7 Reasons For Building a Landing Page for your Content Marketing Strategy
Content marketing strategies demand multiple mediums and multiple outlets in order to be effective.
Adding a landing page, a dedicated page under your domain to house incoming traffic, can be a viable strategy to improve your conversion rates and funnel your traffic.
While it will take some extra work and maintenance to keep up, the return on investment (ROI) makes it all worth it.
So, with that said, you need to keep in mind these 7 reasons why it is important to build a landing page for your content marketing strategy by Samuel Edwards, author Audiencebloom :
1. Improved conversion rates.
- A landing page can improve your conversion rates.
- Rather than relying on customers eventually finding their way to your contact page (or anywhere else you seek to convert them), your users will be immediately confronted with the opportunity to convert.
- Use social media or other content-based channels to attract traffic, then use the landing page as their immediate destination.
2. More specific traffic.
- Landing pages can also be used to funnel your traffic into more specific areas.
- Rather than sending all of your traffic to your main site, or individual product pages, you can easily split your users into appropriate categories.
- Rather than resorting to general messaging, drawing users into different landing pages will allow you to speak more specifically to each portion of your audience, and give you the chance to collect and store their information for future use.
3. Immediate branding opportunities.
- Content marketing is designed to show off your expertise passively, giving users a valuable experience while hoping they associate that experience with your brand.
- Calling out your brand specifically or openly bragging can actually turn people away from your content strategy.
- Using landing pages gives you more freedom to show off what makes your brand great.
- You’ll be able to create a design that obviously shows off your brand elements, and you’ll have the space to show off your brand’s greatness with testimonials or other statistics.
- By using your content to funnel users into a specific landing page, you’ll get the opportunity to get your brand squarely in your users’ faces without alienating them in the process.
4. A focal point for your outbound strategy.
- Content marketing programs sometimes suffer from a lack of direction.
- Instead of focusing in on a specific user goal, they’re designed to communicate generally with an audience, and gradually build a reputation.
- Landing pages provide a quick fix for that problem.
- Instead of worrying about where your users are going after they read your material, or crossing your fingers and hoping for the best, you can use your landing page to ensure your traffic gets to a worthwhile destination.
5. More measurable metrics.
- Some content marketers grow frustrated because of how difficult it is to measure the success of a campaign.
- Landing pages make the process much more objective.
- By using sales metrics, you can easily determine how much value each conversion brings you, and by using goal metrics (which you can set up in Google Analytics), you can easily determine the number of conversions your content is bringing in.
- With those two metrics, you should be able to accurately project an objective estimate of how much value your content marketing strategy is bringing.
6. A/B testing capabilities.
- Landing pages are also great because they allow you to perform A/B tests.
- If you have two competing products and you aren’t sure which one to spend more time promoting, you can set up two individual landing pages under the same conditions and see which one generates the greatest number of conversions.
- Alternatively, if you’re toying around with your branding and advertising strategy, you can easily use an “A” version and a “B” version of your landing page to gain valuable insights on your design and copy.
- You can then take this information and use it in your broader marketing and advertising campaign.
7. User behavior testing.
- Like A/B testing, user behavior testing to determine the most valuable parts of your landing pages.
- For example, by using heat maps, you can track exactly where your users are looking and interacting with your landing page.
- If they tend to congregate around the testimonials and you’re enjoying a high conversion rate, you better start using those testimonials on other applications.
- If your users focus on a bulleted list of product benefits and your conversion rate is low, you know you need to spend time refining how you market your product.
- Setting up a landing page with some kind of user behavior tracking is key to gaining insights about your audience.
Unfortunately, just setting up a landing page isn’t enough. You also need to pay close attention to the design, placement, and written copy of your landing page to maximize your chances of conversion.
Landing pages demand a different set of standards than traditional web pages, so prioritize the following qualities:
- The call to action needs to be prominent and clear, standing out above all other information and graphics.
- The headline must be prominent and catchy, concisely communicating the benefits of converting.
- The design needs to be minimalistic, only displaying what’s absolutely necessary.
- It’s important to include some sort of testimonial, review, or some indication that you’re an authority in the business.
“If you can design a landing page with these qualities and integrate it smoothly into your content marketing campaign, you’ll start seeing the benefits as soon as it goes live”……says Samuel
If you enjoyed this post and found TONS OF VALUE, please take a moment and share…Thank You!
Sharing Is Caring!
To Your Success,