B2B goods and services are often intricate. Closing the sale often takes time, with many interactions. Landing pages may capture leads and begin the conversation. In this post, I will address eight strategies to generate the leads from B2B landing […]
In this post, I will address eight strategies to generate the leads from B2B landing pages.
Optimizing B2B Landing Pages
1. Begin with a purpose. The purpose of your landing page should influence its messaging, layout, and call-to-action. A landing page needs to have a single purpose. A good example is getting prospects to sign up for a free consultation.
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Attempting several goals with one landing page could be confusing for consumers and underperform. Make the goal or purpose therefore apparent that there’s not any room for interpretation. When a user completes the desired action, have a clear route to the end goal of closing the purchase.
2. Concentrate on content and messaging.
- Headline. Make the headline succinct, clear, and notable. It should convince visitors to take action. Big letters, bold colors, and center-of-the-page positioning work best, typically. I am a proponent of the”2-second test” Can first-time readers know it within 2 seconds?
- Offer. The offer needs to be relevant to your prospects. It should provide enough value to lure them to leave their contact information (which buyers are often reluctant to do).
- Copy. The landing-page copy should reflect your audience’s understanding and intent. Visitors with less knowledge of your products need different copy than specialists. You might need several variations of your landing page — one for new prospects and another for buyers that are willing to convert. To keep your audience engaged, use bullet points with brief, prominent, persuasive text. Put longer, in-depth copy lower on the page.
- Visuals. Pictures can be effective. However, videos on landing pages are often more successful in my experience. Videos can be more engaging and increase time on page, improving conversions. I often lean on providers for co-branded videos.
- Calls-to-action. Calls-to-action ought to be brief and direct — e.g.,”Get $50 Voucher Now” or”Program a Free Audit.”
3. Use a simple design. Do not overthink your landing page design. Keep it simple — a headline, visuals, copy, lead form, and call-to-action. Bear in mind, this isn’t an whole website; it is a landing page with a single purpose. B2B users need quick explanations and answers.
4. Use a landing page builder. The simplest and most economical way to start with landing pages is through a third party platform. There are numerous tools that facilitate creating, launching, and managing landing pages. Unbounce, Instapage, Landingi, and Leadpages are one of the most popular. These providers provide”drag and drop” functionality and integrate with other services, such as MailChimp and Google Analytics.
5. Say “thank you.” Thank the landing-page traffic when they do exactly what you would like. Then direct them to another step. This may be learning more about your business, sharing a case study, inviting them to participate on social networking, or just offering a free cup of coffee by means of a digital card.
6. Target traffic sources that are applicable. Identify the best sources of visitors to your landing page, the ones that produce the maximum conversions. Test each source. Potential sources, in my experience, include the following.
- Paid. Search, social networking, remarketing, and display advertisements.
- Traditional press , such as printing, signage, and radio. Think about a vanity URL to monitor each choice — e.g.,”myb2b.com/radio”
- Email advertising.
- Organic search.
- Word of mouth. A vanity URL will help here, too.
- Present channels, such as site, social networking, public relations, directories, and online communities.
7. Choose key metrics. Focus on practical metrics that advise on visitors and conversions.
- Users. How many individuals have seen your landing page?
- Traffic source/medium. What channel and source generated your visitors — e.g.,”Google/CPC” or “website.com/referral.”
- Abandonment rate. How many people began filling out the form but didn’t finish it? This metric can indicate issues with form length, ease of use, and kinds of questions.
- Conversion speed. Track the percentage of people that complete the desired action, such as completing a form or downloading an ebook.
- Cost per conversion. How much does each conversion cost? Compare traffic sources concerning cost per conversion.
- Lead-to-customer rate. How many leads does it take to produce a customer? Leads aren’t worth much if they’re not qualified and don’t produce customers.
- Cost per client. Depending on your lead-to-customer speed and cost per conversion, how much does it cost to generate a customer? Use this metric to work backward to figure out how much to pay for traffic.
8. Test and optimize. Use A/B testing to enhance the functioning of your landing page. Make two versions of your webpage. Split the traffic between the two, and see which one performs better. Make one change at a time. It’s hard to test a number of changes simultaneously, since you do not know which one made a difference. Most landing-page suppliers make A/B testing simple. Key items to check, in my experience, are the headline, videos and images, call-to-action, copy, and the kind (duration and queries ).
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