Using Landing Pages For Effective Lead Nurturing

Lead nurturing is the most crucial stage in lead generation

. It involves the process of assessing buyer needs and their buying stage and then, engaging them with content that is best suitable for their needs or problems.

Todays B2B buyers mostly use the Internet to search for relevant solutions and services. So, Internet is the first place B2B marketers must focus their marketing efforts. Since buyer transitions very slowly from a researcher to a buyer, the first job of a B2B marketer is to educate the prospect so that the rate of conversion is faster.

Landing pages form a vital part of this activity. Landing pages help in accelerating conversion rates and hence need to be designed to attract and allow the prospect to explore the marketers website.

Here are some good practices that will make sure B2B landing pages are read and explored.

1. Create a quality landing page with high quality content in it. Share landing page links in paid ads to increase click through rates.

2. Have relevant content with the correct keywords and phrases. This increases visibility of the landing pages.

3. Create easy to use templates that can be reused for marketing campaigns. Do not combine themes, i.e. build separate landing pages for a download action and invites for webinars. This provides clarity to the landing page and the reader is clear on what is conveyed.

4. Remember to include company logo and headlines and keep them bold. Include images that convey the key point in a simple and straightforward manner.

5. Images in landing pages should be easily downloadable. Test run the landing page before making it live.

6. Offer content baits that are easy to download and share. Sharing content is the best way to nurture a prospect. It also reinstates the B2B marketer as an expert in the industry segment.

7. Provide form submission and keep the number of inputs required to the minimum. Example: name, email id and company name.

8. Create a separate landing page that confirms form submission. Thank and appreciate the time spent to provide prospect information once the form fill information is provided by the reader.

9. Provide another offer while conveying your appreciation. Provide them with related material for reading.

10. Share landing pages in social media sites to increase reach-ability of the offer or product to a wide segment of website visitors.

Automating the lead nurturing and lead generation process with marketing automation software will enhance the effectiveness of the process.

by: brianwarren

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