PRODUCT LANDING PAGE AND LEAD GENERATION – DOES ONE REALLY LEAD TO THE OTHER? Credits : http://addkraft.com/product-landing-page-and-lead-generation-does-one-really-lead-tothe-other/ Creating landing pages as part of your product marketing efforts is one of the most underrated tasks ever. Let’s take a look at some of the top misconceptions: 1. 2.
It’s just going to be one page All you need is a form, a set of content, some images, a possible form, and a call to action 3. You just need to determine the messages you are going to pass on to your target audience and you can fill the rest of the page with words and data that build a larger-than-life impression on the customer. That’s all! Right? Wrong! Landing page is one of the most critical initiatives that organizations take for specific lead-generation activities. It’s usually one of the final stages that help gain your audience’s trust before they hit on that call to action button or fill that form, confirming that they are convinced to move to the next level of engagement. Hence, the more organized this approach is, the better the results you can reap from the effort. A landing page has three crucial elements – strategy, content, and design. In this article, we will focus on planning your landing page content and how it ties into the overall strategy. As always, before defining the solutions, we need to first deep dive into the problem areas. So here is the list of common complaints you will hear and observe after your landing page goes live: 1. Irrelevant, poor quality content: Achieving simplicity is possibly the most complex job! This statement is especially true for landing pages. While generating loads of content for marketing collaterals is achievable, using just a few relevant words to convey every concept in a landing page is not that easy. Monotonous, generic push marketing content hardly provides any scope for differentiation. Heavily worded content, misleading claims, or unclear headings confuse the audience and drive them away from your landing page.