product.
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