The internet is full of step-by-step lead generation guides making this strategy look super easy in practice. However, the reality is different - 61% of marketers see the process of generating prospects as their greatest challenge. So, it’s not that straightforward after all.
What are the most common obstacles you can encounter when building a lead generation strategy?
Choosing the right lead magnet can definitely be an issue. Some campaigns rely on data collection forms solely, while others need a template, an e-book, or any other solution to lure the potential client.
Regardless, which lead magnet you will use to generate leads, you will require a landing page. So, today, we’ll dedicate our article to helping you choose the best landing page type for your campaign to bring in more prospects.
If you haven’t heard this term yet, ICP stands for your ideal customer persona. Essentially, it’s a description of a potential buyer who could be interested in your product or service for a particular reason.
Your ICP may find themselves at different stages of a sales cycle before finally being ready to buy. For example, they might have come across your website while browsing the web, checked it out for a couple of minutes, and then left. It is also possible that they stumbled across your ad on social media. Thus, you will need different landing pages for both situations.
It’s all about recognizing the ICP’s awareness of your product. Some might need a bit of encouragement to buy your product, while others need way more information to make a purchase decision.
So, think about the prospect’s intent when they click on the link and come to your landing page.
Suppose it’s more or less clear what your target buyer wants to see on a landing page. What’s next? How do you bring an idea to life?
It’s time to think about the landing page type that corresponds to your target buyer’s intent at a specific customer journey stage. Here are the most common types:
Once you choose the right landing page type for your campaign, start creating a content plan for it. In general, the best practice is to put essential information first, preceded by an attention-grabbing headline.
It’s also important to use testimonials, videos, and other visuals - you need to provide evidence that your product, in fact, works. Don’t forget about CTAs as well - they should naturally lead a prospect to the next sales funnel stage.
You might feel that you’ve made the right choice with your landing page, but it’s better to err on the side of caution. So, it’s a smart idea to run an A/B test first.
A/B testing means creating a hypothesis about your landing page’s performance and then checking if your assumptions were correct. To run this test, you’ll need two versions of one page to see which one converts better.
Don’t worry - this approach is easier than it seems, although you need to take a few factors into account:
Naturally, you will need a tool to run an A/B test. Google Analytics will do just fine. You can use it to create an experiment in the Optimize Account and click on the A/B Test button.
A landing page is an inalienable part of any lead generation campaign. However, it takes time and patience to find the right option that will not only attract prospects but also provide immense value.
A huge part of choosing the landing page type is knowing your target audience well enough. Recognizing their needs at a particular sales cycle stage is already half of your success. But, of course, none of us can read minds, so it’s always safer to run an A/B test just to be sure.
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