There’s been a lot of talk about landing pages around YSE lately. We’ve been focusing on them quite a bit because we just started publicly sharing our Rapid ROI Strategy so that MSPs who aren’t working with us can take advantage of how powerful it is with generating leads.
Like every component of Rapid ROI — and marketing in general — results come from skillful execution. Great ideas and awesome strategies are wonderful, but if the steps of the process aren’t carried out well, the overall potential is lost.
If you haven’t taken a look at Rapid ROI, you can check out the article posted earlier this week.
For now, we’re going to focus on the landing page component of this strategy.
What Are Landing Pages For?
Landing pages are key to digital marketing as a whole, not just with our Rapid ROI Strategy.
These pages exist outside the flow of your normal website, and they are designed to present a specific offer, call-to-action, and message. The pages should always be used within lead generation funnels to get the highest conversion.
Landing pages are most effective when they’re intelligently designed for a single purpose, a narrow audience, and very specific message. Everything that leads traffic to the landing page should have been warming them off for the offer, and the laser-focused messaging of the landing page should nudge them into engaging deeply with your company.
On that same note, if you’re sending out emails or posting on social media with links back to your site, you should be sending the majority of your traffic to landing pages that tie into the messaging that got them there.
The last thing you want to do is get someone’s attention, inspire them to click your link, and then dump them onto your website’s homepage. This traffic was already listening to you, so you want to continue guiding them through their buying journey on your terms.
This is especially true in MSP marketing. As a B2B industry, your prospects are probably very busy and want to get what they’re looking for quickly.
How to Make Your Landing Pages Effective
The first step should come as no surprise:
Narrow the target audience.
Plan your landing page to speak to a vertical or address the problems of someone who is facing a very specific problem. The narrower you can get, the better, and there are no limits to how you could target an audience. Creativity is useful here!
Choose your audience based on what you have available to you. If you already have a bunch of happy clients in a specific vertical, you may want to start there. Any situation where you can say that you have solved a common problem in that industry could be a starting point.
Plan the messaging of your landing page.
The internet likes to talk about “optimizing” landing pages by design. There have been arguments over where to put a button, what size images to use, and what color your headlines should be.
Don’t worry too much about these minor details. The most important factors on your landing pages are the messaging and the offer. If you’re reaching the audience and giving them something they want, the color and size of the call-to-action button becomes trivial.
Use marketing copy best-practices. Keep the word count down and get directly to the point in a way that resonates with your target audience.
If you have any social proof — good feedback from a client in that vertical, for example — the landing page can be a great place to show it off.
Nail down the call-to-action and offer.
The best landing page on the planet will perform poorly if you’re not offering something the audience wants. In many cases, the landing page should offer some kind of rich content — an eBook, a video, or a white paper.
Some thought needs to go into the offer that you’re going to make here. It should “fit” the stage of the buyer’s journey that you’re targeting. For instance, the focus of Rapid ROI is targeting prospects who are already nearing the decision phase. They’ve already done research and they’ve probably been shopping around. You wouldn’t want to offer these folks an eBook called “What is a Managed Services Provider?” because they already know this information.
Throughout the internet, 10% of landing pages get 80% of the traffic.* This shows the hard truth: if your landing page isn’t exceptional, it’s going to fall by the wayside like all of the other junk out there. What makes the top 10% different? They use truly unique and compelling offers — not what everyone else in their industry is doing.
Using dynamic content in landing pages.
If you want to get into the next-level execution of landing pages, you can work with dynamic content. With this feature, you can design a landing page that displays differently for various contacts based on the information in your CRM.
For example, if you have a landing page offering a cost comparison between managed services and in-house IT, you can set it up so that the images and copy are automatically tailored to the person who arrives. This allows you to further narrow your messaging automatically — a very powerful tactic.
Dynamic content is a feature of high-end landing page builders. The ability to create not only dynamic landing pages but emails is a built-in feature of SharpSpring, which is yet another reason why we chose to manage all of our MSP marketing clients through their platform.
Start Using Landing Pages Now!
If you’re not using landing pages throughout your digital marketing strategy, you’re missing out on huge conversion potential. There’s simply no way to do email and social media marketing correctly without them.
It’s important that when you use landing pages, you strive to make them speak to the audience and offer them something unique and exceptional. With planning and a creative touch, you can make sure your landing pages are in the high-performing 10%.