Monday, 4 November 2019

Benefits of a Landing Page for B2B

You’ve probably heard about how much you need landing pages on your website. You might also know best practices for a landing page and how it differs from your home page. These are all good tidbits to learn.
But if you’re investing all this time and potentially switching up your strategy to building landing pages, you really need to know: What are the benefits of a landing page for a B2B business?
Four main benefits for landing pages are capturing and converting leads, moving leads through the funnel, growing keyword rankings, and gaining insights from A/B testing.
B2B Marketing: Lead generation landing pages - conversion strategy

Capture and Convert Leads

Many legacy websites have one overarching “contact us” form for all interactions on the website. But this hurts your ability to generate leads. For one, it puts the impetus on a website visitor to submit their information before the value has been presented to them. Forms on your website should really be quid pro quo — you get something in exchange for giving something. Nowadays leads expect this. As a result, a generalized form with no incentive offer can really drag down your conversion rate.
And second, a generalized form doesn’t let you tailor your marketing efforts based on the new lead’s intentions or interests. Contact Us forms are often free-fill text boxes which can’t be automated into a specific follow up email, and can’t add a lead to a targeted marketing or sales list. This hurts your ability to follow up quickly and relevantly and to remarket when necessary.
This is why landing pages are so crucial: Landing pages are dedicated to one main conversion, which helps focus the action leads should take.
In doing so, you create an opportunity to promote very targeted destination points. This can help you learn more about a business lead’s interests — for example, which page did they visit and convert on? Dedicated pages also improve conversion, because they create a very specific incentive to convert and the lead knows what they are getting when they fill out the form.

Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15, according to HubSpot.

This makes landing pages ideal for a campaign in which you need to drive people to take a desired action. For example, landing pages make a fantastic targeted destination for an AdWords campaign, and can match the keyword and conversion you promoted in your ads.

Move Leads Through the Funnel

How are you moving leads through the sales funnel now? Many companies answer in one of these two ways: nothing, or personal sales outreach. Both of these lead nurturing strategies are ineffective.
If you do nothing, you put the impetus on your leads to continually self-educate and reach out when they are ready. So there is a high chance you will lose potentially great sales opportunities if you don’t have a plan in place. Likewise, if you follow up with a sales outreach too soon, you will scare a lead off and lose the sale.
So landing pages serve another important function of nurturing leads through the funnel.
Depending on their targeting and conversion offer, landing pages can accommodate many places in the sales funnel. With an offer like an eBook or infographic, you can convert a high percentage of casual website visitors into new business leads. By sending targeted emails to new leads, you can drive them to landing pages with sales demo videos, case studies, and sales one-pagers — content that helps convert them into sales leads.
Also critically, you can progressively profile leads with landing pages — or, capture information over time as a lead fills out several different landing pages. Your form field questions can and should replace with new, more sales-related questions as leads fill out additional forms.
In capturing a lead on a specific conversion, instead of just a generic catch-all form, you know something about this lead and gain information for your outreach or next marketing step. Then you can more effectively nurture them based on their interests and provided information.

Grow Keyword Rankings

Create many landing pages, optimize them for your keyword targets, and see keyword rankings rise. It’s a simple formula that shows Google you have new content around a topic.
Landing pages targeted to a keyword are often called SEO pages or “search engine optimization” pages — and they do just that.
These pages can have plenty of content on a topic, and can also serve as a central linking hub for all pages related to that key term. In other words, you can link multiple blog posts to one central landing page around the same topic — this helps create a lead generation funnel out of your blog. This linking structure will also tell Google that you are authoritative and deserve a higher search rank, which means more visibility and leads!
B2B companies see the highest growth spike in lead generation when they reach a threshold of 40 landing pages or more, according to HubSpot research.
By creating SEO pages you add more content to your website. This is good news for your keyword strategy and search rankings because search engines like to see that your website is full of helpful content, growing and updated often.

Gain Quantitative Insights With Testing

Think of a landing page as a great lab for isolating factors that you can test. Split- and multivariate testing gives you insights that you can roll out to all of your digital properties to entice more business leads. But testing on a homepage or major website page is tricky. You often have many hoops to jump through and don’t want to throw off a carefully crafted homepage design or messaging strategy — especially before you know that it would work.
So a landing page gives you a perfect testing area to gain insights that you can use across multiple channels.
Like most B2B businesses you probably have a variety of messaging statements, imagery, value propositions and conversion offers. And also you’d probably like to know which ones are the most impactful on your target audience. So run tests on your landing page first to follow an agile testing methodology.
A test-based methodology significantly improves B2B lead generation. In order to run successful tests, test one factor at a time in a split test. Make sure the landing page earns enough visitors to be statistically significant. Sometimes you need to put some budget behind a paid campaign to drive enough traction early on.
As you can see there are major benefits to creating, publishing and testing landing pages on your website. So get started with your landing page strategy now!
HubSpot, updated August 2017, “Why You, Yes You, Need More Landing Pages”


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