Dynamic Marketing Communiqué

Looking for more ways to boost your brand’s online traffic? Give your target market a place to LAND! [Thursdays: FYO!]

February 4, 2021

In today’s digital world, having a website is crucial for any business.

One, it enables you to market your business online.

Two, it helps establish the credibility of your brand.

Three, it gives online users a positive impression that your company is reliable and accessible.

However, it’s not only websites that you can use to establish your brand’s online presence.

There are other online marketing strategies you can utilize as well.

One of those strategies?

Maximizing your brand’s landing page!

A landing page is a type of web page that is customized to a specific marketing campaign or offer and guides online visitors towards a single call-to-action (CTA).

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Curious about the difference between a website and a landing page?

A website has a broader marketing scope such as providing detailed product information, getting your business online, sharing articles and case studies, etc. It is designed around several actions you want visitors to take.

On the other hand, a landing page makes an effective lead generating and marketing tool because it accommodates a more specific action―getting online users to sign up to your newsletters, register for a webinar, and other CTAs.

As a business owner or marketer, should you consider landing pages as a strategic part of your marketing efforts?

You definitely should!

Here are reasons why you should maximize the use of landing pages for your brand:

  1. It increases conversions.

    A landing page sets up a clear and specific action for users to take and makes it as easy as possible for them to follow through on CTAs.

    Depending on your business goals, you can encourage users to sign up for your mailing list, provide contact information, subscribe to a newsletter, make a purchase, request a consultation, etc.

    The more people take a specific action, the more it will benefit your business!

    Why?

    These actions can lead more prospects and customers to be familiar and interact with your brand!

  2. It generates data and insights about online users.

    Tracking user behavior and producing valuable insights are some of the advantages of using landing pages.

    These insights will help refine your knowledge about your target market and improve your campaign strategies as a whole.

    A/B testing also works well in identifying users’ preferences.

    By testing different elements to see what’s most effective for your target market, you’ll gain insights about how you should layout your brand’s future landing pages based on the data and analytics you received.

  3. It can grow your email list.

    Landing pages are commonly used for lead generation, which means your business can get emails, calls, or form submissions from interested people who then turn into potential leads.

    If your landing page uses a form that asks for users’ email addresses, your brand can benefit from it by growing your email contact list.

    By doing so, you increase the number of people who receive your newsletters, announcements, sales, promotions, and you also ensure that your brand stays top-of-mind and informative.

  4. It increases and improves brand awareness.

    A landing page with consistent branding improves brand awareness among your target market.

    When designing a landing page, make sure its style, look, and copy are consistent with your brand’s image or the content that links to it.

    Why is this important?

    The landing page will enhance the consistency of your branding across multiple forms of media, giving users more opportunities to be more familiar and engage with your business.

    Since customers are more likely to make a purchase or avail a service from a business they know, it’s important to make sure they recognize you in every marketing collateral you release.

You want proof that landing pages contribute to a brand’s marketing efforts?

Here’s an example of a company that achieved its business goals with the help of a landing page…

Lyft is a ridesharing company that develops a mobile app for vehicles for hire, motorized scooters, bicycle-sharing systems, and food deliveries. It operates in 644 cities in the US and 12 cities in Canada.

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Since the company is expanding and a lot of people in the US are booking ridesharing services, Lyft decided to hire more drivers to work for it.

How did it recruit interested drivers?

By creating a landing page specifically designed for these people!

Lyft’s goal was to grow its driver user base so it can continue to compete with other ridesharing services such as Uber, Via, and Gett.

To make sure its landing page captures the attention of prospects, the company used a benefit-oriented headline that focused on one of a driver’s motivations: Earning money easily.

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Aside from the “Apply Now” form on the landing page, there was also a mini calculator on the lower part of the page where prospects could type their city and the number of hours they’d like to work for Lyft.

Once they click on the “Calculate” button, they would know how much they could earn every week.

By offering these 2 conversion paths, Lyft was able to address 2 different types of people: Prospects who are ready to “apply now” and those who need more information before they make a decision.

There’s also a “How Lyft Driving Works” slider on the landing page that explains how Lyft works using the mobile app, as well as a FAQ section that contains answers to the most common questions applicants ask.

As a result of the landing page creation, the company’s total number of drivers reached over 2 million by the end of 2019, compared to only 1.1 million drivers in 2018.

Not only that! About 48% of these drivers reported that they are satisfied with their working experience and average earnings at Lyft.

Just like Lyft, you can also utilize landing pages to help you achieve your business goals and encourage your target market to take a specific action that relates to your brand.

When designed consistently with your branding and coupled with attractive headlines, propositions, and the right CTA, these pages will help you connect with your target market, boost online traffic, and generate useful data and insights.

If you’ve already created a landing page for your brand, awesome! You’re doing well in taking your digital marketing efforts to the next level.

On the other hand, if you haven’t tried using one, maybe now is the time to create your own and witness its benefits.

Use it for your next online marketing campaign and see the positive results it will yield!

About The Dynamic Marketing Communiqué’s
“Thursday: Find You Optimization!”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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