8 Super-Effective Ways to Promote Your Website’s Landing Pages
Landing pages play a vital role in the success of any online business — there’s no doubt about that. And marketing your landing pages is also crucial for getting good conversation rates, but promoting them to just about anyone isn’t the best strategy.
In this guide, we’ll look at some of the top strategies you can use to promote your landing pages properly. Using these tactics will help you increase the traffic your landing pages receive and lead to an overall improvement in your business’s sales and revenue.
1. Research Your Target Audience
Understanding your audience is vital for successfully promoting your landing pages. Without knowing your audience inside and out, you might end up putting effort in the wrong places, which could be a total waste of your resources.
Therefore, before you design or market your landing page, go all-in on researching your target audience. To begin with, coming up with a detailed buyer persona will be of great help.
One of the best ways to research your target group is by talking to or surveying them. You can quiz your existing customers and get to know any details that might be relevant to your business.
You can also understand your ideal buyer persona by researching your competitors. Hop on to your competitors’ websites, social media, or any public forum and find out what their customers have to say about them. You can understand a great deal about your target audiences’ pain points and the existing gaps in the market this way.
Based on all your research, come up with a list of traits about your ideal buyer persona. These may include things like their goals, aspirations, and pain points.
You should also find out where your buyer persona tends to hang out. What are the social media platforms that they are most likely to use, for example?
Also, try to understand how your target audience makes buying decisions. Do they make impulse purchases, or do they research everything well before buying?
Being thorough with your research is half the battle. You can then use this research as a base for marketing your landing pages.
2. Figure Out Your Value Proposition
A huge part of marketing a landing page is prepping it for conversions. If it isn’t optimized, your marketing efforts won’t fetch you the best results.
Every landing page should focus on a unique value proposition — this is a hook that will trigger your website visitors to convert. Your value proposition can be anything that resonates with your brand’s values and offers or highlights something unique to your users.
In order for users to pick you over your competitors, it is important that you offer something that is of the utmost value to them, so your offer is irresistible. Understanding and implementing this will boost your landing page conversion rate enormously.
Figuring out your value proposition comes down to research. What is it that your users are desperately searching for? What are the problems they face, and how can you provide a value-packed solution to their issues?
A great example of a good value proposition can be found on this landing page from Hyperise. This is a platform that lets businesses dynamically tweak their landing pages with personalized visitor details like their name, business name, logo, profile picture, and more.
As a visitor to the page, the value proposition is immediately apparent and can thus drive high conversion rates.
Similar to this, your value proposition can be related to building trust in the form of social proof. Or, you can also highlight any special features or unique characteristics of your offer that will hook in the users that come to your landing page.
3. Decide On the Different Marketing Channels
Once you are done with your research, you should decide on the channels you’re going to use to market your landing page. The answer will mostly depend on what you learned from the research you carried out on your audience and competitors.
You can use various types of channels for promoting your landing pages, including:
- Social media channels (both paid and organic)
- Search engines
- Public forums, such as Quora and Reddit
- Your own website
Your target audience is most likely to have a preference for platforms that they hang out on. Using the data from your research, you can figure out where you should be focusing your energy.
For instance, suppose that your target audience primarily hangs out on Facebook. In this case, running Facebook ads for your landing page might be a good way to get highly-qualified traffic.
Similarly, you can promote your landing pages with content marketing and internal links on your website. Doing this effectively will require a strong content development plan so you know what needs to be promoted where.
You can also invest in search engine optimization or run Google ads for your landing page, using target keywords that your users are searching for. With this in mind, you can check out your competitors and look at the keywords they are targeting for inspiration.
Answering questions and networking on public forums such as Quora and Reddit can also give you a chance to promote your landing pages. You can share your expertise here, and leave your landing page link for further reading.
4. Set Your Goals and Budget
Before you start marketing your landing pages, it is a good idea to start with a clear set of goals in mind. Without definite goals and objectives, you might not be able to optimize your strategy, measure the results, and make improvements.
Your goals can be related to your conversion rates, brand awareness, Cost Per Acquisition (CPA), ROI, or more. And they should help you stay on track, monitor your KPIs, and consistently improve to get better results.
You should also define the budget you can allocate for marketing your landing pages. This can be for various mediums, such as social media marketing, paid advertising, PPC, content marketing, or landing page design.
5. Design your Landing Pages Based on the Promotion Channels
Consistency in your messaging and branding is crucial for increasing your conversions. Even if your offering is the same, different messaging on promotion channels and landing pages can be off-putting to many users.
Sometimes an element of inconsistency makes sense when you’re creating landing pages to suit different traffic sources, though. This is because you might use slightly different branding and messaging for all the different channels that you use to promote your business. For instance, a Facebook ad that you run for your landing page might look different from a Google ad. Your Facebook ad might have an image or a video with a specific headline, while your Google ad could be entirely text-based, which means the messaging might be different.
Hence, it can be a good idea to start designing your landing pages based on the traffic sources. Ensure that the messaging you use on the promotional channel matches your landing page’s messaging, preferably to the word.
You should also try to keep your branding the same. So, use the same colors, fonts, and images on both your promotional channels and the landing pages themselves. This can really help with improving your conversion rate.
According to a study by Hubspot, businesses with more landing pages (31 to 40) generate seven times more leads compared to other businesses. So, don’t worry about having too many landing pages — it could actually be hugely beneficial for your business.
6. Test and Experiment with your Landing Pages
There is no magic formula for designing and promoting a landing page. Conversions largely depend on human behavior, which is highly unpredictable.
Hence, you cannot design one landing page and expect it to be perfect from the beginning. Testing and experimenting will play a big part in improving your conversion rates.
You can use a number of techniques, such as split testing multiple variants of your landing pages. This is when a specific element of a landing page is varied, and the two variants are tested in parallel.
While split testing your landing page, you should try to optimize the page experience. This refers to how enjoyable of an experience someone has when they’re looking at your landing page.
User experience is a major factor that’s considered by Google as well, so getting it right can be great for your SEO. When optimizing the page experience, you should keep in mind the following factors:
- Core web vitals such as page load speed, engagement, and the design of your landing page
- Mobile-friendliness of the page
- Presence of SSL certificate
- Security threats such as malicious and misleading content
- Accessibility of your landing page
You can vary different landing page elements such as the images, videos, colors, messaging, navigation, call-to-action (CTA) button design, CTA placement, form design, form fields, and more.
You can also use heatmaps and screen recordings to understand the way users are interacting with your landing page. This will help you come up with better variants for your landing pages, ultimately helping you maximize conversions.
For example, a case study by VWO reveals that swapping their contact icon for a photo got them 48% more conversions.
7. Nurture your Loyal Followers
If your business has been around for a while, chances are that you’ll already have a loyal following. These can be your social media followers or your blog readers. Ideally, these are the people you should primarily target.
This is because these followers are already familiar with your brand and probably with your offering too. They just need a slight nudge from you to convert into leads.
The best way to go about it is to nurture these followers and consistently provide value for them. You can do this by having a consistent presence on various platforms, such as social media or your blog.
You should also try to be consistent with your content marketing efforts. Have a content calendar planned for each month and stick to it. Add clear CTAs to all of your blog posts to try and spark conversations in the comments section, too.
These strategies will help you stay on the radar of your target audience. Over time, when you promote your landing page, the likelihood of converting these loyal followers will be much higher.
8. Monitor and Review your KPIs
Finally, monitoring and reviewing your landing page KPIs is essential for staying on track with your set goals.
Here are some landing page KPIs that you can monitor:
- Conversion rate
- Landing page views
- Traffic generated from each source
- Average time on page
- Bounce rate
- New vs returning visitors
- Form abandonment
- CPC (cost per conversion)
The KPIs that you monitor for your landing page will totally depend on the short-term and long-term goals that you have for your business. By monitoring and improving these KPIs, you should be able to get a few steps closer to achieving your business’s goals.
It is good practice to periodically review your landing page metrics and create action plans to keep improving on them. You can get some useful insights from these metrics and use them to redefine your landing page marketing strategy.
Start Promoting your Landing Pages
So, there you have it — some super-effective and actionable strategies for marketing your landing pages and improving your conversions.
Landing page marketing is not just about promoting your site on various platforms. In fact, it starts with researching the market, setting your goals and budgets, coming up with an action plan, and extensive testing.
So, start working on these strategies right away and you’ll be able to watch your conversions grow steadily.