Too many small business owners spend WAY TOO MUCH TIME chasing the “next” sale on social media without a real plan to nurture that new lead into a sale.
The number one reason why you should be on social media is to get people off social media!
You need to get them onto a list so you can nurture them and have somewhat a more certain amount of control around the content they see, which will lead them to parting with their money and give you a sale!
So given that we want to get them from social media onto an email list – we need some tools to do so. One of those tools is a landing page.
It is what it says on the box – a landing page – a page where they land.
What’s the difference between a landing page and a normal website page? Great question!
A landing page has one job, to get the lead to leave their email address (or possibly mobile number is you’re into SMS marketing). That is, it’s ONLY job.
It’s not the job of the landing page to get you to listen to a podcast or read a blog.
Nor is it to get them to see all the ways they can work with you or buy your product – the only job the landing page has and should have is to get the lead!
A landing page should have, for example, these elements to it:
- The same graphic/picture that you used to get the lead there.
- For example, the same picture you used on social media – this creates familiarity and gives the new lead peace of mind that they are in the exactly right spot to get what it is that you promised them because they clicked the link to get here.
- Some dot points or text that coaches the conversion.
- This convinces them that they definitely need x – x being whatever they came to the landing page to get
- A testimonial or two to show that they (the new lead) are in good company.
- You are demonstrating that other people wanted this too and have had great things to say about it, and
- Of course, a box to fill in their details!
- Email is essential – we want their email and then it’s up to you.
Statistically, they tell us that we lose 9% of our conversion for every piece of data we request – so first name – 9% less will now fill out your form, email, first name and surname – another 9% and so on. BUT you need to make a strategic decision here, what’s the data worth to you – is it worth loosing 9% or people or 18% of people?
For me, I need their first name – because of all my copy, it always needs a first name, so I am prepared to sacrifice 9% of people for that information – it’s that important to my marketing strategy.
So, we have the elements that a landing page needs – not much – pretty simple page – no fuss, no distractions just purely an intentional “I want your email address please” page.
So many business owners make their landing pages so busy and wonder why conversion is not what they expected – this is often why – distractions!
But another error many make is no “thank you page”.
I come to your landing page, I fill it in and then I get a piddling little message I hardly notice saying “thank you for subscribing” – ummmmm NO!
Please don’t do that. Please think about your customer journey and your conversion journey and do a thank you page!
Look to be honest, I have one designed and I just keep repurposing it and changing the wording – but the design is pretty much the same. Again, it doesn’t have to be grand – just useful to both you and the person who’s just subscribed to whatever you had on offer.
On the thank you page should be:
- A thank you message showing your appreciation that they have joined your list
- Reassurance that the thing – whatever they subscribed to – is on its way now. And maybe a gentle reminder to check their spam if they don’t see it immediately, and
- A Call to Action! YES – a call to action. Think through your marketing strategy strategically and think “where do I want them to go next” – what step would I like them to take from here. Once you’ve got that, include that with any links.
What sort of call to action should you put on your Thank You Page?
This is where you give them the next logical step!
Often for me, my call to action is getting them to join my Like Minded Business Owners Facebook group, or it could be another lead magnet offer to sign up to, it could be a tiny offer – a sale offer that’s not very expensive (what’s not expensive depends on your offerings and ideal client) – it could be a $7 offer or a $497 offer.
But you have got to work out what is the next logical step for your new lead.
So that’s it – that is what you need to do and what’s meant by the term landing page – a simple page set up for conversion not confusion or distraction.
You may have heard of a landing page called a Squeeze page or a Lead Capture page – but the elements of the page should be the same.
And if you’re curious about all this landing page stuff – head the Freebies dropdown on my website and download one or two and see the process working! There’s no better way to learn than to see what others are doing!
Remember, you need to ask for help to get help.
I would love to help you work out your landing page strategy! Simply book a Discovery Call with me and we can talk about how I might be able to help you. Here’s the link: https://calendly.com/jenn-smm/discovery
Or if you’d like a copy of my book, or the Nine Week Marketing Transformation Program which can give you some great ways to level up your business marketing, head to my website www.socialmediaandmarketing.com.au and you will find them both there!
I’d love to hear from you in the Like Minded Business Owners Facebook group! The group is such a valuable place for business owners to be encouraged and supported! And you are welcome to ask any of your other marketing or business questions too!
Or if you want to chat, get in touch. Email me jenn@jenndonovan.com.au or DM me on Instagram or LinkedIn – I would love to hear from you.
CONTACT JENN:
I would love for you to book a free discovery call with me to talk about how I can help your nail your business goals, planning, strategy, marketing and social media! Simply click the link and grab a spot!
My Like Minded Business Owners Facebook group is also a great community to join – full of awesome people in small business!
Or you can DM me on Instagram or LinkedIn, or send me an email jenn@jenndonovan.com.au
I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.
About the Author:
Jenn Donovan of Social Media & Marketing Australia. Jenn’s an expert marketing coach and mentor from rural NSW. She is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world. Not only is she a sought after expert on all things marketing for Small Business, she is a keynote speaker, author of Small Town Big Impact, was the Founder of Buy From a Bush Business and a Co-Founder of Spend With Us e-commerce marketplace, and is the host of the very popular podcast Small Business Made Simple and Stories from the Bush. Jenn is all about community and humans interacting with humans! H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk!
Get in touch – www.socialmediaandmarketing.com.au
On Instagram – @jenndonovan_
On Facebook – Jenn Donovan
Or on LinkedIn as Jenn Donovan
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