13 Ways To Drive Customers To Your Landing Page

In December we posted a blog about how you can use social media to drive targeted customers to your landing pages. The post discussed how many businesses can no longer afford to have the mindset “build it and they will come.” Instead, proactive outreach through social media is necessary in order to drive potential customers to your landing page.

Since this is a topic that just one blog post can’t cover, we decided to take another approach to look at this issue. While we could just link you to 101 Landing Page Optimization Tips (which consists of 14 chapters), or reference 7 Tricks For Making Landing Pages Work For You and Your SEO Clients, we instead thought we would reach out to 13 professionals and ask them what tactics they’ve used to successfully drive targeted traffic to their landing pages.

Here’s what they had to say:

13 Ways To Drive Customers To Your Landing Page

Chad Fife (Executive Director of Consumer Marketing at Gannett Healthcare Group)
“In 2012, I produced a series of brain teasers & quizzes to get people excited about our corporate learning offerings around critical thinking. CT was (and is) a super hot topic in leadership development but our actual product was pretty intense. I knew Training Managers would like these fun quizzes to get “a taste of critical thinking” without being overwhelmed (like taking the SAT again!). The quizzes were a huge success. We received over a thousand submissions in a very short time (many from organic search), and they became a key piece of our content marketing strategy that drove significant new training revenue, including a huge order from a top consumer electronics company. Overall, about 15% of these leads asked for product information.”

13 Ways To Drive Customers To Your Landing Page

Jessica Sylvester (Sr. Marketing Programs Manager at Genesys)
“YouTube allows for annotations in already published videos. With my previous company, we began to include 1-2 annotations to our YouTube videos, which drove viewers to a relevant landing page. While we did also include a supplemental offer URL in the description field below the video, we found annotations increased our demand gen results for YouTube by 50%. It was a quick, inexpensive and easy-to-maintain tactic. Videos take a lot of work! Even if they’re for awareness, fun, or product marketing, a quick annotation with a relevant link brings the effort full circle.”

13 Ways To Drive Customers To Your Landing Page

Joel Harrison (Marketer at Kerr’s Recognition)
“Sometimes photography is underutilized. I used a creative and elegant photograph of a product and posted it to social media channels (with of course very targeted followers). Simplicity over complexity can work in some situations; no words, pie-charts, or graphics are used. I find the emotion of a good photo can be powerful content to drive people to take action in itself.”

13 Ways To Drive Customers To Your Landing Page

Sean Francis (Content Marketing Strategist)
“I reached out to influencers in the community the website was targeting and asked them to write guest posts on the blog. They were eager for increased recognition and promoted their post to their followers. The site’s unique traffic surged with each guest post published. Not only did this increase newsletter subscribers but also helped build better ties with the community. Some of the contributors became ‘super-fans consistently promoting other site content well after their initial contributions.”

13 Ways To Drive Customers To Your Landing Page

Erlend Førsund (Advisor and Copywriter at MarkedsPartner)
“We have successfully been generating leads from our agency website by creating and publishing ebooks on subject matters that interest our target groups. These ebooks are given away free of charge in exchange for the prospect’s contact data. The big idea of content marketing is to move ”the free line” and still deliver value. We could have sold the ebooks we are creating – they are that good – but instead, we build immediate rapport and a foundation for a possible future partnership with the prospect.”

13 Ways To Drive Customers To Your Landing Page

Suse Barnes (President and Digital Marketing Consultant at Susby Internet Strategy)
“I looked at the videos that were performing best on YouTube for my client’s industry. I wrote a blog post focused on the keywords used in the top-performing video and the blog post received more visits than any other blog post on the site. Since I already knew that a lot of people were searching for and watching videos about the topic, I added a video to the blog post with keywords in the title link below the video. This added visibility via the link back to YouTube and also provided another opportunity to include keywords in anchor text.”

13 Ways To Drive Customers To Your Landing Page

Marc Buote (Founder and Chief Marketing Consultant at Instant EDGE Marketing)
“We publish two to three blog articles each week with supporting call-to-action offers that link to landing pages and related free eBooks. Automated emails and thank you pages serve up the eBook after completing a form and present next steps offers that follow proven lead nurturing strategies and workflows. Each blog is SEO optimized with relevant keywords and backlinks to high trending articles and is critical to driving traffic and generating high quality leads.”

13 Ways To Drive Customers To Your Landing Page

Susanna James (Copywriter at HighQ)
“I wrote a how-to guide blog post based around the topic of a webinar my team were planning. The blog post contained a call to action which linked through to the webinar’s landing page. I promoted the blog post through social media using hashtags to relevant to target verticals, running sponsored tweets and LinkedIn posts. This drove increased traffic to the blog as well as generating registrants for the webinar.”

13 Ways To Drive Customers To Your Landing Page

Ryan Young (Content Marketing Specialist at KoMarketing Associates)
“As a content marketer for a B2B agency, I’m frequently tasked with developing content for clients that will drive substantial traffic, inbound links, and social shares to pages. In my eyes, the most important step in doing so is to develop a piece of content that is as relevant to the target audience as possible. A one-piece that stands out as a recent success offered 20 “must-see” cloud computing statistics for today’s CIO.

The post has driven 8,000+ visits to our client’s blog in less than a month (Note: the second-highest trafficking post that day has driven just over 1,000 visits to date). In my eyes, this post saw huge success on social networks (2,000+ views via 814 tweets and 882 LinkedIn posts) thanks to delivering a piece of content that was relevant and social share friendly to CIOs and others tasked with IT responsibilities. This mix of keying in on a well-defined audience and creating shareable content certainly has the opportunity to drive a large number of valuable visits to pages.”

13 Ways To Drive Customers To Your Landing Page

Elizabeth Griffin (Marketing Manager at Fathom)
“Run your content marketing strategy like you’re a newspaper editor. When I want to push a landing page for a white paper download, I create a genuine news article around the topic and repurpose the content in different formats to push on many channels. Think about the five W’s, multiple sources, a solid lead paragraph, and the inverted pyramid. Can’t write like that? Hire someone who can. When you provide real content, your audience will want more.”

13 Ways To Drive Customers To Your Landing Page

Corey Litwin (Director of Brand Strategy at TapInfluence)
“While working with our customers to expand their brand presence and drive website traffic, we adhere to a simple rule—A.I.D.A. It stands for: Attention, Interest, Desire, Action. Create attention-catching content, briefly share something interesting, then weave in why they should care about it, along with a call to action. This is not a new marketing concept, but putting A.I.D.A. into practice can be a challenge, particularly within a limited space. It’s easy to “fluff” up content and include the kitchen sink. Instead, focus on A.I.D.A and you’ll see results.”

13 Ways To Drive Customers To Your Landing Page

Stefanie Frank (Co-Founder of Frankly Good Coffee)
“I used email marketing, social media, and word of mouth to drive traffic to a landing page that offered a free teleseminar about how to write a white paper. The page listed the benefits of using white papers as part of a content marketing strategy. The opt-in form required a first name and email. Those who opted in received dial-in information for the call, and became viable leads for future offerings, including an offering I made on the call.”

13 Ways To Drive Customers To Your Landing Page

Jon Yoffle (Principal at Domino Theory)
“I have long encouraged clients to make Google+ an integral part of their online marketing because of its impact on SEO. In recent months we have also seen great success driving leads with Google+ Interactive Posts. For those unfamiliar, a Google+ Interactive Post is similar to any other shared post with the important exception that it adds a call-to-action button. We have had great success using posts with CTA’s asking people to subscribe, download, and more built right into the post! When combined with Google+ Platform Insights we get measurable results showing views, clicks, and more. The result? Google+ Interactive Posts deliver up to 3x higher click-through rates than a typical Google+ post! Give them a try!”

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