You’ve built the perfect landing page, used A/B testing to tweak your copy, and generated the most perfect call-to-action you can think of…
However, your conversion rate is closer to zero than a sloth’s chance of winning the London Marathon. What gives?
When you create a landing page, it’s not enough to hit the publish button and wait for prospective customers to come and check you out. You also need to market your page to ensure your target audience knows where to find you.
So how can you carry out landing page marketing?
We’re so glad you asked! Here’s our guide to developing a landing page marketing strategy that brings in clicks and sales.
1. Work out your goals
When doing any marketing, you need to know where you currently stand, what you want to achieve, and how you will get there. The same logic applies to your landing page marketing.
Grab yourself a hot cup of coffee (or an iced coffee if the weather is nice!) and ask yourself the following things:
- Determine your target audience – who do you want to market your landing page to in order to see optimal results?
- Think about your landing page funnel and how you can push prospective customers towards a conversion. Different marketing channels will appeal to people depending on where they are in your funnel
- Identify your overall marketing goal for your landing page – do you want to generate leads, encourage sales, or raise brand awareness?
- Have a tangible goal in place. Think SMART and make sure your goal is:
- Specific
- Measurable
- Achievable
- Realistic
- Timely
- Understand what your budget is – this will help you identify the right marketing channels for your needs
- Look at what your competitors are doing – this will help you see which marketing channels will work best for your landing page. Put yourself in the shoes of your target audience; would you click on a competitor’s ad or email link?
2. Identify which marketing channels you want to use
The thing we love most about digital marketing is that there are so many channels you can take advantage of. No matter who you’re trying to target, your budget, and your end goals, you can market your landing page however you want!
Here are some channels you might use in your landing page marketing strategy. Remember that you don’t have to use them all – pick the ones that best suit your requirements.
SEO
Search engine optimisation (or SEO) is the science of ensuring your landing page ranks as highly in the search engines as possible. It includes everything from using the right keywords to ensuring your landing page loads quickly on mobile.
SEO is one of the most cost-effective ways of getting organic traffic to your site and really delivers results. Four out of five landing pages aren’t optimised as well as they could be, so a well-developed approach to SEO can give you an advantage over your rivals.
The downside of SEO is that it does take time to work. Great if you’re creating an evergreen landing page, not so much if you’re running a time-sensitive campaign. If this is the case, there are other marketing channels you can use.
Paid search and paid social
Paid search and paid social ads are great for two reasons.
First, you can use PPC ads to appear at the top of the search engine results, meaning you don’t have to wait for SEO to take effect.
Secondly, you can use paid search and paid social to target new or existing customers, encouraging them to come and check out your shiny new page.
Let’s say you want to target people who have visited your landing page but didn’t convert the first time around. You can set up a retargeting campaign to follow them around the web and social media, encouraging them to come back and carry out that all-important final click.
Social media platforms (like Facebook) let you target prospective customers with laser precision, meaning your ads will only be shown to the people most likely to visit your site and convert.
There is a significant cost for paid search and paid social. However, you can minimise this expense and maximise conversions by working with an agency experienced in running PPC management and paid social campaigns.
(We’re dropping no names, of course!)
Affiliate marketing
Landing pages and affiliate marketing go together like chips and ketchup! This landing page marketing strategy is great as other people do all the hard work for you.
Let’s say you have a landing page encouraging people to buy a digital recipe book. You can then encourage other people, known as affiliate sellers, to promote your landing page on your behalf. When someone they’ve guided to your landing page buys your book, they earn a commission.
Affiliate marketing accounts for about 16% of all eCommerce sales, so it’s a powerful tool!
With landing pages for affiliate marketing, it’s crucial to have the proper infrastructure to track sales and pay affiliates. You can do this manually using UTM codes and/or discount codes or implement an off-the-shelf system that manages clicks for you.
Email marketing
Email marketing has one of the best return on investments around – for every £1 you spend; you can get £36 in return!
This marketing channel is fantastic because the intent to buy your products and services is high. With a bit of nurturing and a strong call-to-action, you can encourage prospective customers to check out your landing page and convert.
How can you make email marketing work for you when it comes to landing page marketing?
Use segmentation to ensure you’re targeting the right audience, personalise your message as much as possible, and highlight value to the reader. How will they benefit from clicking on your call-to-action and visiting your landing page?
3. Create your copy and your assets
You’ve spent hours fine-tuning the text, images, and call-to-action on your landing page. You need to ensure that the marketing channels that direct people to your landing page are just as enticing.
Consistency is vital when it comes to marketing your landing page. You want to encourage brand awareness by using similar copy, colours, and imagery to the page you’ve created. After all, 71% of customers are more likely to buy from a brand that they recognise.
Ensuring consistency also ensures that the right customers get to your landing page. If your landing page says one thing and your email blast or social media ad says another, it’s likely to lead to confusion and lost clicks.
Regularly checking your campaign means you can amend your copy and images to keep prospective customers interested. This brings us nicely to the final step of the process…
4. Analyse and make changes as you go
You’ve set up your campaign to market your landing page, and everything seems to be going well. However, it’s important to constantly review your marketing channels to see which are bringing you the best results, and which might need optimising.
This is especially important if you’re running a long-term, evergreen marketing campaign. Evolving industries, changing target audiences, and other external factors may mean your marketing strategy must also develop and grow
Look at which channels bring you the most traffic and conversions. For example, if your social media ads generate lots of page visits, but not many conversions, you may need to tweak your ad message to appeal to a different audience.
Identify return on investment (ROI) or return on ad spend (ROAS) separately for each marketing channel you use. This will give you a clear snapshot of which channels are working the hardest to bring in revenue and provide value.
Landing page marketing that brings results with Bubblegum Search
Landing page optimisation and digital marketing don’t have to be expensive or time-consuming.
Identify your goals, determine the right marketing channels for your needs, and keep checking those stats. You’ll be driving a solid return on investment in no time at all!
If you want to market your landing pages effortlessly, there’s no shame in bringing in the experts.
At Bubblegum Search, we have several years of experience planning, developing, creating, and marketing landing pages across a wide range of industries.
Our team will work with you to understand your goals, build your page, and market it to the right people. And, of course, we’ll provide regular updates so you can see how many leads and sales your awesome landing page is driving to your business!
Contact us today and take the first step towards perfect landing page marketing.