In the last post, we saw how landing pages work in tandem with email marketing to grow an audience base.
We also discussed how landing pages are different from home pages:
- In the audience they serve and
- The objectives they help to achieve
This video demonstrates how the two types of pages are different:
Landing pages or opt in pages are tools used to attract web visitors who are interested in your content. However, very often, you don’t see too many landing pages on the sites that you visit. That is perhaps why we hear the following:
“But not too many businesses are using landing pages.” and “Are you sure I need one?”
Glad that the question was raised so it can be addressed. And I’ll let you draw your own conclusion at the end of the post.
“I don’t see many opt in pages or lead magnets (free giveaways)
The landing pages may not be visible on websites but they are there. To address the question, let’s look at the following:
1. Businesses use landing pages and opt in forms
Way back in 1996, Seth Godin taught the importance of permission marketing; that’s requesting for explicit permission before sending valuable follow up communications to those who value your free giveaways i.e. ebook, free consult or free trial.
These are sometimes referred to as freebies or lead magnets.
Opt in forms, lead magnets and email marketing, they all work together to offer something of great value to a specific audience group in exchange for the privilege to build a business relationship with the audience via a series of helpful emails.
And this is with the intention of winning them over for sales further down the road.
Today, hundreds of smart marketers and businesses have built (and continue to build) a huge database with permission marketing using landing pages.
Companies that offer landing pages templates are sprouting up and these include: Unbounce, Lead Pages, Rainmaker (this is an affiliate link) and others, just to name just a few. Enough businesses are using landing pages that companies are specializing in the landing page industry (although Rainmaker offers much more than just landing pages).
We also have business owners and professionals who prefers to design their own landing pages with their designers.
2. Landing pages may not be visible on the main sites, but they work in the background
You may not see too many landing pages but they are certainly around.
Some streamlined sites may have only five of six pages and they can have tons of dedicated landing pages and sales pages that work hard for the business behind the scene.
3. The concept of landing pages are used in other forms
Another thing to note is that the concept of landing pages have been applied to pop up forms or attention grabbing hello bars.
Pop up forms are forms that pop up from no where when you are visiting a page. They specifically ask for one thing; your emails.
Some people find pop up forms a little annoying as they appear unexpectedly right in your face. Sometimes you are not sure how to close off these opt in boxes. There are other pop up forms that are more subtle.
Hello bars are usually across the top of the page, asking for an email address in exchange for some incentives.
Pay attention the next time you visit sites and you’ll see these opt in forms on most web pages. While they serve the same purpose as landing pages, they don’t convert as well because these have distractions.
Having an opt in form on a dedicated page (a landing page) removes all the distractions and increases the chance of conversion. This infograph shows why this is so.
Lastly the “majority” is not always on the right track
It is a dangerous thing to follow the majority blindly. They don’t always know what they are doing and may not be doing the right thing.
Early adopters know this very well. By the time a concept is embraced, it has been proven to be working well. That means it has gone mainstream. That also means many people are already using it and you are only just playing catch up.
Trend setters and early adopters are the minority that lead the way. Refer to Seth Godin’s post here.
Lead magnets and opt in forms are nothing new. Increasingly, more businesses are starting to see the benefits of using them.
But by now, a simple incentive may no be sufficient to be attractive. Trend setters and early adopters are now using gated sites to grow their following (something for another post).
Note: When too many people are rushing to jump onto the bandwagon, it is time to re-evaluate the situation. Much like the case of those trading in the stock market.
Consider yourself fortunate to have this knowledge
So if you think not too many businesses are using email marketing right today, then consider yourself fortunate to have this knowledge. You are now ahead of the many others – provided you implement what you know.
There is not a short cut. Email marketing does not provide instantaneous results. It takes time to build your database and your online authority. Permission marketing and landing pages are for those interested in building long term sustainable business
If you have another question, just send those in as well and we can discuss it here in the comment sections. Or we can head over to Google plus and have our discussion there too!