Online marketing is a business owner’s best friend. When you take your biz online, you want to be sure that you have a powerful marketing strategy that captures your branding message perfectly and integrates several techniques for promoting it. Today we will look closely into one of the most effective tools – landing pages.
Small business owners sometimes assume that after they create a website, landing pages are no longer relevant to their online marketing efforts. Wrong! As we often call it, LPs are a piece of online “real estate” that creates more leads/sales in a simple and targeted way.
Let’s delve a little deeper into how landing pages work and how you can use them to your advantage.
It’s important to understand the main difference between a full website and a landing page: landing pages are built to promote a defined goal. While your business site can simultaneously perform several tasks, like provide background information, allow a direct purchase of products or give visitors an option to communicate with you, LPs focus on a single aspect and encourage visitors to take a specific action.
When you build a landing page, you need to have a clear goal in mind. Are you interested in gathering contact information for leads? Are you offering a unique sale? Are you collecting RSVPs for an event? Focusing on this aim will help you create a more effective page.
In technical terms, it’s useful to distinguish between two types of landing pages:
Moving on to the meat and potatoes, let’s discuss how you actually make a landing page. Here are a few points to keep in mind:
Think we were going to leave you to do it all on your own? No way! Wix offers a bunch of landing page templates that are specifically designed to support you. Check out these options:
Just to give you an idea of how your end result could look like, here’s a small selection of gorgeous landing pages we’ve created here at Wix:
Now for the fun part – getting visitors to your landing page, so that they can fall in love with your brand, your organization or your service. There are four important avenues for bringing in traffic that we recommend you explore.
As the leading channel for unmitigated communications with your target audience, social media is the first place to start promoting your landing pages. Whether it’s on Facebook, LinkedIn, Twitter, Pinterest or any other social network that you find valuable for your online presence, posting the link to your landing page – accompanied by a killer image and a knockout text, of course – will bring in quality organic traffic that is already positively inclined towards your brand.
Reaching out to your audience directly through their email inbox remains one of the most effective methods for attracting site traffic. Once your landing page is ready to go online, it’s time you start working on the superb email campaign that you will send out to your contact list.
If you nail the subject line, the visuals, the layout and the copywriting, your landing page will get a noticeable boost of incoming visits. Not sure where to start? We suggest you check out these 10 tips for mastering email marketing.
The methods we listed so far all proposed free ways to gain traffic. If you manage to bring in a growing stream of visitors using these free methods only, congratulations – you’re a marketing rockstar :) If you see your traffic stats staggering and think you could use a boost, it’s time to consider paid advertisements.
These three are most commonly used by small businesses:
Based on your campaign goals, you may choose to diversify your advertising efforts or to focus on just one of these platforms. Whichever you decide on, be sure to keep your finger on the pulse of the campaign by analyzing stats frequently. You need to note which ads are performing well and which could use some tweaking.
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