Goshen News, Goshen, IN

August 12, 2013

TECH TALK: Businesses can capture online leads with landing pages

By MIKE GINGERICH
THE GOSHEN NEWS

— The first phase of growing your online presence is simply the creation of your digital properties including a company website, blog, Facebook page, and other social media accounts. With this, a business creates its online footprint and identity. As I’ve noted before, blogging is key for companies today as it offers the opportunity to answer common questions, outline solutions and tips to key items, and helps a company offer greater detail on the problems their products and services solve. The next step is converting visitors into leads or potential customers, and we’ll look at one aspect of that in this article.

Converting visitors to leads is done by providing a form and incentive for the user to sign-up for something. Typically that “something” is a resource such as a coupon, discount, ebook, or other item of value that is valuable enough for the user to complete a sign-up form requiring their name and email. This moves the visitor from an anonymous surfer on the website to a potential customer. The key in doing this is to have landing pages on your website and Facebook page tabs. What is a landing page? Glad you asked.

A landing page is a focused page that exists with one intent, to motivate the visitor to complete a simple online form. This is done so that the person can be moved from anonymous by the company to an identified potential customer. This  then enables the company to market to and nurture that person toward becoming a customer. Typically this would be done via follow-up email marketing.

A landing page is not the same as having a sign-up form on the home page of website. Nor is it the same as having a contact form on the website or a tab on the Facebook page. A landing page is different and unique because it has a sole goal of having the user complete the form. This is sometimes called “getting the user to opt-in.” In essence, landing pages are streamlined web pages with a form. They invite users to sign-up. Those that have the highest rates of getting visitors to complete the form are those that offer an incentive or something of value in return. The value has to be significant enough to move the user to want to complete the form.

Landing pages work with existing web assets, such as the blog and product pages. For example, at the bottom of a blog post that attracted the visitor to the site in the first place, there can be a sentence that links to the site’s landing page. An example would be to say this, “If you’re interested in learning more about how Facebook promotions can grow your company Facebook page likes, then check out our free ebook here.” The link would then take the user to the landing page.

The same goes for posts in social media. A business can share a post that inspires and informs, and then end with a link from the post to the landing page.

Smart businesses are looking at ways to increase traffic to their web properties and then developing strategies using tools such as landing pages to convert visitors into potential customers. Once a visitor is then identified, a strategy to nurture towards a sale can then be implanted. The key to remember in landing page design is simplicity with an incentive.



Mike Gingerich leads the Social Application division of web design company, Digital Hill Multimedia (http://www.DigitalHill.com). He is a co-founder of TabSite.com, a leader in Facebook fan page tools for businesses. TabSite offers brands the power to boost Facebook marketing with contests and promotions.  For more information on TabSite, please visit www.tabsite.com.