Turning visitors to your site into customers doesn’t require a degree in rocket science, but you do need to pay attention to what your customers want and do your best to deliver it. One tool many small businesses don’t use is the highly-targeted landing page.
Let’s say you sell credit card processing software, and you have several target markets: small businesses, restaurants, and farmer’s market vendors. Now, your restaurant leads might not buy your software if they click on a site geared toward farmer’s market vendors. The last thing you want to do is alienate one customer base by not talking directly to them. You’ll have a better chance of landing more customers in each category if you spend time customizing each sales funnel.
Start With Targeted Content
Solid marketing strategy begins with content creation geared toward each of your customer types. Targeted content can be published on your business blog or guest posts you write for other sites. But keep in mind: each article should have one audience. You’re not trying to talk to everyone who needs credit card processing software, but rather a very specific type of person. You want people to nod their heads and say, “she’s talking to me!”
Create a Killer Call to Action
On each page of content, give readers something to do with a call to action (CTA). A compelling CTA tells readers to buy now, click to learn more, download a free whitepaper, or call to schedule an appointment.
Make your CTA clear, simple, and easy to find. The offer you present can be targeted to the audience and echoed in the content. For example, if you write a blog post called “5 Reasons Small Businesses Need to Accept Credit Cards,” your offer might be to a free whitepaper entitled “10 Steps to Accepting Credit Cards.” You can predict that people who read the article will be interested in the whitepaper, so you’ve already prequalified your lead.
Push Them to Your Landing Page
When people click your CTA, they should go to a landing page meant especially for them. Remember: you’re not trying to be all things to all people with a single landing page, but rather offer content speaking to one slice of your customer base. The landing page should promote the offer you mentioned in your content: a free whitepaper, free consultation, or other enticement to sign up for your email list.
Capture the Lead
Don’t overlook the most important step of this entire process: collecting your lead’s information. Make signing up a condition before they access your irresistible content. Use a lead-collecting CRM like Insightly to easily create a form asking for important data. Once a lead enters information, it’s added directly to your CRM database, where you can start marketing to that prospect.
Spending time on lead management and customizing your offers and landing pages for a specific audience will drastically increase your close rate, and keep you from chasing the wrong leads.
