How many of you all have utilized a landing page within your firm? Now how many of you all have landed on a landing page after searching for something on Google? I’d venture to bet that more people have landed on a landing page versus those that have utilized them within their firm marketing strategy. It is likely that as a firm, you have an email marketing platform. These can be used to send out targeted emails to specific groups of people that either visit your site or that are currently clients of yours.
Well, if you have an email marketing software solution, you likely have a solution inside of there that allows you to create different landing pages. This can be a powerful tool that you are not even addressing within your current technology stack.
So, what is a landing page?
Simply put, it’s a targeted website or better yet, a one-page website. It is built to talk about a specific topic or specific action you are hoping someone takes. It pushes away all the noise and gets direct to the point without having people have to search around an entire website.
Usually, companies build specific landing pages to directly answer a question that people have and that their particular company is qualified to answer. It gives them an ability to be instant and relevant in this “instant” gratification generation.
As an advisor, you can deploy a landing page strategy in multiple ways. You could grab some of the vast amounts of Google traffic by creating a landing page that helps people understand the difference between a Roth and traditional IRA. If your target demographic or target client tends to search for this, then it makes sense to create a landing page to provide them with the answer while positioning yourself as a thought leader in their eyes. Or maybe you could give them the answer and combine it with an ebook on the value of one type of account over another. Or parlay it into a free consultation with one of your CFPs or advisors. Granted, you’ve probably already written about plenty of financial topics, but it’s usually too time-consuming for people to go digging for your blog and then spend time reading it. But more importantly, for you, expecting visitors to search through your blog for answers limits your ability to gain important insights from the prospect while also working them through your marketing funnel.
By moving your blog to a targeted landing page, you get a bit more control. Doing so also helps you determine, to some extent, the ROI on that type of search. To increase traction to the post, you can buy Adwords for “Roth ira vs. ira” and try to get to the top of the google search.
My point is, give them the quick answer they desire. But afterward, promote an ebook or a more in-depth article that requires an email address so that you gain the prospects you want. Now you have information on this site visitor that you wouldn’t have received from your blog. And more importantly, you can now use the full power of your email marketing software to send them a string of emails that are targeted at what they want to know “Roth ira vs. ira.” You have now turned a simple, yet targeted, blog into a value-add for clients and prospects, a prospecting tool for potential clients, and a conversation piece for ongoing communication.
To others, landing pages seem like this part of email marketing software that is just there. But, if deployed correctly, they can become a foundational piece in your referral process.
-Landing pages can help elevate the ROI on your Adword, and Facebook ad spend
-Landing pages can be the initiator for more targeted email marketing campaigns