McLellan: Create the perfect spot to land
Friday, December 06, 2013 7:00 AM
One of the interesting things about most potential customers is they’re more inclined to hire you if they believe you understand their industry or situation and have special knowledge or tools to help them.
One of the trends of the last decade is the whole notion of micro targeting – being able to tailor your message to specific subsets of your consumers. You can do that through both traditional means and digital marketing tools. All of these efforts allow you to customize your message to remind that group of potential customers that you have the depth of knowledge that is best suited to help them.
Imagine this sequence of events:
Let’s pause here for a second. When you’re considering making a purchase of any significance from a company you are either vaguely familiar with or not familiar with at all – what do you do next?
- You identify a subset of your prospects that share a common industry, issue or concern.
- You create very specific ads and communications strategies aimed at their unique interests.
- You successfully demonstrate both your understanding of their need and your ability to resolve that need by using the right jargon, referencing specifics and maybe even using testimonials or case studies.
- You’ve got them interested enough that they are ready to take action.
If you’re like 95-plus percent of consumers, in most cases, you’d go to their website. So whether the call to action in the communications strategies drives to the website or not. Odds are, that’s where they are going next.
In fact, most marketing professionals consider their company’s corporate website to be their top online source for leads. But those same marketing pros also say the site isn’t performing as well as it should.
So, let’s go back to our scenario to see why. Your target is ready to take the next step, so they visit your website, whether you’ve directed them to or not. If you didn’t give them the URL, they’ll just find you on Google and go from there. Recent studies demonstrate that web visitors can form an impression of your web site and your ability to help them in about one-twentieth of a second. If their gut reaction does not align with your very targeted marketing campaign, you’ve lost them.
Unfortunately, you probably didn’t create your website just for them. You serve many customers in many industries or walks of life and the homepage of your website reflects that diversity.
See the disconnect? You’ve just spent a lot of time and money convincing them that you’re a specialist in what ails them. And then they go to your homepage, which doesn’t focus on what they care about; it focuses on your depth and breadth.
In a blink, they’re gone. All the time and money you’ve just spent through your advertising, email programs, trade pubs, search engine optimization and other efforts just went down the drain because all of a sudden the conversation changed from what they cared about to being about you.
Fortunately, there’s a simple and relatively inexpensive solution to this sales killer. Custom landing pages let you continue the conversation and let customers immediately know that they’re in the right place, so they stick around to learn more. This one tweak to your marketing campaign can spike leads and conversions significantly. In fact, a recent study showed the landing page to be the fastest way to boost return on investment of your site.
Want to know how to build a great landing page that will drive leads and sales? That’s next week’s column!
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