Landing pages are proven to be the tool to reliably generate new leads and traffic. And properly built, and this is probably the most important point, a well-optimized landing page can catapult your conversion rate through the roof. But landing pages can do even more: used correctly, they can be used to qualify new and existing leads.
In this article, we will show you how you can use landing pages to qualify leads.
But first: A short recap on landing pages
Generating new leads, i.e. repeatedly attracting new prospects, is essential for every company. But it’s not just about attracting prospects’ attention, it’s also about getting them to leave their contact details. This lays the foundation for establishing communication that can accompany and further qualify the lead on their personal customer journey. We know from experience: The best way to do this is with targeted offers in the form of a so-called “lead magnet” that literally attracts prospects.
To position such a lead magnet correctly online, landing pages are ideally suited. At the center of every good landing page is one special offer namely your lead magnet. This can be, for example, a whitepaper, a product, an event, or a special service.
A landing page always works alone and offers all the necessary information that the prospect needs for the corresponding offer.
Lead qualification with landing pages, what’s behind them
What exactly is behind the buzzword “lead qualification”?
Definition: What is the lead qualification?
It is the successive collection of information about the lead. This data enables you to play increasingly targeted content to the said person in the course of communication, which is designed for personal and individual interests.
In this way, a lead of whom you knew little more than a name and email address at the beginning develops into a known lead.
The result of interest-based communication: increased interest of the lead in your company and thus a significantly higher conversion rate.
Landing pages: the perfect tool for lead qualification
Landing pages are therefore the perfect tool for lead qualification, as they already serve an existing interest of the potential or existing lead. By focusing on a specific action (for example, a purchase or download), they stimulate click behavior that can be assigned 1:1 to your lead in any case through the use of form fields.
Step 1: Get to know your target group and buyer personas.
The first step is to define your target audience and buyer personas for your product or offer. However, you don’t just go into “hard” demographic data, but also consider “soft” factors such as desires and pain points.
In this way, you may find that you are targeting two audiences with your product. On the one hand, there are companies that use your software as an end customer, and on the other hand, there are advertising agencies that in turn handle newsletter marketing for your customers.
Step 2: Create the appropriate and therefore good landing pages.
Based on the previous considerations, create the appropriate landing pages for your products. However, the following applies: Each landing or lead page is aimed at only one target audience and is focused on a single action.
3 ideas for qualifying landing pages based on our example:
- One landing page on successful email marketing automation,
- one on optimizing individual newsletter elements, and
- one on newsletter template design.
- each with a download of a whitepaper or other lead magnet, of course.
Step 3: Qualify leads step by step by using landing pages.
In your newsletters, which you regularly send to your customers, you now link to your lead pages in a thematically appropriate way. In the current newsletter, for example, you inform your readers about the topic of marketing automation and link to the landing page. On this page, interested parties can then download a white paper on the topic of newsletter campaigns.
So let’s say your subscriber, marketer Hans Hansson wants to learn more about how to create an automated newsletter campaign.
So he downloads the whitepaper by entering his email address in the form field on your lead page linked in the newsletter. And even though he didn’t enter any new information about himself via the form field, you now know more than just Hans Hansson’s name and email address. Through the download, you now know much more: namely, that he is interested in the topic of marketing automation.
Step 4: Use and supplement the information gained.
Following Hans Hansson’s whitepaper download, you no longer send him the general newsletter but transfer his contact into a special campaign. This is aimed exclusively at subscribers who are themselves interested in the topic of marketing automation.
So instead of continuing to contact Hans Hansson “randomly” with general topics about your company, you now send him information that you know he is really interested in. In this newsletter campaign, Hans Hansson then receives, for example, a link to a thematically appropriate blog article, a product sheet on the possibilities of using marketing automation in a targeted and thus successful way in everyday work, or a whitepaper entitled “Reactivation – Winning back inactive newsletter subscribers”.
Step 5: Use your landing page to sell.
Now that Hans Hansson has both clicked on the blog post and downloaded the product sheet, you know he’s seriously interested in your software. After downloading the product sheet, you end the campaign at this point and automatically send Hans Hansson an email that directs him to a separate landing page. On this page, Hans Hansson can then, for example, make an appointment for a live demo of your software with one of your sales representatives.
Ideally, it then looks like this: Thanks to the optimal design of your landing page, marketer Hans Hansson makes an appointment. So he automatically goes to your sales department as a “hot” lead.
Your first step should therefore be to find the right marketing automation software for you and your project, in order to subsequently set up the ideal lead qualification process with the help of landing pages.