While you may not think of them as such at first glance, your landing page might actually be the hardest working item in your inbound marketing tool kit. You probably already know how effective they are in attracting leads, but they’re also quite versatile when you’re developing brand awareness strategies. Distribution has a lot to do with how landing pages can be used for both lead generation and branding.
Landing pages can create brand awareness for your target audience. All of your content will be mapped according to where your potential customers are in the sales funnel; existing customers, leads in your email distribution list and CRM contacts are a few examples. When you’re focusing on raising brand awareness through your landing page, you’re targeting new prospects that are unfamiliar with your company. That means you need to develop content that engages them with a consistent brand message and establishes you as a thought leader.
You generate more leads with a well-developed landing page. When a visitor finds your blog content or social media post appealing enough to click through to your landing page, you absolutely can NOT disappoint. Skip the bells and whistles, but include appropriate graphics that are conducive to demonstrating your product and how it solves problems. Make your form simple to complete and not intrusive to just get the basics that you can use for marketing efforts and re-targeting later.
Use targeted email marketing to drive prospects to your landing page. Your distribution method of choice is different when you’re working with an established email list of leads. They’ve already given you their contact information, but obtaining these details alone will not drive them to your landing page. If you’re getting the most out of your CRM solution, you should be able to develop strategies that target a group of leads that are similar in some way. Formulate your email campaign around this information to provide content that speaks to them on an individual level.
Broad marketing through blog content can capture qualified leads. Your blog is the one of the best spots when you want to use your landing pages for brand awareness. The distribution is beyond broad. It’s infinite, actually, if you’re properly using SEO to get found by those prospects who are looking for information on topics that are important to them. Here, targeting a specific audience is less of a focus. Instead, aim for branding with a consistent and unique message.
Social media is another useful broad marketing approach. Social media is a unique tool in the marketing world, as it’s one of the tactics you can use to make your followers work for you. While you can’t always reach certain market segments with your content, you may be able to connect with them through material shared on social media. You can post video, links to your blog, website pages and other content that can increase your brand awareness through sharing.
The simple yet powerful landing page is often overlooked when marketers are seeking ways to raise brand awareness. Because they’re commonly viewed as tools for lead generation and nurturing, many don’t see the value the can offer in branding. The key distinction in successfully using landing pages for dual purposes is making sure your distribution efforts are in line with your goals.