LANDER - Inbound Marketing 101: The end of Interruption Marketing

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THE END OF INTERRUPTION MARKETING Inbound Marketing 101 You use a landing page to push a specific offer: You can use a landing page to prompt page visitors to download your latest White Paper or special report in return for their email address and other contact info. Or you could use a landing page in an online e-commerce situation to make a sale right there. The action you prompt your landing page visitors to take will be a very specific one. It will affect the way you set up your landing page – the content and headline you use, the images you select, etc. 2. A Highly Targeted Approach Often, marketers think in terms of driving traffic back to their websites, and this is important. But there are times when it’s much more advantageous to drive traffic to a highly targeted, customized landing page instead. Consider this scenario as an example: You own an online store that sells vitamins and other health supplements. You set up a series of PPC ads that talk about special organic vitamins for middle aged men. Your goal is to drive traffic back to your website where you hope they will then find your “online store” page, find the specific product you mentioned in the PPC ad, and make the purchase. 2013. www.landerapp.com. All Rights Reserved. We Y Landing Pages | 30
THE END OF INTERRUPTION MARKETING Inbound Marketing 101 The problem is that there’s a very good chance the people who clicked on your PPC ad will go to your site, get distracted and give up trying to locate the vitamins they were hoping to find. This is a “double whammy” for you. You have to pay for the click, and you miss out on the sale. Ouch! Instead of driving the traffic from this PPC ad back to your very generalized health and nutrition website homepage, why not drive it to a clean, simple, hyper-focused landing page that has only one product – the one they are interested in buying?! Based on this example, do you see how a landing page could help you increase your conversion rates in your PPC campaigns? Do you see how it could decrease the number of times people click on your ad and end up not buying anything? 3. More Landing Page Benefits Here are some additional benefits you can enjoy when you leverage the power of landing pages in your inbound marketing campaigns: • Compared to the typical homepage, where it’s common for the reader’s attention to wander, properly executed landing pages help you focus your prospect’s (usually very limited and scattered) attention on your offer much more effectively • Do you have multiple products you sell and multiple audiences you want to reach? You can employ multiple highly customized landing pages with specifically targeted content • Increased conversion rate (not just for PPC, but for organic search, email and social media marketing also) 2013. www.landerapp.com. All Rights Reserved. We Y Landing Pages | 31
Page 2 and 3: Inbound Marketing 101 eBook Inbound
Page 4 and 5: 1 THE END OF INTERRUPTION MARKETING
Page 6 and 7: THE END OF INTERRUPTION MARKETING I
Page 10 and 11: 2 HOW TO USE BLOGS TO CREATE CUSTOM
Page 28 and 29: 5 WHY YOU NEED LANDING PAGES 2013.

LANDER - Inbound Marketing 101: The end of Interruption Marketing

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