Deciding how much to spend on marketing your brand can be challenging. You want to get the most bang for your buck, but there’s no guarantee that all your marketing campaigns will work. Therefore, it’s important to plan smarter.
Effective digital marketing plans sectionalize marketing efforts. Each section of the plan guides consumers along the sales funnel. The plan’s true success depends on the strength of its inbound marketing strategy.
Inbound marketing focuses on attracting customers with useful, engaging content at each stage of the buying journey. It begins with a well-designed capture page. A capture page is a landing page on your website that allows you to collect leads.
Poorly designed capture pages miss the mark of compelling website visitors to provide their email addresses for future email marketing campaigns. The steps outlined in this article will transform your capture page into a lead-generating magnet.
Have the Right Balance of Ask and Reward
The information you’re asking the consumer to provide must be relevant to the reward. For instance, a website visitor wouldn’t think twice about providing an email address for a special discount if your product really interests him or her.
ModCloth, an online clothing and female products retailer, does this well. Their landing page shows stunning images of their unique products. At the end of the page you’ll see a space where you can input your email address to get great offers. They entice you with the images first and then present this hard to ignore opportunity.
Websites either use pop-ups or embedded forms to capture leads. Regardless of the method used, details should be provided about the benefits of the offer. What’s in it for the consumer?
Additionally, the form shouldn’t have too many fields for the consumer to complete. In fact, it shouldn’t have more than 3 fields (first name, last name and email address) for the first interaction with the consumer. More fields than that increases the possibility of them being scared off.
Have a Clear Call-to-Action Button
The call-to-action is often what makes or breaks a marketing initiative. Consumers need to be clearly told what you want them to do. For instance, if you’re offering a free eBook that you want people to download, a “Download Now” button may be appropriate.
Call-to-action buttons that work are easy to spot and have a contrasting color to the other elements of the page. It also helps to make the wording user-focused. So, “Send My Free EBook” may be more effective than “Download Now”.
Make the Page’s Headline Enticing
What’s the first thing that you want a visitor to see on your capture page? Something bold and attention-grabbing is ideal. Check out this stellar landing page for Wistia.
Their headline clearly shows their target audience. Digital marketers who want to get the best returns on their marketing videos would be interested in the product. This headline is then followed with a compelling synopsis of what the consumer will get out of the product. Those who are interested will fill in the form and create their accounts.
Lead capture pages are often the first step in an inbound marketing strategy. Take the time to create a lead capture page that helps you get quality leads. Ensure your page is asking the consumer for the right details, has a clear call-to-action button and has the right headline. The team at No Nonsense Consulting can help you create the right lead-capture page and a complete marketing system for you, your team and your business. Contact us today for a free consultation and to see a walkthrough of a marketing system that we have created.