How to Use Landing Page Automation for Your Business

Heard of landing page automation? Learn how to use it to your business' benefit in the text below!

If you’re one of the many business marketers, then you’ve probably already realized most web pages aren’t just designed with the specifics of winning customers at heart. This becomes a huge problem if your marketing material is directing clients to a website’s homepage that is not optimized to encourage specified actions by your customers, and this is where landing pages come in.

What Are Landing Pages?

Person creating landing page

Landing pages are specifically designed to guide your customers down the sales funnel until they make a purchase.

It’s also important to indicate on landing pages who the customers could contact in case they need assistance, so having a calling feature from Auto Dialer and other credible services on your platform is significant to maintain the pages’ easy accessibility.

Why You Should Use Landing Pages for Your Business

If you create a landing page for a marketing campaign for a certain product, you will isolate it from any other products your business might have to offer, and this makes sense if you’re promoting a new product in an advertisement. The link in the advert shouldn’t take a visitor to a full website where they’ll have to navigate through a lot of other things and possibly get distracted, lost, or overwhelmed before eventually clicking away.

Here are some reasons why you should have landing pages:

Conversions

Team looking at paper together

Landing pages are more defined in setting out a clear goal for your visitors to achieve, and as such, you’re likely to see more action being taken from a landing page. When a visitor clicks, they should land on a page speaking directly to what they’re most likely to be looking for there to create conversions for your business. Additionally, the page will be optimized to make it as easy as possible for them to take the most favorable action for the business.

Lead Generation

Your website’s homepage is also not the best place to try gathering online leads. If you direct your traffic from all your marketing efforts to a landing page, you’ll be better positioned to generate more leads. Lead generation would be successful if the target audience would be followed up in their transactions, so reaching out to them through the services of Drop Cowboy and other mass communication means is important to increase leads.

Improve SEO Value

People tend to mostly click top results in search engine results. Chances are they already have found what they’re looking for on the first page of any search results, which usually tends to negate visiting the second results page. Having a landing page increases your chance of showing up and ranking higher in search results.

Track Campaigns and Collect Demographic Data

Person looking at chart on tablet

You can create a landing page and link it to specific campaigns, so when traffic begins to grow on the page, you’ll have demographic information of the people most interested in your particular campaign. You can compare it with a different campaign and use the data to optimize your overall marketing strategy according to the audience your business most speaks to.

Best Place for Marketing Offers

Your marketing offers may just drown within the rest of your website’s content, and it might be difficult to find the right and accessible place to have these offers on your webpage. A landing page is a perfect place to post this type of information because its visitors are already converted to your brand, so it’s the best medium to tell clients they’ll get a discount if they make a certain purchase.

How to Approach Landing Page Automation

Now you can know where your customers are from, what they’re doing when they’re browsing, and why they are doing it, you could use the information to your landing page’s advantage.

It’d be great for your business to acquire these details, and it’s one of the first things you’ll need as you prepare to start using landing page automation for your business.

Here are some things you should consider:

Relevance First

Your business most likely already has at its disposal all the data it needs, and big data has made this possible. A simple analytics tool can help you with this specific kind of customer research if it’s what you’ll need to continuously establish relevancy. What’s important is that by the time you start creating your page, it’ll allow you to customize your content and make your landing pages highly optimized for conversions.

Match Keyword Campaigns

Word "keywords" in scrabble letters

Your visitors will visit your landing page as a continuation of action, most probably started with seeing an advertisement somewhere. This continuity must be reflected in word choices as well. You should try to have your landing page echo the keywords appearing on the original advert to keep your visitors focused and add relevance to boost conversion.

Additionally, to keep your landing pages relevant, you should consider using location-based keywords and create landing pages for each location you cater to. You can then link them to single keyword ad groups to tremendously improve conversions. Creating individual landing pages that are highly specific and relevant is going to be key and will likely yield high returns on investment (ROI).

Page Branding

Your landing page is part of a greater campaign and should contain elements uniting it with the source, and this is true for keywords as well as for brand content. If you’re using social media to drive traffic to your landing page, then the two must adopt similar imagery and branding for the benefit of consistency.

Segment Your Landing Pages

Everything about your marketing efforts should be highly personalized to ensure you create landing pages designed to target each of your buyers and demographics. You’ll likely be using existing successful landing pages, but you’ll still need to use A/B testing to test your results.

Remember the Analytics

When choosing a tool to help you with landing page automation, choose one supplying analytics and data tools in its package. Being able to track your data will come in very handy as you continually optimize your marketing campaigns for better results.

Data analysis tools will point you to areas still needing your attention, such as cart abandonment, and will help you identify what you’ll need to nurture leads from the time they first click on the page to the time they eventually make a purchase.

How to Use Landing Page Automation

Email marketing, landing page creation, and lead scoring illustrations

Marketing automation is the use of technology and software to make repetitive marketing activities automated. Its mostly used in activities like social media posting, advertising, and sending emails.

Landing page automation is the combination of the basic functions of a landing page and the convenience of automated marketing. As a unit, these two can be one of the most powerful marketing strategies your business can use.

You won’t have to manually perform tasks like:

  • Data and contact entry
  • Sending emails
  • Sending landing page offers to your contacts one by one
  • Creating specific workflows for contacts
  • Adding contact tags and segmenting contacts

These are all integral parts of your work process, and landing page automation will take care of these on your behalf, so you’ll be able to take care of other parts of your business without having to worry about human error.

To use landing page automation, you’ll need to create a landing page, integrate it with the marketing automation platform you use for your business, then test it to make sure it’s working well.

Here are the necessary processes to perform:

1. Create and Design a Landing Page

Landing page design

The first stage to creating a good landing page is choosing a good page builder. If you go ahead and do everything else with 100% perfection after having missed this bit, then all your efforts might just be for nothing. You’re trying to get a page builder offering a comprehensive package so, in the end, it’s able to yield desired results without you having to invest a disproportionate amount of time working on it.

Check if the builder isn’t outrageously priced based on what they’re offering. The process of creating a landing page isn’t different across the board, so you shouldn’t be charged with an arm and a leg.

The next thing you’ll have to do right after picking a landing page builder is to design your landing page. This is what ultimately will differ between landing page builders—a healthy range of choices and the ability to build high-converting landing pages.

After you’re satisfied with the design, it’s time to link it with your domain. Every landing page should be linked to the central domain, so it’s able to be integrated as best as it can with other components of the business.

2. Integrate Landing Page With a Marketing Automation Platform or Email Marketing

Email keyboard key

After launching your landing page in the first stage, you can now proceed to link it with your marketing automation and email marketing tool. You’d want to create a bridge allowing information to flow between two software tools, and by integrating your landing page, you’ll be achieving it.

If done well, the integration will allow pieces of information to be passed from one tool to trigger action in the other. Here are some basic types of integrations:

Native/Direct Integration

It’s an integration type built by software providers and is set up when you can either enter your Application Programming Interference (API) keys or any other proof you own a license.

Third-Party Integration

As the name suggests, this type of integration differs from direct integration as it utilizes a third party or a middleware. The information will flow from one platform to the third party before going to the other software.

API Integration

This is the type of integration method requiring you to do the coding yourself. You’ll need a custom integration if you need more complex information sharing or if other integration methods are unavailable to you.

After a contact submits their details through your landing page form, this same information is passed to your marketing automation software. Once received, the platform will trigger an action depending on your marketing strategy.

Options include:

  • Customer Relationship Management (CRM) deal creation
  • Contact segmentation
  • Initiate lead nurturing sequence
  • Contact creation if they already exist on your list

Your landing page’s specific goal will determine the result automation. If the page was promoting a new book, the automation should send the book or information related to it rather than add them to your general weekly email.

3. Test Landing Page Automation

People looking at testing results

Your landing page’s goal and the automation’s resulting action should be closely synchronized for the integration to be effective. Before you can happily let the automation take care of stuff, you’ll need to make sure everything is working as it should.

Use a test email to fill out your landing page form, click your call to action (CTA) button and check the following:

Check the ‘Thank You’ Page

Make sure that at the end of the conversion process, there’s a note of gratitude waiting for the customer. After the first sale, your next goal should be to encourage repeat sales.

Check for Broken Connections

After filling out the form, did your page’s offer land in your alternate email’s inbox? If not, check for possible reasons why the connection might be broken and have them fixed.

Check the Email Marketing Tool

Are the two software solutions well-synchronized? Check if your email marketing tool created a new contact or updated an existing contact. You want to make sure everything is syncing to the right places.

Make Sure Presentation Is Up to Standards

Make adjustments in format, display, and anything still needing fine-tuning. After making these changes, retest again to verify if things are now working as they should.

Conclusion

Automating your landing page is meant to calibrate your marketing campaigns for better results, so it should be one of your topmost priorities after you create a landing page.

You should know exactly what it’s supposed to do if you’re to know how to set it up and use it to your best advantage.

Hopefully, this article gives you a good place to start!

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Published on May 3, 2021 by Peter Hughes; modified on May 14, 2021. Filed under: , , .

Peter Hughes is a digital marketing consultant and author. Peter has more than 10 years of experience in SEO and Internet marketing.

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