Driving Traffic to Your Landing Pages for Lead Generation
As we dive into this final edition in our series on Landing Pages in Inbound Marketing, let us harken back to both our previous topics topics. Each of these build upon each other to lead us to this final step in effective landing page production. Without effective, high-value content and attention-grabbing design of landing pages, there would be no use in driving traffic to them. This week though we will look a several ways in which traffic can be driven to a compelling landing page.
What is a call-to-action? Called "CTAs" for short, a call-to-action is a clickable button or link informing the reader of a specific marketing offer. When the reader clicks on the link, they will then go to the landing page linked to that call-to-action.
CTAs in blog articles
A common place for a call-to-action button to be shared is within a blog article. These are oftentimes placed at the end of the article: after the viewer has finished reading through your content, they will oftentimes be interested in learning more about the blog article topic, or in learning more on a neighboring topic related to the blog article. This is a great place to share a call-to-action offering either additional downloadable information on the blog article topic, or suggesting additional marketing offers related to that blog article content such as getting access to recorded webinars, videos, tip sheets and other content pieces.
CTAs on social media sharing
This is similar to CTAs being shared within a blog article in many ways; however, these are through social media platforms. You can share posts on social media sharing a new piece of premium marketing content that you've just produced and encouraging people to come and download it. You can share this on your organization's own social media accounts or in social media groups that you are a part of. The posts on your organization's own social accounts can oftentimes be shared with all your followers or be shared with just a certain group of them. Be careful, though! If you are too self-promotional in your social media channels, you can drive people away. Be sure that your calls-to-action bring value to your readers, so that it can be a win-win for everyone.
CTAs in email campaigns
Many businesses have email marketing campaigns. Sharing specific landing pages in your email campaigns is not only a an excellent way to share with the reader expertise on a certain area, but it also doubles as a way to encourage traffic into the landing page. For instance, if your business does training or seminars, you could send an email to people in a particular city to let them know about upcoming training sessions in that city. Or you could email people who have previously signed up for one of your webinar presentations to let them know about an upcoming follow-up webinar. As people are either interested in the subject or simply clicking through to see more information, your email has done its job in fulfilling the purpose of bringing people to your landing page.
CTAs in print material
Giving your landing page a shareable link online can work offline also. When you produce and share print materials, instead of simply pointing someone to your general company website homepage, instead point them to a specific landing page. This way you can match the message of your landing page with the message of its associated print piece exactly. For instance, if an HVAC company is running a specific print marketing campaign focusing on furnace replacements, they don't want the recipients to end up on a page on their site about air conditioning repair. Encouraging someone to take the jump from a print material to online information can help solidify the potential lead through sharing information which is relatable to the individual, instead of simply encouraging them to come to a website and find information for themselves.
One thing to note on shareable links on print material: make sure your links are easy to spell and type. Don't do this, for instance:
Visit us online to learn more: www.CompanyName.com/public/docs?pageid=13495&ref=eqij
Instead, do it like this:
Visit us online to learn more: www.CompanyName.com/SpecialSummerOffer
As a company we like to share our content. One of the best ways we have found to do this is through sharing our landing pages in the signature lines of our emails. This way every time an email is sent, the recipient is encouraged to learn more information from the company and its landing page. Some examples of this would be sharing a link to your newest blog article in your email signature, or sharing a new piece of premium downloadable content that you just released. This is a great way to get the word out by utilizing your everyday business conversation. A typical signature format might look like this:
Free Download: Inbound Marketing Success Stories (PDF)
These are just some of the means through which you can get the word out for your landing pages and bring people in to see them. It doesn't stop there, though - there are literally hundreds of channels you can use to spread the word and build traffic to your site. What are some channels and methods have worked well for you? Let us know in the comments below!