One of the most important metrics that marketers track is engagement. Whether you want to call it on-ground marketing or experiential marketing, it is intended to bring customers into the company experience
Signup now & get a FREE onboarding session worth $1199
Engagement is all about interactivity: like this Facebook status, share this tweet, repost this picture, follow this company, subscribe to our newsletter.
From a customer’s perspective, engaging with your company shouldn’t be a chore. There has to be something they get out of the deal, too. It can be exclusive offers, freebies, or other rewards for their loyalty.
If you’re not engaging with your customers, it’s time to start now. Landing pages are one of the easiest ways to drive engagement to your business. Whether you’re an inexperienced small business owner still learning about marketing or a seasoned pro looking for new strategies, this second chapter is for you. We’re going to cover how to make landing pages work for your business.
Besides those landing page types, you should also look at making pages for these elements.
Pay-per-click (PPC) advertising means you’re spending money for your advertisement only when a lead or customer engages with it. These ads will still appear across the Internet, including apps, websites, social media, and search engines.
You already know from reading Chapter 1 that most leads who arrive on your landing page have clicked an ad they saw somewhere online. Many marketers prefer their PPC ads to redirect leads to a landing page for more conversions.
If you want to do the same, you might use advertising platforms across many social media sites like Reddit, Twitter, and Facebook.
Google Ads is also worth considering if you have a segmented, niche audience interested in specific keywords.
Do you have a live event you’re planning for your company's brand? Maybe it’s a product launch, a webinar, a speech, or an expo. Regardless of what it is, you can still use landing pages to inform and build up hype about your upcoming event.
For instance, if you are going to appear at an expo or other marketing event, you might make a landing page specifically to drive ticket sales. All you have to do is write a few paragraphs about the event and then add a button for leads to purchase tickets. If you’re accepting registrations for an event, you can do something similar.
You can also use a landing page with a countdown timer if you’re planning a live webinar or product launch.
Regardless of which type of events you promote on a landing page, you want your page to have plenty of engaging media types. Images and video give people a feel for the event and entice to participate.
As a business owner, you should be aware of landing pages that deal with affiliate marketing, content marketing, PPC, and event promotion. These pages drive engagement, and increase leads and sales for your company.
The look of your landing page is also incredibly important. In Chapter 3, we are going to discuss landing page templates and how to choose one that will help you meet your business goals.