Landing pages : the Key to your Treasure Chest

In this article, I am going to try to explain why you should create a landing page and why it is probably the most important part of your online marketing plan.

What is a landing page?

A landing page is a web page that was uniquely designed to collect email addresses for your business.

What is the purpose of a landing page?

The only purpose of a landing page is to collect new email addresses in order to enlarge your email list and to keep in touch with your contacts through newsletters. Ultimately the purpose of a landing page is to collect emails and create a bond with your visitors.

What’s the point in collecting email addresses? I’ve got loads of followers on social media.

That’s where it gets interesting : you may have thousands or millions of followers on Instagram or hundreds of fans on Facebook, the giants of the Internet have got you hooked to their service, and they’re about to show you.

Lets take Facebook for example. Have you noticed that, for over a year now, you have to pay Facebook to spread news to your fans, or as they call it “sponsored content”? Before, Facebook used to let you diffuse your posts to anyone who had “liked” your page, no fuss. If you had 1000 fans, 1000 people saw your posts pop up on their walls. Now things are different, and you, as a business are going to have to pay…

That’s why it is so important to relocate your social contacts to your business. The day Instagram, Twitter and Snapchat decide you have to pay to talk to your followers, you will have made all the social gesticulation efforts for nothing. In fact, With a solid email contact list, you will be able to communicate with your customers and keep an ongoing relationship with them in the long term. And that’s what the treasure chest is!

In fact, that is precisely what I talk about with Scott Martin on my podcast.

How does a landing page work?

A landing page is a webpage connected to a database of email addresses. You can personnalise the sort of information you want to collect. Most of the time, a landing page collects the first name, surname and email address. But if the customer is willing, you could ask for more information such as a date of birth, gender… It depends on what kind of data you need to get your business running and what kind of information could be relevant for your business.

But who is going to subscribe to my email list?

NOBODY!

With the exception of your existing customers, friends, family and your competitors, nobody really wants to receive promotional emails unless they are already a customer. This is why you need to encourage them to leave their details by giving them something in exchange such as personalized useful and valuable content.

This is what I did for an e-commerce business specialized in nutrition and superfoods. I created a landing page inviting them to join a detox program. In exchange for their email address, the subscriber received :

– a 30 page detox guide
– daily nutritional coaching for 10 days
– a discount on the website

There was a real incentive in signing up for this detox program and well worth leaving their email details.

How do I set up a landing page?

MailChimp is a great tool to start with.  For free (and for up to 2000 subscribers), you can create a sexy landing page that will earn you a ton of ROI in the future.

Here are a few ideas for landing pages: 

For an e-commerce website, you could create a landing page giving away a discount. For example, it could take the form of a popup window on your website with a message like “get 10% off your first order”. This is quite a powerful sort of landing page and it works, but you will be compromising your margins and only collecting emails of people who have already visited your site.

For people wanting to attract new customers, it is a good idea to use your social media accounts.  In this case, you have to create a specific landing page and a social media advert. When the visitor clicks on the ad, they get redirected to your landing page with a form to fill in. In return, the visitor gets to download a guide book, a handbook, a white paper or any other document you’ve created. The real bonus of these sorts of landing pages is the fact that you can leverage the meta-data that Facebook collects daily. You can target people down to their gender, their social class, the equipment they’re using (iPhone or Android), and even where they live and if they’re interested in particular subjects. It is such a powerful tool that it makes Big Brother look like a babysitter!

 

I’m still not too sure how this all works, can you help?

Of course!  First of all, I can help you create the content. I can upcycle existing corporate content or create original content such as handbooks, guides, recipe books, white papers etc…

Then, I can setup your landing page and connect it to an emailing platform (I like to use MailChimp). The platform will be set up in your name and belong to you.

I can also help create the ad on Facebook to look stylish and inviting for your future subscribers.  If you haven’t got a Facebook page, I will create one for you.

Finally , because an unused email list is as useless as an ejection seat in a helicopter, I can help you keep in touch with your subscribers by sending them stylish and inspiring email newsletters.

So, what are you waiting for?

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What is a landing page?

A landing page is a web page that was uniquely designed to collect email addresses for your business.

What is the purpose of a landing page?

The only purpose of a landing page is to collect new email addresses in order to enlarge your email list and to keep in touch with your contacts through newsletters.  Ultimately the purpose of a landing page is to collect emails and create a bond with your visitors.

What’s the point in collecting email addresses?  I’ve got loads of followers on social media.

That’s where it gets interesting : you may have thousands or millions of followers on Instagram or hundreds of fans on Facebook, the giants of the Internet have got you hooked to their service, and they’re about to show you.

Lets take Facebook for example.  Have you noticed that, just recently, you now have to pay Facebook to spread news to your fans?  Before, Facebook let you diffuse your posts to anyone why had “liked” your page, no fuss.  If you had 1000 fans, 1000 people saw your posts pop up on their walls.  Now things are different, and you, as a business are going to have to pay…

That’s why it is so important to relocate your contacts to your business.  The day Instagram, Twitter and Snapchat decide you have to pay to talk to your followers, you will have made all these efforts for nothing.  With a solid email contact list, you will be able to communicate with your customers and keep an ongoing relationship with them in the long term.  And that’s what the treasure chest is!

How does a landing page work?

A landing page is a webpage connected to a database of email addresses.  You can personnalise the sort of information you want to collect.  Most of the time, a landing page collects the first name, surname and email address.  But if the customer is willing, you could ask for more information such as a date of birth, gender… It depends on what kind of data you need to get your business running.

But who is going to subscribe to my email list?

NOBODY!

With the exception of your existing customers,  friends, family and your competitors, nobody really wants to receive promotional emails unless they are already a customer.  This is why you need to encourage them to leave their details by giving them something in exchange such as personalised useful and valuable content.

This is what I did for an e-commerce business specialised in nutrition and superfoods.  I created a landing page inviting them to join a detox program.  In exchange, the subscriber received :

  • a 30 page detox guide
  • daily nutritional coaching for 10 days
  • a discount on the website

How do I set up a landing page?

Here are the different types of landing pages I can provide  :

  • For an e-commerce website, I can create a landing page giving away a discount.  For example, it could take the form of a popup window on your website with a message like “get 10% off your first order”.  This is quite a powerful sort of landing page and it works, but you will be compromising your margins and only collecting emails of people who have already visited your site.
  • For others, I can create a landing page that is connected to a social media ad.  In this case, a specific landing page for your social media advert is created.  When the visitor clicks on the ad, they get redirected to your landing page with a form to fill in.  In return, the visitor gets to download a guide book, a handbook, a white paper or any other document we’ve created together.  The real bonus of these sorts of landing pages is the fact that you can leverage the meta-data that Facebook collects daily.  You can target people down to their gender, their social class, the equipment they’re using (iPhone or Android), and even where they live and if they’re interested in particular subjects.  It is such a powerful tool that it makes Big Brother look like a babysitter!

What does K-Freelance do?

First of all, I will help you create the content.  I can re-use existing content or create original content such as handbooks, guides, recipe books, white papers etc…

Then, I will setup your landing page and connect it to an emailing platform (I like to use MailChimp).  The platform will be set up in your name and belong to you.

Finally , because an unused email list is as useless as an ejection seat in a helicopter, I can help you keep in touch with your subscribers by sending them stylish and inspiring email newsletters.

So, what are you waiting for?

Send an email to imogen@k-freelance.com to connect with me.