Inbound Marketing brings analytics, search optimization, blogging, lead management, email and social media platforms together on one powerful marketing campaign. Today we’re discussing the importance of landing pages and how they can make or break your campaign.
Landing pages are an essential component of any well-crafted, effective inbound marketing strategy. Picture these pages as landing pads for the numerous prospects that visit your website. Whether you’re looking to generate leads, sell products, or collect data, your landing pages are where the action happens. Information in this blog assumes you have a database where you’re keeping up with your contacts.
Why use landing pages for Inbound Marketing?
A landing page is a web page that allows you to capture a visitor’s information through a lead form. Essentially, it’s where your visitors “land” after clicking a call-to-action on your website, blog, offer or pay-per-click as on social networks, all of which are part of an effective Inbound Marketing campaign. On your landing page, your visitors will find a form that they can fill out to receive their offer. After submitting their information to your form, they’re created as a new lead in your database.
Why you should avoid using “Contact Us” forms in your Inbound Marketing?
Many companies have grown accustomed to using a “Contact Us” form on their websites as the primary means of capturing leads. While this form can admittedly collect information from your visitors, it is far from the best strategy. “Contact Us” forms are often ineffective because these pages are not targeted to specific visitors, are generally hidden somewhere in your website’s “About Us” section, and frequently attract spam and sales people. A generic “Contact Us” form lacks the targeting capabilities of landing pages and limits your ability to capture qualified leads. Instead of using a single form, Inbound Marketing works best when you diversify and create more offers that your visitors can download. If visitors are downloading educational content about your product, company, or industry, instead of sending you blanket “contact me!” messages, you’re more likely to acquire leads that are actually interested in your product or service. Leads are great, but qualified leads are even better.
Well-optimized landing pages allow you to take the prospects that you attract to your website and convert them into leads. Investing the time into creating well-designed and optimized landing pages is critical because these are your means for generating leads for your business. With the growing challenge of attracting and holding people’s attention online, it’s more important than ever to design your landing pages to trigger instant conversions.
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