Marketing is a process that involves more than just driving visitors to your website. It involves building a solid marketing machine comprised of different marketing tools, all of which work together to move people through your funnel from 'lead' to 'customer'. This involves:
- Turning visitors into leads by capturing their personal information (such as email address).
- Nurturing those leads so they become more interested in your company and products.
- Converting those leads into paying customers.
These intermediate steps of the marketing funnel are often where small business owners fall short. To learn how to properly move people along this funnel (and to discover an incredible tool that will help you do it!) then you have to check out my latest interview with Robert Nendza, the Vice President of Marketing at LeadPages. In our interview, we discussed how LeadPages works as well as marketing mistakes and best practices.
What Is a Landing Page?
LeadPages is a tool that lets business owners create effective landing pages quickly and easily. But what exactly is a landing page?
As Robert explains in the interview, a landing page is a specific page you create that is focused on a particular goal, for example, turning website visitors into leads. In this example, you need to get the website visitor’s email address to convert them into a lead because that way you can engage in follow-up communications. To get that information, you must present something of value, something the visitor will think is worth sharing their email address with you. This could be an email newsletter, a free download, a webinar, or something else they will find valuable.
The landing page is designed to be focused on that goal and that goal alone. There are typically no menus and sidebars like your home page because you don’t want any distractions. For example, the lead-capturing landing page is designed to present the offer (the free, valuable information) so you can get the email address – nothing else.
How LeadPages Works to Move Visitors through the Marketing Funnel
LeadPages can help you move visitors through the marketing funnel because it is a tool that will help you create a variety of landing pages. It has been designed to simplify the process, with hundreds of templates for different purposes and markets. Choose from one of these proven templates, edit the text and images; then you are ready to go.
When trying to turn visitors into leads, you will drive traffic to your landing page instead of your homepage in order to gather emails. If someone decides to share their email in exchange for your valuable information, LeadPages will send you the information they submitted (either to your Inbox or your email marketing program).
After that, you will nurture these leads by continuing to provide value to them until they are ready to buy. To do this, you can design email campaigns that will drive your leads to additional landing pages that you’ve set up.
After nurturing, you can then convert the leads to customers by creating a landing page that will act as a sales page, tempting them to buy a particular product. LeadPages landing pages for sales can even be connected to e-commerce and payment systems so the person can make their purchase.
Now that you understand a little more about landing pages and how LeadPages helps you move people along the marketing funnel, I urge you to listen to the entire interview which is full of marketing tips for small business owners. Some of the things we discuss are:
- Should you use popups?
- What is the biggest marketing mistake small business owners make?
- What are some proven best practices in marketing?
- What is the biggest challenge in small business marketing – and how to solve it with a unique new LeadPages service called Center which is coming soon.
As we discuss in the interview, marketing is very much a science and it’s important the small business owners approach it that way. The best strategy is to use an integrated marketing approach, test and measure to see what is working, and then adjust accordingly. As Robert puts it, “Marketing is just a long series of experiments.”