Landing pages offer many benefits to businesses, but their chief purpose is to facilitate conversions. A conversion is the completion of any action by a current or potential customer that helps to facilitate growth for your business—such as signing up for your email list, downloading a piece of content, or making a purchase. However, people aren’t always immediately ready to take an action you present to them, especially if it requires providing something like their contact information or money.
Landing pages facilitate conversions by supplying the additional information and focused instruction that people typically need in order to convert. This post will go over ways to use landing pages for your blog, email marketing, and social media efforts.
One way to promote your business blog is through subscriptions, where readers can stay up to date on your latest posts. In this case, you can use landing pages to increase the number of sign ups. When people click on a sign up call to action, you can direct them to a landing page that clarifies for users what subscribing means, what to expect, as well as to provide some more information on the basics of the blog and how they can benefit from it.
When people provide their email address on your blog subscription landing page, can might also include a form field that asks them what they want to know about or are most interested in, to help you cater your content accordingly. For example, you might ask “What is your greatest challenge?” or “What would you like to learn more about?.” It is a landing page best practice to limit the number of actions people need to take to convert, but one additional form field may provide valuable information to your business.
Another way to use landing pages for your small business blog is by creating one for welcoming new users. You can welcome first time readers and subscribers, and provide quick tips on how to get the most out of your blog, how to provide feedback, and where they can suggest topic ideas. This is a great way to show that you care about serving their needs, to create a positive user experience, and to show the more personal side of your business. You might also include an option for them to share your blog on social media, which can increase the visibility of your business blog.
There are many places to inform people that you have an email list and to ask them to sign up. This could be on your business website homepage, your blog, or even in social media posts. You can use a landing page for people who click on this call to action to help them understand what to expect if they sign up.
On the landing page, you can list out what you put in your emails. Businesses provide various combinations of content in their emails, such as industry updates, company news, links to content and blog posts, social media highlights, event notifications, or customer highlights.
Provide benefits for being on the email list, such as offers specifically for email subscribers, behind the scenes looks, or being the first to know about promotions.You may also want to use your landing page to reassure users that they won’t get bombarded by emails, that they can opt out any time, or change their preferences.
When you use a landing page to reduce the uncertainty of what signing up entails, and clarify for users what they will get out of it, you are likely to get more subscribers and less unsubscribers.
No one wants to see someone unsubscribe from their email list, but it happens, and for various reasons. When users unsubscribe, you can use a landing page to wish them a friendly farewell or to ask them why they chose to unsubscribe. This is a nice gesture that shows the personal side of your business and shows that you respect their preferences. It also gives you the opportunity to learn about your target audience and why they’re choosing to remove themselves from your email list. You may also want to include a link to opt back in, should they decide to in the future.
On the other hand, unsubscribing doesn’t mean a person is no longer interested in your business. Some people just don’t use email enough, others get too many emails, and yet others prefer shorter bits of content. In this case, you can use a landing page to inform them of other ways to stay connected, such as through social media.
Most, if not all, social media business profiles include a place to provide a link. Most businesses use their homepage, but you can also use a landing page for this. The landing page can promote a current campaign like an eBook or webinar or encourage users to sign up for your email list or subscribe to your blog. Facebook business pages in particular have an option to have a call to action button at the top of the page, such as sign up. The link for this button can lead to a designated landing page.
Social media is a great place to generate leads by promoting offers that people can obtain in exchange for their contact information. These can be presented in the form of social media advertisements
or social media posts. When a user clicks on the link in the post or ad, use a landing page to provide more information about the offer. This can warm customers up and increase their chances of providing their email address in order to obtain the offer. You might even use tone and language specific to the platform they are coming from, or to the content you typically put out on that platform.
If you are a product based business, you may want to consider using landing pages with Pinterest. You can post pictures of your products to your boards, and the link can be to a landing page specific to that product. There you can provide more information on the features and benefits of the product, as well as steps to purchase.
When you use landing pages in conjunction with your blog, email, and social media marketing efforts, you can equip people to make informed decisions about your business. As a result, the leads, subscribers, and customers you acquire will be higher quality because they know exactly what they are getting, so you can be sure that it is what they want.