Converting leads through content marketing is one of the most effective and affordable approaches to customer acquisition. By encouraging your prospects to register their details via a landing page so they can access high-quality content that you’ve created, you can start to build a relationship with warm leads. This is more effective and efficient than cold-calling your prospects, and it lets you move straight into lead nurturing which can eventually result in conversion.
However, there is one key challenge that must be addressed for this approach to work well.
Consumers can be reluctant to share their data online. This makes your landing page the linchpin in your content marketing campaign. Having an effective and compelling landing page to convince prospective customers to share their information and download your content is essential for success.
When developing or optimising a landing page, consider what you’re asking your customers to share with you and what you’re offering them in return. Before asking a prospect to give up their details, you need to demonstrate the value your company and content can provide.
Here are four critical components of successful landing pages to ensure you continue to convert leads:
1. Demonstrate value in your offer and establish trust
As more business interactions move online, you must assume that your potential customers are also engaging online with other businesses at the same time. To get cut-through with your messaging and really appeal to potential customers, you must demonstrate how your knowledge, expertise, and content will benefit them and why they should engage with your services above others.
To capture your audience’s attention, you need to first understand the potential challenges they’re facing and be able to articulate how you can help provide a solution. Show your understanding and clearly outline the information people will receive by engaging with your content. Your landing page is the ideal place to capture your audience’s interest; they’ll either trust that you can offer something valuable and give you their details, or they won’t. It’s that simple.
It’s also critical to establish trust and credibility with your audience. One of the main reasons people download content is to learn. However, they also need to be able to trust that what they’re learning is relevant and correct. If you can’t prove that you’re trustworthy with relevant credentials and knowledge, then people will be less likely to engage with your content. By first building trust and credibility with your audience through your landing pages, you’ll be better placed to convert leads.
2. Use clear messaging and calls to action
B2B products and technologies can be complicated and explaining the way they work can be a complex undertaking. You need to be able to quickly and efficiently drill down into the products and services you can offer to page visitors without getting caught up in complex technical jargon. You need to use clear and concise messaging that tells visitors upfront what they can expect from your offer and what information they’ll need to provide to engage with it. It’s also critical that you use clear calls to action (CTA) that tell the audience what the next steps are.
3. Keep it simple
Landing pages aren’t designed to give away the whole story in one place. Keep them simple and to the point to avoid distracting your visitors with overwhelming content. For example, it may be worth removing the header or footer information from your landing pages to focus the audience’s eyes on your content and offer up front, helping to avoid losing visitors to other web pages and content sources.
4. Take advantage of thank-you pages
When your prospect has entered their details to download your content, you have the option to display a page that thanks them for their interest. You can use this thank-you page to demonstrate other ways your company can add value, or link to other content and offers that may be of interest to prospects. For example, you might say something like, “Once you’ve read this whitepaper, access our free checklist to determine whether your company is ready for what’s next.” And, of course, you should take this opportunity to invite prospects to contact your team or request a product demonstration.
At Outsource, we know there’s no one-size-fits-all solution to optimise your website and generate leads. So, we invest our time and experience into continuous testing and optimisation methods to ensure the best return on investment for our clients.
Our specialist team develops and assesses landing pages to support our clients with B2B marketing campaigns to drive leads and awareness. For more information on how our B2B marketing services team can help ensure your landing page converts leads click here or contact the team today.
