Why Use a Landing Page? Because they Get You Better Results!
Are you tired of hearing me talk about landing pages? If you are, I apologize, it's just they make your direct mail campaign a much bigger success. There are so many distractions out there and the best way to get people into a sale with a any marketing campaign is by GUIDING the prospect through the entire process.
You may be thinking, “That's what I do once they call” – but it all happens before that.
I'll show you a marketing campaign we recently did for ourselves. The campaign went to a targeted list of past customers and prospects (many of you may have seen it already!) and was promoting our great new product. Maybe you've heard of them: Landing Pages!
Step by Step: Guiding Your Leads to a Sale
Here is the card that we sent. It has one central message, getting more from your direct mail campaign. Then it has one simple call to action: go to www.postcardmania.com/getmore to download your free report. This landing page is no longer active, but if you want to see the content we were offering, you can download the PDF here.
Step One – Postcard:
- Simple copy
- Bullet points to quickly communicate
- Immediately directs reader to next step: the landing page
Each step is designed to get the prospect to take one step. The postcard is designed to get the prospect to go to the landing page…
Step Two – Landing Page:
- Message matches that of postcard
- Short copy gets read!
- Bullet point the report's benefits
- Make the report easy to download
Once they're there, they can easily download the report. That is our “lead” generation. We now have the contact info of a person who is interested in doing something to get more from their postcard campaign. As we're informing and giving value to the customer through the report, we are also collecting lead data AND qualifying that person as being truly interested. (This process works for ANY industry!)
Step Three – Thank You Page:
Okay, so now we have our “lead.” We're done, right? Campaign success? Not even close! When a prospect fills out the form and hits the button to download the report, where do they go? Well, think about what you know about them… for us, we know that the person is interested in learning more about improving response rate. Then we look for a way to combine what we know about the prospect with what is best for us. How do we create the win/win situation? The answer is simple… we route them to a page that gives them the report they just requested, and also offers them a free consultation on the phone with one of our Marketing Consultants. We know they're looking for answers, and the best way for us to help them is to get them connected live with someone who has those answers.
It's a step-by-step process and you have to follow through! Donâ€™t get a nibble and think you've landed the big one. Set the hook and reel them in with a great landing page – and don't stop until you've made them a customer! If you want to see that page, don't be scared. We don't bite. We are very intensely interested in helping you â€“ whether you buy from us or not.