By Becky Livingston
There are three ways to drive traffic toward your offer, including:
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- Paid advertising: Google, Bing, Twitter, LinkedIn, YouTube, Pinterest or Facebook advertising
- SEO, which is really search: creating content and information that gets discovered via the search engine that drives searchers to your site
- Your email list – I’ll assume you have one. If you don’t, I suggest that you start building one because
that’s ready-made permission with your potential clients to contact them on a regular basis. Then
what you can do is message them in a way that shows the value of what you’re offering and drives
them to particular landing pages.
Here are some ways to create content to support those efforts.
- Paid advertising – Google, Bing, Facebook, etc.
- Search engine optimization (SEO)
- Blog posts
- Presentations / Speaking engagements
- Advertising on referral sites
- Traditional marketing – radio, television, newspaper
Getting Started Checklist
If your website is built on a template format, there may already be a landing page design included. If not, do your research and look for templates you can use within you website platform. Remember, you don’t have to use a website as a landing page. It could be a Facebook app, a YouTube channel, Pinterest board, etc.
If you don’t know how to create a web page or landing page, work with an experienced web developer to ensure your page is created effectively and delivers the results you seek.
- Leverage a template to create the landing page.
- Write SEO-infused copy and headlines.
- Use a compelling image that correlates to the content on the page.
- Mirror the headline from the ad to the page.
- Keep the form simple.
- Ensure the form “Submit” goes to a valid email address that is monitored frequently.
- Use a call to action that makes sense for the audience.
- When you get a lead, follow up within a reasonable time, i.e., 24-72 hours.
- Measure the page’s results using website analytics.
The Buying Journey
Remember the landing page helps to drive leads in these cycles. The closer to the bottom of the funnel, the more information you will be collecting.
- Not in the market
- Problem defined
- Exploring options
- Evaluating solutions
- Final approval
- Implement / buy
Example – Top of the Funnel
Goal: Drive people to the page that will convert the lead to a sale quickly.
- Those who are seeking knowledge about a topic
- The simplest form or landing page should be used
- 1-2 fields to complete
- Great for collecting email addresses and adding to additional marketing efforts
- Few required fields on this from
- Longest to build relationship; may never convert
Example – Middle of the Funnel
Goal: Drive them closer to a sale with direct point-of-contact information.
- People who know what their problem is and are seeking a solution via service or product
- More complex form, with 4-6 fields to access content
- Closer to the buying phase
- May take time to convert to a buy, but less than top-of-the-funnel people
Example – Bottom of the Funnel
Goal: Close the sale.
- People who are ready to buy
- Specific solution to particular need
- Seeking no-frills landing page – give me the facts, ma’am
- If landing page with form, collects a lot of data
- More required fields on this form